FASHION MERCHANDISING & RETAILING

Paper Code: 
BFT -501
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

To impart knowledge of merchandising in apparel industry

To develop an insight into the fashion market among the students

To provide comprehensive knowledge about marketing mix

9.00
Unit I: 
Merchandising

Introduction - Merchandising concepts, terminology, systems evolution of merchandising in the apparel industry and modern merchandising.

Merchandise planning - Fundamentals of merchandise planning, pricing and merchandise budget.

Role, Responsibilities and qualities of a merchandiser

9.00
Unit II: 
Marketing Mix:

Meaning Nature and Scope of Marketing

Role and Importance of Marketing in the Modern Economy

Market Analysis

9.00
Unit III: 
Marketing Mix:

Product Policy decision, Product life cycle, Product innovation, Packing, Branding, Standardization and Grading

Pricing – Pricing, Economic Concept in pricing, Marginal, Variable and Increment

Physical Distribution – Choice of appropriate channels and its importance (Wholesaler, Retailer, Manufacture)

Promotions – Meaning & Purposes of Promotion

9.00
Unit IV: 
Retailing

Nature & Scope of Retailing

Retail Formats

Retail Organization process

Differential Advantage and Strategic Planning.

9.00
Unit V: 
Visual Merchandising

Visual merchandising and its advantages for the buyer and seller today

The planning cycle

Types of display- Windows and Interior display

Elements of Display- The merchandise, back drop walls and shelves, mannequins and forms, signage lighting-illumination levels in relation to color.

Essential Readings: 
  1. Stone, E. & Samples., J.A., Fashion Merchandising- An introduction, Mc Graw Hill 1985.
  2. Waddell, Gavin., How Fashion Works, Blackwell, London 2005.
  3. Easey, Mike., Fashion Marketing, Blackwell Science Ltd, London 1995.
  4. Stephens, Gini., Fashion Concept to Consumers, Prentice Hall, New Jersey, 1999.
  5. Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.
  6. Leviy and Weitz, Retailing Management, Tata Mc Graw Hill, 2008
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. Kumar, M. Krishan, Apparel Mechandising, Abhishek Publication, Chandhigarh, 2010
  5. Nosenav, Jeremy. A., Apparel Merchandising : The line starts here, Fair Child, New York.
Academic Year: 
2014-15
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