Fashion Retailing and Branding (Theory)

Paper Code: 
MFT- 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:

  • Meaning and Definition, building sustainable competitive advantage, growth strategies, global growth strategies, retail planning process.
  • Retail Value Chain.

Merchandise Management

  • Merchandise category
  • Evaluating performance- GMROI
  • Managing Inventory Turnover
  • Merchandise management process
12.00
Unit III: 

Retail Site Location

  • Evaluating a site for locating a retail store
  • Site characteristics

Financial Aspects of Retail-

  • 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: 

Natural Brand:

  • Introduction of brands, Evolution and history of brands,
  • Brand Development, Role of branding in business.
  • Brand and Consumer psychology, Brand Loyalty, Brand Values.

Types of Brands:

  • 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, Tata McGraw Hill
  • Barry Berman, Joel R Evans: Retail Management – A strategic approach; Pearson Education.
  • Sharma Jaya, “Brand Management” .Essential Books,New Delhi. 2009
     
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