FASHION RETAILING AND BRANDING (THEORY)

Paper Code: 
MFT- 323
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  1. To familiarize students with retailing concepts
  2. To acquaint students with retail world.

 

12.00
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

 

12.00
Unit II: 
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

 

12.00
Unit III: 
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.

 

12.00
Unit IV: 
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

 

12.00
Unit V: 
Branding:

       

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

 

Essential Readings: 
  1. Levy. M.,Weitz, B.A., Pandit.A.; Retailing Management, Tata McGraw Hill, 6th Edition, 2008.
  2. Gibson G. Vedmani: Retail Management – Functional Principles & Practices; Jaico publishing house.
  3. Chetan Bajaj, RajnishTuli, Nidhi V. Srivastava; Retail Management, Oxford University Press 2005
  4. Shanthi N M, Brand Management- The Emerging Paradigm”, The ICFAI University Press, New Delhi. 3rd edition, Hyderabad, 2006
  5. Chunawalla S. A., “Brand Management” ,Himalaya Publishing House,2010

 

References: 
  1. Swapna Pradhan : Retail Management, 2nd & 3rd edition, Tata McGraw Hill publishing company, 2008, 2009
  2. Barry Berman, Joel R Evans: Retail Management – A strategic approach; Pearson Education, Pearson Eductaion, Delhi 2006
  3. Sharma Jaya, “Brand Management” .Essential Books, New Delhi. 2009
  4. Kaled.K.Hameide, Fashion Branding Unravelled, Fairchild books, New York, A Division of Conde Nast publication
  5. Donnellan, John, Merchandise Buying and Management, Fairchild publications, New York, 1999
  6. Sherlekar, S.A. Marketing Management, 13th edition, Himalya Publishing house, 2005

 

Academic Year: 
2017-18
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