APPAREL MARKETING AND MERCHANDISING (THEORY)

Paper Code: 
DHSC 613 (C)
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to –

  1. Impart knowledge to students related to apparel marketing and merchandising.
  2. Impart knowledge about trend forecasting.
  3. Develop understanding of merchandising & retailing and its importance in today’s consumer market
  4. Understand marketing, merchandising, presentation and export marketing.

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

  
 

The students will be able to –

CO317:Develop understanding of apparel marketing, management and consumer buying behaviour

 

CO318:Outline forecasting and its importance in fashion industry

 

CO319:Describe elements of merchandising and emerging retailing trends in industry

 

CO320:Develop understanding about working of fashion brands and product management.

 

CO321:Categorize the promotional programme, SWOT analysis and sales promotion techniques

 

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments

 

Learning activities for the students:

Self learning assignments, Effective questions, Simulation,  presentation, Giving tasks

 

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation

 

  

 

 

12.00
Unit I: 
Fashion Trend Forecasting
• Forecasting 
• Steps in developing a Forecast 
• Sourcing & cataloguing of fabrics 
• Seasonal Trend Analysis- Colour, silhouettes & detailing, material & textures, print &        graphics, accessories trends
 
12.00
Unit II: 
Fundamentals of Fashion Marketing
• Marketing Environment 
• 4P’s of Marketing 
• Pricing Objectives & Methods
 
12.00
Unit III: 
Market: Segmentation, Targeting & Positioning and Consumer Buying Behavior
o Market: Segmentation and  Targeting
o Brand Positioning 
• Consumer Buying Behavior 
Fashion Merchandising and Buying                                                          
• Concept of Merchandising 
• Merchandise Category-Staple, Fashion & Seasonal 
• Assortment Planning 
• Buying Organizations & Techniques 
• Inventory Management 
 

 

12.00
Unit IV: 
Fashion Brand and Product Management
• Brand Management: Meaning & Process 
• Brand Management Concepts: Brand Name, Brand Attributes, Brand Identity & Image 
• Product Classification & Product Lifecycle 
• New Product Development: Process & Challenges 
 
12.00
Unit V: 
Introduction to Fashion Retailing
• The Global Impact of Fashion Retailing 
• Types of Retail Institutions 
• Retail Promotion-Advertising, Sales promotion & Personal selling 
• Visual Merchandising in Retail 
• Trends in Retail industry
 
Essential Readings: 
• Easey, Mike, Fashion Marketing, Blackwell Science Ltd, London 1995.
• Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.
• Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.
• Stone, Elanie& Samples, Jean. A., Fashion Merchandising, McGraw Hill, New York.1985.
• Stephens, Frings Gini, Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey, 2008.
• Green, Wood, Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
• Diamond, Jay &Ellen,  Contemporary Visual Merchandising and Environmental, Pearson Prentice Hall, Fourth Edition
 
References: 
E- Resources:
 
 
Academic Year: 
2022-2023
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