APPAREL MERCHANDISING (THEORY)

Paper Code: 
CGPM 401
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 
  1. To acquaint students with basics of merchandising and concept of sourcing strategies.
  2. To assess the work process of merchandise production.
  3. To understand trends of CRM as an IT enabled function.

 

Course Outcomes (COs):

Course

Learning Outcome (at course level)

Learning and Teaching Strategies

Assessment Strategies

Course Code

Course Title

CGPM 401

        APPAREL

MERCHANDISING

The students will be able to

CO45.Apply the concept of merchandising in the fashion industry.

CO46.Interpret the sourcing objectives and strategies in the process of apparel production.

CO47.Utilize and apply the planning as well as controlling skills strategically in the industry.

CO48.Explain the customer relation is essential in the apparel business process. 

 

Approach in teaching: Interactive Lectures, Discussion, PowerPoint Presentations, Informative videos and demonstration.

Learning activities for the students: Self-learning assignments, and development of products.

 

 

Assessment tasks will include Class Test on the given topics, labswork, record book assessment,

Viva-voce, Attendance Assignment

 

6.00
Unit I: 
Introduction to merchandising
  • Process of merchandising
  • Importance of merchandising
  • Merchandise planning: target markets, market segmentations and marketing research
  • Types of merchandiser
  • Functions and Responsibilities of a merchandiser
  • Essential requisites of a good merchandiser

 

6.00
Unit II: 
Sourcing
  • Sourcing strategies: objectives, global sourcing
  • The Role of merchandiser in sourcing, sourcing options
  • Factors in sourcing options, factors in sourcing decision, customer/vendor relationship
  • Domestic and International sourcing process

 

6.00
Unit III: 
Planning, Controlling & Execution
  • Planning and Controlling and control tools: Preparation of TNA, marketing calendar, sales forecast
  • Execution: Line development: objectives, elements, planning, control, research, line plan, styling direction and product development and adoption,Tech pack
  • Pricing: Pricing strategies, objectives, Methods of setting Prices – Mark-ups and Markdowns, Pricing Strategies (Market Skimming, Market Penetration, Price Bundling, Odd Pricing, Leader Pricing, Multiple Pricing, Multiple-unit Pricing)
  • Costing: principles and strategies, Difference between estimating and costing, Types of estimates, Elements of cost , Material cost , Labour cost different type of expenses , Cost of product, Advertisement cost

 

 

6.00
Unit IV: 
Customer relationship management
  • CRM concepts : Acquiring customers, Customer loyalty and optimizing customer relationships
  • CRM in Marketing: One-to-one Relationship Marketing, Cross Selling & Up Selling

 

6.00
Unit V: 
E-CRM
  • CRM links in e-Business
  • E-Commerce and Customer Relationships on the Internet
  • Supplier Relationship Management (SRM)
  • Partner relationship Management (PRM)

 

Essential Readings: 

Suggested Text Books:

  • Sachdeva, N., (2018). Fashion: Marketing, Merchandising and buying. Heritage publisher, New Delhi.
  • Stone, Elaine. (2016) Fashion Merchandising, (5th edition). McGraw Hill Book Co. New York.

Suggested Reference Books:

  • Alok Kumar Rai(2011), Customer relationship management concept & cases, Prentice Hall of India
  • Private Limted, New Delhi.
  • Rosenau, J. A.&Wilson David L., (2006). Apparel Merchandising-The line starts here, (3rd edition). Fairchild publications, New York.
  • Ramaswamy, V.S and Namakumari, S. (1995) Marketing Management, Global Perspective Indian Context, (5th edition). McGraw Hill Education (India) Pvt. Ltd.
  • S. Shanmugasundaram,(2008) Customer relationship management, Prentice Hall of India Private Limited,New Delhi.

E- Resources:

Reference Journals:

  • Clothing and Textiles Research Journal

 

Academic Year: 
2023-24
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