FASHION MERCHANDISING AND RETAILING (THEORY)

Paper Code: 
DFSD 503B
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

 

  1. To impart knowledge of merchandising in apparel industry.
  2. To develop an insight into the fashion market among the students.
  3. To provide comprehensive knowledge about marketing mix.
12.00
Unit I: 
Introduction to merchandising 12 hrs • Evolution of merchandising in apparel industry • Merchandising- definition and terms • Role and responsibilities of fashion buyer and merchandiser

Introduction to merchandising

  • Evolution of merchandising in apparel industry
  • Merchandising- definition and terms
  • Role and responsibilities of fashion buyer and merchandiser
12.00
Unit II: 
Working with vendor

 

·   Different types of buyers

·   Communication with buyers

·   Awareness of current market trends

•        Working with vendor & understanding vendor concept

•        Organizing buying/selling activity

•        Market center industry trend

12.00
Unit III: 
Merchandise planning

 

·         Importance of merchandise planning and sourcing

·         Importance of seasons in merchandising with respect of fabric sampling, packaging, tech pack and product development

·         Selection of merchandise assortment

·         Analyzing merchandising environment in terms of market trends, economic condition, technological advancements, competition & revolutions

12.00
Unit IV: 
Retailing

 

  • Retail Organizational structure store; Buying, Selling, Line and
  • Staff functions, Retailing formats, Role and Responsibility of Retail Fashion Buyer.
  • Customer identification, Customer, Planning and role of Buyer
12.00
Unit V: 
Retail Operations

 

  • Retail store chains –National (Ebony, Fab India, Ritu Wears, Shoppers Stop) and International (Tommy Hilfiger, Espirit)
  • Store Operations. Store merchandise, Stores management, Fashion supply changes –store retailing, non store retailing
  • Recent Structural changes in apparel retail
Essential Readings: 
  1. Rosenau, J. A., Wilson David L. David., Apparel Merchandising-The line starts here, Fairchild publications, New York.2006.
  2. Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.
  3. Bohlinger, Maryanne Smith, Merchandendise Buying, 5th Edition., Fairchild    Publications, Inc. New York.
  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. Nirupama, Pundir, Fashion Technology-Today and Tommorow, Mittal publications, New      Delhi, 2007.
  7. Jackson, Tim & Shaw, David, Fashion buying & merchandising management, Palgrave      Macmillan publisher, London, 2008.
  8. Kumar, M. Krishan, Apparel Merchandising, Abhishek Publication, Chandigarh, 2010.

 

 

 

References: 
  1. Chatley, Pooja., Fashion Marketing and Merchandising, Kalyani Publishers.
  2. Gowerk, Helen., Fashion Buying, Blackwell Science Ltd, London.
  3. Burns, Leslie. Davis & Bryant., Nancy. O., The Business of Fashion, Fairchild       Publication, New York 2005.
  4. Nosenav, Jeremy. A., Apparel Merchandising: The line starts here, Fair Child, New           York.
  5. Grren wood, Fashion marketing communication, John wiley and sons Pvt Ltd, 2013.
  6. Gowerk, Helen., Fashion Buying, Blackwell Science Ltd, London.
Academic Year: 
2019-20
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