Business of Fashion (Theory)

Paper Code: 
24HCT224
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  • 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: 

Course

Learning Outcomes                   (at course level)

Learning and Teaching Strategies

Assessment Strategies

Course  Code

Course Title

 

 

 

 

 

24HCT 224

 

 

 

 

 

Business of Fashion

(Theory)

COCT53: Discuss basics of fashion, components, psychology and fashion theories

COCT54: Explain evolution of fashion and contribution of fashion centers in fashion industry

COCT55: Explain marketing management and market segmentation

COCT56: Analyze merchandise planning and visual merchandising

COCT57: Elaborate retailing, designer labels, brands and E- retailing

COCT58: Contribute effectively in course-specific interaction

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

 

 

9.00
Unit I: 
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.

 

 

9.00
Unit II: 
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

 

9.00
Unit III: 
Unit III

Marketing Management                                                                                             

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

 

9.00
Unit IV: 
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.

 

9.00
Unit V: 
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: 
  1. Gini, Stephens. Frings., Fashion from Concept to Consumer, Prentice Hall, New Jersey.
  2. Stone, Elaine. & Samples, J.A., Fashion Merchandising: An Introduction, McGraw Hill Book Company, New York.

 

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

e-Resources:

  1. https://www.slideshare.net/NAGASUNDARISENTHILKU/fashion-merchandising-197033845
  2. https://www.slideshare.net/DharmendraKumar344/fashion-a-merchandising
  3. https://textilelearner.net/fashion-retailing-is-a-tool-of-fashion-merchandising/#:~:text=Fashion%20Retailing%20is%20the%20link,the%20country%20their%20own%20brands.

 

Academic Year: 
2024-2025
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