Fashion Marketing Theory

Paper Code: 
FSD 331
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 
  1. To develop an insight into the fashion market
  2. To provide comprehensive knowledge about marketing in fashion industry
6.00
Unit I: 
Marketing in Apparel Industry
  • Introduction to marketing, overview of marketing process and marketing in modern economy
  • Fashion marketing and marketing environment: Introduction, development of fashion market, fashion market environment and trends in marketing environment
6.00
Unit II: 
Product
  • Concept of product and clarification of product development
  • Product positioning
  • Product line and product mix
  • Branding, packing and labeling     
6.00
Unit III: 
Price
  • Factor affecting price determination
  • Pricing policies and strategies
6.00
Unit IV: 
Distribution channels and physical distribution
  • Nature and function of distribution channels
  • Channel management decisions
  • Retailing and whole selling
6.00
Unit V: 
Promotion
  • Promotion mix
  • Advertising
  • Personal selling
Essential Readings: 
  1. Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 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.

 

Academic Year: 
2019-20
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