Fashion Marketing & Merchandising

Paper Code: 
FST -601
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  • To impart knowledge of merchandising in apparel industry.
  • To develop an insight into the fashion market among the students
  • To provide comprehensive knowledge about marketing mix
9.00
Unit I: 
Unit I
  • Introduction-Merchandising concepts, technology, systems evolution of merchandising in the apparel industry and modern merchandising.
  • Merchandise planning- Fundamentals of merchandise planning, pricing and merchandise budget.
  • Role, Responsibilities and qualities of a merchandiser.
9.00
Unit II: 
Unit II
  • Visual merchandising and its advantages for the buyer and seller today
  • The planning cycle
  • Types of display- Windows and Interior display
  • Elements of Display- The merchandise,  back drop walls and shelves, mannequins      and forms, signage lighting-illumination levels in relation to colors
9.00
Unit III: 
Unit III
  • Meaning Nature and Scope of Marketing
  • Role and Importance of Marketing in the Modern Economy
  • Market Analysis
9.00
Unit IV: 
Unit IV
  • Role of Marketing Research in Planning
  • Scope of Market research
  • Application of marketing research
9.00
Unit V: 
Unit V
  • Product Policy decision, Product life cycle, Product innovation, Packing, Branding, Standardization and Grading
  • Pricing – Pricing, Economic Concept in pricing, Marginal, Variable and Increment
  • Physical Distribution – Choice of appropriate channels and its importance (Wholesaler, Retailer, Manufacture)
  • Promotions – Meaning & Purposes of Promotion
Essential Readings: 
  1. Stone, E. & Samples., J.A., Fashion Merchandising- An introduction, Mc Graw Hill 1985.
  2. Waddell, Gavin., How Fashion Works, Blackwell, London 2005.
  3. Easey, Mike., Fashion Marketing, Blackwell Science Ltd, London 1995.
  4. Stephens, Gini., Fashion Concept to Consumers, Prentice Hall, New Jersey, 1999.
  5. Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.
References: 
  1. Chatley, Pooja., Fashion Marketing and Merchandising, Kalyani Publishers.
  2. Gowerk, Helen., Fashion Buying, Blackwell Science Ltd, London.
  3. Burns, Leslie. Davis & Bryant., Nancey. O., The Business of Fashion, Fairchild  Publication, New York 2005.
Academic Year: 
2014-15
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