FASHION MARKETING

Paper Code: 
BFT 401
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

To develop an insight into the fashion market among the students

To provide comprehensive knowledge about marketing mix

9.00

Marketing: Introduction to marketing, overview of marketing process and marketing in modern economy.

Introduction, development of fashion market, fashion market environment and trends in marketing environment.

Market research: Understanding Consumer market trend, Overview of market research process and research design

9.00

Product Decision

Concept of product, clarification of product development,

Product positioning, segmentation and targeting

Product line and product mix

Branding, packaging and labeling     

9.00

Price decision

Factor affecting price determination

Price policies and strategies        

9.00

Distribution channels and physical distribution decision

Nature and function of distribution channels

Channel management decisions

Retailing and whole selling

9.00

Promotion decision

4Ps of Promotion mix

Advertising

Personal selling

Essential Readings: 
  1. Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
  2. Kotler, P. Principles of Marketing, Prentice Hall, 2003.
References: 

1.   Easey, M., Fashion marketing, Black well sciences Ltd., London, 1995.

2.   Costantino, Maria, Fashion Marketing and PR, Fashion files, Batsford Ltd., London, 1998.

                  Posner, Marketing Fashion, lavrence K. London 2011

Academic Year: 
2014-15
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