Fashion Retailing and Branding (Theory)

Paper Code: 
25DFSD 503B
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  1. Familiarize students with retailing concepts.
  2. Understand brand management tactics as a means to increase local and international market share.
  3. Investigate the impact of the external marketing environment and emergent global issues on the fashion industry and enterprise
Course Outcomes: 

The students will be able to –

CO.136 Explain the meaning and significance of retailing and the evolution of retail formats.

CO.137 Analyze the knowledge of merchandising activities in retail strategies and merchandising management process.

CO.138 Evaluate the importance of retail location and site selection.

CO.139 Identify the nature and types of brands

CO.140 Review brands and branding strategies.

CO.141 Contribute effectively in course-specific interaction

9.00
Unit I: 
Introduction
  • Meaning and Definition, Social and economic Significance of retailing, Opportunities in retailing, characteristics of retailing
  •  Historical perspective of Retail in India and current Scenario
  • Types of retailers, retail change drivers in India, evolution of retail formats
  •  Service Retailing
  • Ethics and social responsibility
9.00
Unit II: 
Retail Strategy& Merchandise Management
  • Meaning and Definition, building sustainable competitive advantage, growth strategies, global growth strategies, retail planning process
  • Retail Value Chain
  • Merchandise category
  • Evaluating performance- GMROI
  • Managing Inventory Turnover
  • Merchandise management process

 

9.00
Unit III: 
Site Location & Financial Aspects of Retail
  • Evaluating a site for locating a retail store
  • Site characteristics
  • Retail Economics, measures of performance, income statement and balance sheet, measure of performance evaluation- Ratio analysis
  • Measuring retail store and space performance, measuring employee productivity
9.00
Unit IV: 
Nature & types of Brand
  • Introduction of Brands, Evolution and History of Brands
  • Brand Development, Role of branding in business
  • Brand and Consumer psychology, Brand Loyalty, Brand Values
  • Manufacturers Brand, Private Labels, Licensed Brands, In-Store Brands, Generic Brands.
  • Categories: Mass Market, Premium, Luxury Brands
  • Brand Extension
9.00
Unit V: 
Branding
  • Brand Image & Brand Identity
  • Brand Personality & Brand Positioning
  • Brand Culture & Rituals, Brand Equity
  • Competitive Branding Strategies
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:

Academic Year: 
2025-26
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