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Fashion Marketing Theory [1]

Paper Code: 
FSD 331
Credits: 
01
Contact Hours: 
30.00
Max. Marks: 
50.00
Objective: 

To develop an insight into the fashion market among the students

To provide comprehensive knowledge about marketing mix

 

6.00
Unit I: 
Unit I
  • Marketing the Apparel: Introduction to marketing, overview of marketing process and marketing in modern economy.
  • Fashion marketing and marketing environment: Introduction, development of fashion market, fashion market environment and trends in marketing environment.
  • Market research: Understanding Consumer market trend, Overview of market research process and research design

 

6.00
Unit II: 
Unit II
  • Product Decision

o   Concept of product & clarification of product development

o   Product positioning

o   Product line and product mix

Branding, packing and labelling         

6.00
Unit III: 
Unit III
  • Price decision
  • Factor affecting price determination
  • Price policies and strategies   

 

6.00
Unit IV: 
UNIT IV
  • Distribution channels and physical distribution decision
  • Nature and function of distribution channels
  • Channel management decisions
  • Retailing and whole selling

 

6.00
Unit V: 
Unit V
  • Promotion decision
    • Promotion mix
    • Advertising
    • Personal selling

 

Essential Readings: 
  1. Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003

 

 

References: 
  1. Easey, M., Fashion marketing, Black well sciences Ltd., London, 1995.
  2. Costantino, Maria, Fashion Marketing and PR, Fashion files, Batsford Ltd., London, 1998.
Academic Year: 
2017-18 [2]

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Source URL: https://fashiontextile.iisuniv.ac.in/courses/subjects/fashion-marketing-theory-9

Links:
[1] https://fashiontextile.iisuniv.ac.in/courses/subjects/fashion-marketing-theory-9
[2] https://fashiontextile.iisuniv.ac.in/academic-year/2017-18