Business of Fashion

Paper Code: 
HCT 224
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to-

  • Understand the concept and factors involved in fashion.
  • Know about the centres of international fame & their contribution in fashion.
  • Develop understanding of merchandising & retailing and its importance in today’s consumer market.
  • Gain knowledge about the management aspect of retailing.

 

Course Outcomes (COs):

Course

Learning Outcomes                   (at course level)

Learning and Teaching Strategies

Assessment Strategies

Paper Code

Paper Title

 

 

 

HCT 224

 

 

 

Business of Fashion

(Theory)

The students will be able to –

COCT47: Explain evolution of fashion and contribution of fashion centers in fashion industry

COCT48: Develop the concept of merchandising activities in a retail setup

COCT49: Outline the different types of window display and interior display

COCT50: Develop the concept of E- retailing

Approach in Teaching :

Discussion, Interactive Lectures, Power Point Presentation

Learning Activities for the Students:

Self Learning Assignments, Field Trips

Quiz, Power Point Presentations, Chart/Poster Presentation,  Individual and Group Projects, Semester End Examination

 

 

 

12.00
Unit I: 
Fashion Concepts
  • Fashion Terminology, Principles of Fashion.
  • Theories of Fashion Adoption:
  • Traditional Fashion Adoption (Trickle Down Theory)
  • Reverse Adoption (Trickle Up or Bottom Up Theory)
  • Mass Dissemination (Trickle Across Theory)
  • Components of Fashion – Silhouette, Detail, Colour, Fabric, Texture.
  • Psychology of Fashion, Factors affecting fashion and its change.

 

8.00
Unit II: 
Fashion Evolution & Centers
  • Fashion Evolution – Fashion Cycle, Length of cycle, Fashion Leaders & Followers.
  • Fashion forecasting.
  • Sources of advanced fashion information
  • Fashion Centers: France, Italy, England & United States, Milan, Japan

 

 

7.00
Unit III: 
Marketing Management
  • Introduction to Management and its Basic functions.
  • Fashion Marketing and Marketing Environment                               
  • Level of Market Segmentation
  • Segmenting Consumer Markets

 

 

10.00
Unit IV: 
Merchandising
  • Introduction & elementary knowledge of Merchandising.
  • Merchandise Planning- Planning, controlling and executing merchandise budget, costing & pricing strategies.
  • Visual Merchandising- Types of displays-Window display and interior display, careers in merchandising and the future of merchandising.

 

8.00
Unit V: 
Retailing
  • Meaning & importance of retailing.
  • Modern retail stores and future trends (Franchise retailing, Departmental stores, specialty stores, chain retailers, mail order houses, shopping malls).
  • Designer label v/s Brands.
  • E- Retailing
Essential Readings: 
  • Gini, Stephens. Frings., Fashion from Concept to Consumer, Prentice Hall, New Jersey.
  • Stone, Elaine. & Samples, J.A., Fashion Merchandising: An Introduction, McGraw Hill Book Company, New York.

 

References: 
  • Harold, Carr & Barbara, Latham., Fashion Design and Product Development, (1992),
  • Blackwell Science Ltd.
  • Carter, E., The Changing World of Fashion, (1977), G. P. Putnam’s Sons, New York.
  • Rubin, L.G., The World of Fashion, (1976), Canfield Publication, San Fransisco.
  • Brackman, Helen. L., Theory of Fashion Design, John Wiley and Sons, New York.
  • Sharon, Lee. Tate., Inside Fashion Design, Harper and Row Publishers, New York.
  • Cahan, L., A practical guide to Visual Merchandising, (1984), John Wiley and Sons, New York.
  • Packard, S., Fashion Buying & Merchandising (2nd Edition), (1983), Fairchild, New York.

 

Academic Year: 
2022-2023
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