FASHION PROMOTION (THEORY)

Paper Code: 
DFSD 603B
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

1. To make students aware on the importance of fashion promotion
2. To provide knowledge of current fashion promotion strategies

     

 

     

 

Unit I: 
Introduction to Promotion

 

 

Introduction to Promotion:

  • Promotion and how it works
  • Marketing, Brandings, Communication

Consumer Behavior:

  • The consumer behavior process
  • Fashion cycle
  • Market segmentation
  • Marketing research
Unit II: 
Creative Process

 

 

Creativity:

  • Creative Thinking Process
  • Tools of Creativity: design elements and principles
  • Creating Textural and visual messages
  • Creating audio and video messages

 

Unit III: 
Promotion Preparation

 

  • Promotion Participants
  • Tasks promotion
  • Fashion brand organization
  • Promotion organizations: full service agencies, specialized promotion services, professional and academic organization

 

Unit IV: 
Promotion Planning & Media

 

 

Planning:

  • The planning process
  • Strategic planning, promotion calendars, promotion budgets
  • Promotion Mix budget allocations
  • Advertising agency compensation
  • Sponsorship

Media:

  • Traditional Media: print media, newspapers, magazines, television, radio, support media
  • New Media: digital world, New Media Promotion, Social Media
  • New media social and ethical concerns

 

Unit V: 
Promotion Mix and Public Relations

 

Promotion Mix:

  • Advertising: Classification, Creative stratergy, Major Selling Idea
  • Advertising appeals, advertising execution
  • Marketing and sales promotion

Public Relations

  • Definition, process, tools
  • Public relation formats

 

Fashion Shows and Special Events:

  • Fashion show categories, fashion show planning
  • Fashion show elements,  steps in presenting the fashion show

 

Essential Readings: 
  1. Stone, E. & Samples., J.A., Fashion Merchandising- An introduction, Mc Graw Hill      1985.
  1. Waddell, Gavin., How Fashion Works, Blackwell, London 2005.
  2. Easey, Mike., Fashion Marketing, Blackwell Science Ltd, London 1995.
  3. Kristan K.Swanson, Promotion in the Merchandising Environment, Fairchild publishing inc. 2016
  4. Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th      Ed), Prentice Hall, New Delhi 1998.
  1. 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.

 

Academic Year: 
2017-18
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