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

COURSE CODE

Course Title

 

 

 

 

CFSD 402

 

 

 

 

 

 

 

 

 

Fashion Marketing (Project)

 

 

 

The Students will be able to:

 

  1. Examine the concept of fashion marketing with reference to various brands.
  2. Apply emerging trends in fashion retailing.
  3. Evaluate the strategies of fashion companies
  4. Find the information and techniques for production and marketing of apparels
  5. Analyze the strategies for successful implementation of ideas.
  6. Design the questionnaire or interview schedule for collection of data.

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

 

 

 

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/ Interviewschedule)
  • Conduct research on the products to gather details as per the requirement of the project.

 

Essential Readings: 

 Suggested Text Books:

  • 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.

Suggested Reference Books:

  • 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.

 

References: 

E-Resources:

Journals:

 

Examination Scheme

 

Continuous Assessment

Semester End Exam

Component

Marks

Component

Marks

Student Teacher Interaction

10

Report

40

Presentation

15

CA Test

Viva Voce

15

Report

10

Presentation

5

Viva Voce

5

Total

30

Total

70

 

 

Academic Year: 
2023-24
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