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Fashion Marketing [1]

Paper Code: 
FSD 331
Contact Hours: 
30.00
Max. Marks: 
50.00
6.00
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: 

• Product Decision
o Concept of product, clarification of product development,
o Product positioning
o Product line and product mix
o Branding, packing and labelling

6.00
Unit III: 

• Price decision
o Factor affecting price determination
o Price policies and strategies

6.00
Unit IV: 

• Distribution channels and physical distribution decision
o Nature and function of distribution channels
o Channel management decisions
o Retailing and whole selling

6.00
Unit V: 

• Promotion decision
o Promotion mix
o Advertising
o 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

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Source URL: https://jewellery.iisuniv.ac.in/courses/subjects/fashion-marketing

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