Textile and Fashion Marketing

At the end of the course, students should be able to: 1. describe fashion merchandising concepts and terminologies in fashion merchandising; 2. identify the principles and scope of fashion industries; 3. know the different environmental factors influencing the demand for textile and fashion; 4. describe assortment planning and the characteristics of Assortment plans; 5. describe the various strategies in sales promotion; 6. describe the roles of Fashion leaders and fashion followers; and 7. identify branding in fashion merchandising and fashion merchandising policies.

Definition of fashion merchandising and merchandising concepts and terminologies -(Fashion cycle, fashion trend, fashion design, fashion forecasting, fashion predictors, fashion image, fashion store image, fashion leader, fashion followers, couture mass fashion, fads.). The stages of fashion cycle, fashion cycle in relation to fashion innovation and diffusion. Theories of fashion diffusion. The roles of fashion leaders and fashion followers. The concept of fashions followership and reasons for followership. Fashion merchandising concepts: Merchandiser, market -target market, retailing demand, consumer education, market survey, inventory, assortment planner, Assortment planner, assortment planning, balanced assortment, characteristics of assortment plans- size - price - colours - seasons. Principles and scope of fashion industry, types of different merchandising in the fashion industry namely, retail, export and visual. The structure of fashion merchandising in the fashion industrial viz –strategies –buying, the intangibles of fashion, fashion as mirror of the time. Meaning of Environment, the components of environment and environmental factors (sociological factors, psychological factors and economic factors) that influence fashion interest and demand. Definition of sales promotion, strategies for promoting sales of fashion merchandise – (Advertising, display, personal selling, direct marketing, publicity). The skills needed to succeed in the competitive fashion/ garment production- (Marketing skills, Production skills, communication and inter personal skills, creativity with great sense of style, good eye for materials, strong visualization abilities). Definition of branding in fashion merchandizing, the relevance of branding in fashion industries. Areas of Branding- (Customer profiling, Building a brand, Luxury brands, Brand promotion, Brand protection). Relevance of store image and fashion image to the fashion Merchant. Online marketing. Definition of policy, types of policies in relation to fashion merchandising. Effect of policies on fashion merchandising.