FASHION RETAILING AND BRANDING (THEORY)

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

Retail Strategy:

• Meaning and Definition, building sustainable competitive advantage, growth strategies, global growth strategies, retail planning process.
• Retail Value Chain.

Merchandise Management

• Merchandise category
• Evaluating performance- GMROI
• Managing Inventory Turnover
• Merchandise management process

Retail Site Location

• Evaluating a site for locating a retail store
• Site characteristics.

Financial Aspects of Retail-

• 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.

Nature 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.

Types of Brands:

• Manufacturers Brand, Private Labels, Licensed Brands, In-Store Brands, Generic Brands.
• Categories: Mass Market, Premium, Luxury Brands.
• Brand Extension

Branding:                                                                                                                

• Brand Image, Brand Identity, Brand Personality, Brand Positioning, Brand Culture & Rituals, Brand Equity.
• Competitive Branding Strategies.