FASHION MARKETING (PROJECT)

Paper Code: 
CFSD 402
Credits: 
02
Max. Marks: 
100.00
Objective: 
  1. Interact effectively with others to research and compile information on fashion marketing.
Unit I: 
Course Content:

Exploration and analysis of fashion products, consumers and marketplace and application of basic marketing tools to evaluate the strategies of contemporary fashion companies

  • Selection of any one apparel brand
  • Examine the fashion product lifecycle.
  • Identifying and observing fashion customers and their behavior
  • Exploring and using market research skills, tools and methodologies
  • Demonstrate the ability to source, navigate and select information, relevant to fashion marketing, from a variety of sources and to review, discuss and evaluate this information in relation to your learning on this course.
  • Started to develop an ability to express and communicate in oral, and in written forms about fashion marketing

 Project Steps for marketing

  • Identify local outlets 
  • Approach them with the Survey Questionnaire
  • Conduct Research on the Products to gather more details as per the Survey form requirements.
  • Submission of report
Essential Readings: 
  1. Easey, Mike, Fashion Marketing, Blackwell Science Ltd, London 1995.
  2. Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.
  3. Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.
  4. Stone, Elanie & Samples, Jean. A., Fashion Merchandising, McGraw Hill, New York.1985.
  5. Stephens, Frings Gini, Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey, 2008.
  6. Green, Wood, Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
References: 

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

2. Posner, Marketing Fashion, lavrence K. London 2011

3. Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.

4. Krishnakumar, M., Apparel Merchandising: An integrated approach, Abhishek publication,  Chandigarh, 2010.

5. R.C. Bhatia, Marketing communication and advertising, Galgotia Publishing Company, New Delhi, 2003.

Academic Year: 
2019-20
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