Coming soon
APPAREL MARKETING AND MERCHANDISING (Theory)
This course will enable the students to –
- Impart knowledge to students related to apparel marketing and merchandising.
- Impart knowledge about fashion trend forecasting.
- Develop understanding of merchandising & retailing and its importance in today’s consumer market
- Understand marketing, merchandising, presentation and export marketing.
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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25DHCT815 |
Apparel Marketing and Merchandising (Theory) |
CO393:Analyze the concept of forecasting and its importance in fashion industry CO394: Explain market: segmentation, targeting & positioning and consumer buying behavior CO395: Interpret the responsibilities of buyers and merchandisers in relation to all levels of the market. CO396:Analyze the working of fashion brands and product management. CO397: Describe elements of visual merchandising and emerging retailing trends in industry CO398: Contribute effectively in course specific interaction |
Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments
Learning activities for the students: Self-learning assignments, Effective questions, Simulation, presentation, Giving tasks |
Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation
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- Forecasting
- Steps in developing a Forecast
- Sourcing & cataloguing of fabrics
- Seasonal Trend Analysis- Colour, silhouettes & detailing, material & textures, print & graphics, accessories trends
- Marketing Environment
- 4P’s of Marketing
- Market: Segmentation and Targeting
- Brand Positioning
- Consumer Buying Behavior
● Concept of Merchandising
● Merchandise Category-Staple, Fashion & Seasonal
● Assortment Planning
● Buying Organizations & Techniques
- Inventory Management
● Brand Management: Meaning & Process
● Brand Management Concepts: Brand Name, Brand Attributes, Brand Identity & Image
● Product Classification & Product Lifecycle
- New Product Development: Process & Challenges
● The Global Impact of Fashion Retailing
● Types of Retail Institutions
● Retail Promotion-Advertising, Sales promotion & Personal selling
● Visual Merchandising in Retail
- Trends in Retail industry
1.Rosenau, J. A., Wilson David L. David. (2006), Apparel Merchandising-The line starts here, Fairchild publications, New York.
2. Donnellan John (1999), Merchandise buying & management, Fairchild publication, New York.
3. Stone, Elanie & Samples, Jean. (2015), Fashion Merchandising, McGraw Hill, New York.
4. Stephens, Frings Gini (2008), Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey.
5. Nirupama, Pundir (2007), Fashion Technology-Today and Tommorow, Mittal publications, New Delhi
- Jackson, Tim & Shaw, David (2008), Fashion buying & merchandising management, Palgrave Macmillan publisher, London.
- Pradhan Swapana (2012), Retailing Management: Text and Cases, McGraw Hill Education; 4 editions.
- Kaneez. F. & Sheikh. A. (2011), Retail Management, Himalayan Books
- Burns, Leslie. Davis & Bryant. (2005), The Business of Fashion, Fairchild Publication, New York.
e-Resources:
- https://www.slideshare.net/NAGASUNDARISENTHILKU/fashion-merchandising-197033845
- https://textilelearner.net/fashion-retailing-is-a-tool-of-fashion-merchandising/#:~:text=Fashion%20Retailing%20is%20the%20link,the%20country%20their%20own%20brands.
- https://sist.sathyabama.ac.in/sist_coursematerial/uploads/SFDA1302.pdf
- https://www.researchgate.net/publication/327012032_Fashion_Trend_and_Forecasting_Branding_For_a_New_Trend_Name
Reference Journals:
- https://www.emerald.com/insight/publication/issn/1361-2026
- Journal of Fashion Marketing and Management
