Fashion Retailing and Branding (Practical)

Paper Code: 
25DFSD 504B
Credits: 
4
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

Apply Retailing Concepts in Real-World Scenarios and develop Brand Management Strategies.

Course Outcomes: 

The students will be able to –

CO.142 Demonstrate practical knowledge of retail formats through site visits and analysis.

CO.143 Execute merchandising activities by creating a mock retail plan, including product selection and pricing strategies.

CO.144 Assess site location decisions based on field research and data analysis.

CO.145 Identify various brand types and create a brand portfolio showcasing different branding strategies.

CO.146 Develop a branding campaign for a selected fashion brand, incorporating market research findings.

CO. 147 Collaborate effectively in group projects and presentations related to retailing and branding.
 

CONTENT

 

Application of Retail Concepts                                                                     

  • Site visits to various retail formats. (Department stores, Supermarkets, Specialty stores, Discount stores, Convenience stores, Chain stores, Warehouse stores, and Online retail)
  • Presentation of ethical considerations in retail practices.
  • A mock merchandise plan for a selected retail store.
  • Inventory turnover strategies through case studies.
  • Retail Store Layout
  • Retail Business Plan

 

(45 hours)

Brand Portfolio Development                                                          

  • Comprehensive brand portfolio displaying various types of brands.
  • Consumer psychology research related to brand loyalty.
  • Developing a Social Media Campaign for a Fashion Brand
  • Creating a Marketing Plan for a New Fashion Product Launch
  • Design a branding campaign for a chosen fashion brand based on market research.
  • Campaign strategies focusing on brand identity, personality, and positioning.

 

(45 hours)

 

Essential Readings: 
  • Levy.,Weitz, B.A.&Pandit, A. (2008). Retailing Management, (6th edition). Tata McGraw Hill, New Delhi.
  • Vedamani, Gibson G. (2006). Retail Management – Functional Principles & Practices. Jaico Publishing House.
  • Pradhan, S. (2009). Retail Management: Text and Cases, (3rd edition). Tata McGraw Hill publishing company.
  • Chunawalla, S. A., (2015). Brand Management. Himalaya Publishing House.
  • Dr. Mittal, R.K., Management Accounting & Financial Management. Vk Publications.
  • Shanthi, N. M., (2006). Brand Management- The Emerging Paradigm, (3rd edition). The ICFAI University Press, New Delhi.
  • Berman, B.R., Evans, J.R. &Chatterjee, P.M. (2006).Retail Management – A strategic Approach. Pearson Education, Delhi.
References: 

Suggested Readings:

  • Verma, H.V., (2006). Brand Management: Text & Cases, (2nd edition). Excel Books, New Delhi.
  • Hameide, Kaled K. (2011). Fashion Branding Unravelled. Bloomsbury Academic.
  • Bajaj, C., Tuli, R. & Srivastava, N.V., (2005). Retail Management. Oxford University Press.

E-Resources:

Reference Journals:

 

Examination Scheme

 

Continuous Assessment

Distribution of Marks (Practical Record/ Submission)

Semester End Exam

Component

Marks

Component

Marks

Component

Marks

Practical Record

20

Retail Store Layout

05

Submission

20

Test

05

Retail Business Plan

05

Application of Retail Concept

20

 

Attendance

 

05

Social Media Campaign

05

 

Brand Portfolio Development

 

30

Marketing Plan

05

Total

30

Total

20

Total

70

 

 

Academic Year: 
2025-26
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