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FASHION RETAILING AND BRANDING (THEORY)
Paper Code:
FSD 323
Credits:
4
Contact Hours:
60.00
Max. Marks:
100.00
Objective:
To familiarize students with retailing concepts
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 & 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:
- Levy.M., Weitz.B.A., Pandit.A.; Retailing Management, Tata McGraw Hill, 6th Edition, 2008.
- Gibson G. Vedmani: Retail Management – Functional Principles & Practices; Jaico publishing house.
- Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivastava; Retail Management, Oxford University Press.
- Shanthi N M, “ Brand Management- The Emerging Paradigm”, The ICFAI University Press, New Delhi. 3rd edition, 2006
- Chunawalla S. A., “Brand Management” ,Himalaya Publishing House,2010
References:
- Swapna Pradhan : Retail Management, 2nd & 3rd edition, Tata McGraw Hill publishing company, 2008, 2009
- Barry Berman, Joel R Evans: Retail Management – A strategic approach; Pearson Education, Pearson Eductaion, Delhi 2006
- Sharma Jaya, “Brand Management” .Essential Books, New Delhi. 2009
- Kaled.K.Hameide, Fashion Branding Unravelled, Fairchild books, New York, A Division of Conde Nast publication
- Donnellan, John, Merchandise Buying and Management, Fairchild publications, New York, 1999
- Sherlekar, S.A. Marketing Management, 13th edition, Himalya Publishing house, 2005
Academic Year:
