Fashion Merchandising & Retailing

Paper Code: 
BFT -501
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

To impart knowledge of merchandising in apparel industry
To develop an insight into the fashion market among the students
To provide comprehensive knowledge about marketing mix
 

9.00
Unit I: 
Merchandising

Introduction - Merchandising concepts, terminology, systems evolution of
merchandising in the apparel industry and modern merchandising.
Merchandise planning - Fundamentals of merchandise planning, pricing and
merchandise budget.
Role, Responsibilities and qualities of a merchandiser
 

9.00
Unit II: 
Introduction to Marketing

Meaning Nature and Scope of Marketing
Role and Importance of Marketing in the Modern Economy
Market Analysis
 

9.00
Unit III: 
Marketing Mix

Product Policy decision, Product life cycle, Product innovation, Packing, Branding, Standardization and Grading
Pricing – Pricing, Economic Concept in pricing, Marginal, Variable and Increment
Physical Distribution – Choice of appropriate channels and its importance (Wholesaler, Retailer, Manufacture)
Promotions – Meaning & Purposes of Promotion
 

9.00
Unit IV: 
Retailing

Nature & Scope of Retailing

Retail Formats

Retail Organization process

Differential Advantage and Strategic Planning.

9.00
Unit V: 
Visual Merchandising

Visual merchandising and its advantages for the buyer and seller today
The planning cycle
Types of display- Windows and Interior display
Elements of Display- The merchandise, back drop walls and shelves, mannequins   and forms, signage lighting-illumination levels in relation to color.
 

Essential Readings: 
  1. Stone, E. & Samples., J.A., Fashion Merchandising- An introduction, Mc Graw Hill 1985.
  2. Waddell, Gavin., How Fashion Works, Blackwell, London 2005.
  3. Easey, Mike., Fashion Marketing, Blackwell Science Ltd, London 1995.
  4. Stephens, Gini., Fashion Concept to Consumers, Prentice Hall, New Jersey, 1999.
  5. Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.
  6. Leviy and Weitz, Retailing Management, Tata Mc Graw Hill, 2008
References: 
  1. Chatley, Pooja., Fashion Marketing and Merchandising, Kalyani Publishers.
  2. Gowerk, Helen., Fashion Buying, Blackwell Science Ltd, London.
  3. Burns, Leslie. Davis & Bryant., Nancy. O., The Business of Fashion, Fairchild Publication, New York 2005.
  4. Kumar, M. Krishan, Apparel Mechandising, Abhishek Publication, Chandhigarh, 2010
  5. Nosenav, Jeremy. A., Apparel Merchandising : The line starts here, Fair Child, New York.

 

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