Coming soon
Fashion Retailing and Branding (Theory)
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.
CO 89 Explain the meaning and significance of retailing and the evolution of retail formats.
CO 90 Analyze the knowledge of merchandising activities in retail strategies and merchandising management process.
CO 91 Evaluate the importance of retail location and site selection.
CO 92 Identify the nature and types of brands
CO 93 Interpret brands and branding strategies.
CO 94 Contribute effectively in course-specific interaction
- 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
- 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
- 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
- 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
- Brand Image & Brand Identity
- Brand Personality & Brand Positioning
- Brand Culture & Rituals, Brand Equity
- Competitive Branding Strategies
- 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.
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.
E-Resources:
1. https://textilelearner.net/fashion-retailing-is-a-tool-of-fashion-merchandising/
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/
