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Fashion Marketing Theory
Paper Code:
FSD 331
Credits:
01
Contact Hours:
30.00
Max. Marks:
50.00
Objective:
To develop an insight into the fashion market among the students
To provide comprehensive knowledge about marketing mix
6.00
Unit I:
Unit I
- Marketing the Apparel: 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.
- Market research: Understanding Consumer market trend, Overview of market research process and research design
6.00
Unit II:
Unit II
- Product Decision
o Concept of product & clarification of product development
o Product positioning
o Product line and product mix
Branding, packing and labelling
6.00
Unit III:
Unit III
- Price decision
- Factor affecting price determination
- Price policies and strategies
6.00
Unit IV:
UNIT IV
- Distribution channels and physical distribution decision
- Nature and function of distribution channels
- Channel management decisions
- Retailing and whole selling
6.00
Unit V:
Unit V
- Promotion decision
- Promotion mix
- Advertising
- Personal selling
Essential Readings:
- Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003
References:
- Easey, M., Fashion marketing, Black well sciences Ltd., London, 1995.
- Costantino, Maria, Fashion Marketing and PR, Fashion files, Batsford Ltd., London, 1998.
Academic Year:
