APPAREL MERCHANDISING (Theory)

Paper Code: 
24CGPM401
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to acquaint the apparel merchandising, sourcing strategies, work process of merchandise production and CRM.

 

Course Outcomes: 

Course

Course Outcome

Learning and Teaching Strategies

Assessment Strategies

Course Code

Course Title

24CGPM401

        APPAREL

MERCHANDISING

      (Theory)

CO35. Apply the concept of merchandising in the apparel industry

CO36. Explain the sourcing objectives and strategies in the process of apparel production

CO37. Determine planning as well as controlling and execution of the industry

CO38. Examine the customer relation is essential in the apparel business process

CO39. Analyze and interpret electronic customer relationship

CO40. Contribute effectively in course-specific interaction

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

 

Learning activities for the students:

Self-learning assignments, Effective questions, presentations, Field trips

 

 

Assessment tasks will include Class Test on the topics, Semester end examinations, /Quiz, Student presentations, and assignments

 

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

Suggested Readings:

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

 

References: 

E- Resources:

  1. https://egyankosh.ac.in/bitstream/123456789/15023/1/Unit-1.pdf
  2. https://www.techtarget.com/searchcustomerexperience/definition/CRM-custo...

Reference Journals:

  1. Clothing and Textiles Research Journal

 

Academic Year: 
2024-25
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