FASHION MARKETING (THEORY)

Paper Code: 
CFSD 401
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

1. To develop an insight into the fashion market

2. To provide comprehensive knowledge about marketing mix

12.00
Unit I: 
Introduction to marketing

 

  • Marketing: Introduction to marketing, overview of marketing process and marketing in modern economy.
  • Introduction, development of fashion market, fashion market environment and trends in marketing environment.
  • Market research: Understanding Consumer market trend, Overview of market research process and research design
12.00
Unit II: 
Introduction to Product

 

  • Concept of product, clarification of product development,
  • Product positioning, segmentation and targeting
  • Product line and product mix
  • Branding, packaging and labeling     
12.00
Unit III: 
Introduction to Pricing

 

  • Price decision
  • Factor affecting price determination
  • Price policies and strategies  
12.00
Unit IV: 
Physical Distribution

 

  • Distribution channels and physical distribution decision
  • Nature and function of distribution channels
  • Channel management decisions
  • Retailing and whole selling
12.00
Unit V: 
Promotion decision

 

  • Promotion decision
  • 4Ps of Promotion mix
  • Advertising
  • Personal selling
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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