Unit1
Unit 1: INTRODUCTION TO MERCHANDISING
9 hrs- Definition of merchandising
- Understanding fashion merchandising
- Scope of merchandising
- Types of merchandisers
- Characteristics of a merchandiser
- Role of a merchandiser
Syllabus
5 units · 45 lecture hoursUnit2
Unit 2: VISUAL MERCHANDISING
9 hrs- History of visual merchandising
- Principles for visual merchandising
- Techniques of visual merchandising
- Colour & Texture in visual merchandising
Unit3
Unit 3: MERCHANDISING SYSTEMS
9 hrs- Business to business relationships – wholesaling
- Business to consumer transactions – retailing
- Types of retailing / retail stores
Unit4
Unit 4: FASHION MERCHANDISE MANAGEMENT
9 hrs- Forecasting sales
- Developing a line concept- creative and technical design
- Merchandise management process- organizing and managing the line
- Developing an Assortment plan
- Buying Preparations – Merchandise Plan, Buying Plan
Unit5
Unit 5: FASHION PROMOTION
9 hrs- Marketing – Theories and Principles
- Planning and Direction, Fashion Advertising
- Kinds of Advertising Publicity Special Events – Fashion Shows, Trade Shows
Practical Work
- Suggested Assignments
- Conduct a classroom quiz on basics of fashion merchandising Conduct a detailed comparative study between a branded and local retail store studying their background, product line, location, customer profile, sales, marketing and promotion etc. Visit any local market and compare and analyse the visual merchandising outside and inside the stores of three different brands of any one particular product Make a 3-D model of a store for a specific product, depicting a visual merchandising environment for the same.
- Suggested Visits
- Any local buying house or buying agency Any trade show or trade fair in near vicinity Guest Lectures Merchandiser from export or buying house
Course Objectives
- To develop an understanding of fashion merchandising and role of merchandisers in the fashion industry To learn technical skills, sharpen creativity and develop business understanding for working in the fashion industry To understand the importance of visual merchandising in retail and the visual merchandising process To understand various merchandising systems To get introduced to the various methods of fashion promotion
Text Books & References
Textbooks
- Gini Stephens Fringes, Fashion from Concept to Consumer, Prentice Hall Grace Kunz, Merchandising Third Edition – Theory, Principles and Practice, Fairchild Books Tate S.L, Inside Fashion Design, Harper and row Publishers, New York, 3rd Ed.
Reference Books
- Ellen Diamond (Second Edition), Fashion Retailing Donnellan John, Merchandise Buying and Management, Fairchild Publications Inc. Dickerson Kitty, Inside the Fashion Business (7th Ed.), Pearson education Inc. Pg 224, 2007 Rosenau Jeremy, Wilson David, Apparel Merchandising- The Line starts Here (2nd Ed.), Fairchild Books, NY, Pg 168,2006 P.S. Ravichandran, Textile Marketing Merchandising 2005, SSMITT & PC Co. Op. Stores, Komarapalayam
Online Resources
- www.wisegeek.org/what-is-fashion-merchandising.htm http://degreedirectory.org/articles/What_is_Fashion_Marketing_and_Merchandisin g.html http://www.ehow.com/about_4608516_what-fashionmerchandising.html#page=6
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