FASHION MARKETING (Project)

Paper Code: 
CFSD 402
Credits: 
2
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  1. Explore and analyze fashion products, consumers and marketplace and application of basic marketing tools to evaluate the strategies of contemporary fashion companies.
  2. Familiarize with the concept and process of market research and their application in appropriate situation in fashion industry.
  3. Develop the skills for report writing and interpretation using different marketing research tools.

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

 

 

 

 

CFSD 402

 

 

 

 

 

 

 

 

 

Fashion Marketing (Project)

 

 

 

The Students will be able to:

 

CO123. Recall the concept of fashion marketing with reference to various brands.

CO124. Familiarize with the concept of experiential learning and exposure to emerging trends in fashion retailing.

Approach in teaching: Interactive Lectures, Discussion, Informative videos

Learning activities for the students: Report writing, Self-learning assignments, and visual presentation

Assessment tasks will include Class Test on the topics, Semester end examinations, Student presentations

 

 

 

 

 

Unit I: 
Course Content:

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

Choose any one apparel brand and prepare a report on the following:

  • Product Line
  • Product lifecycle
  • Target Market: Customers and their behavior
  • Market Segmentation
  • Pricing Strategies
  • Distribution Channels
  • Promotion Tools

Steps to be undertaken for marketing project

  • Identify outlets 
  • Collect data through Survey (Questionnaire/ Interview/ Schedule)
  • Conduct research on the products to gather details as per the requirement of the project.
Essential Readings: 
  • Easey, Mike, Fashion Marketing, Blackwell Science Ltd, London 1995.
  • Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.
  • Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.
  • Stone, Elanie & Samples, Jean. A., Fashion Merchandising, McGraw Hill, New York.1985.
  • Stephens, Frings Gini, Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey, 2008.
  • Green, Wood, Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
  • Costantino. Maria (1998), Fashion Marketing and PR, Fashion files, Batsford Ltd., Londo.
  • Posner (2011), Marketing Fashion, lavrence K. London
  • Donnellan John (1999), Merchandise buying & management, Fairchild publication, New York.
  • Krishnakumar, M.( 2010), Apparel Merchandising: An integrated approach, Abhishek publication,  Chandigarh,.
  • R.C. Bhatia (2003), Marketing communication and advertising, Galgotia Publishing Company, New Delhi.

 

Academic Year: 
2020-21
  • Printer-friendly version
  • PDF version