Fashion Retailing and Branding (Theory)

Paper Code: 
24FSD323
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will familiarize students with retailing concepts, help them understand brand management tactics to increase local and international market share, and investigate the impact of the external marketing environment and emerging global issues on the fashion industry and enterprises.

 

Course Outcomes: 

Courses

Course Outcomes (at course level)

Learning and

teaching strategies

Assessment Strategies

Course Code

Course Title

 

24FSD323

 

Fashion Retailing and Branding (Theory)

 

CO 89 Explain the meaning and significance of retailing and the evolution of retail formats.

CO 90Analyze the knowledge of merchandising activities in retail strategies and merchandising management process.

CO 91Evaluate the importance of retail location and site selection.

CO 92Identify the nature and types of brands

CO 93Interpret brands and branding strategies.

CO 94 Contribute effectively in course-specific interaction

 

 

Approach in teaching: Interactive Lectures, Group Discussions, Power point presentations,

 

Learning Activities for the students: Self- learning assignments, Effective questions, presentation Individual report on merchandising of retail stores and brand strategies.

Assessment task will include Class test on the topics, Semester end examinations, quiz, Visit report, student’s presentations and assignments.

 

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& 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

 

12.00
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

 

12.00
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

 

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

Suggested Readings:

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

 

References: 

E-Resources:

  1. https://textilelearner.net/fashion-retailing-is-a-tool-of-fashion-merchandising/
  2. https://library.fontbonne.edu/c.php?g=167770&p=1102324#:~:text=What%20is%20Fashion%20Branding%3F,strategy%20for%20all%20successful%20companies.
  3. https://www.britannica.com/art/fashion-industry/Fashion-retailing-marketing-and-merchandising
  4. https://www.mckinsey.com/industries/retail/our-insights/perspectives-for-north-americas-fashion-industry-in-a-time-of-crisishttps://www.iiftbangalore.com/blog/power-of-branding-in-fashion/

Reference Journals:

  1. https://www.emerald.com/products/journals/journals.htm
  2. http://nopr.niscair.res.in/handle/123456789/19200

 

Academic Year: 
2024-25
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