Survey of Apparel Marketing and Merchandising Notes
Subject Overview
Survey of Apparel Marketing and Merchandising introduces the business side of textile design — how fashion products are marketed, merchandised, retailed and branded. You'll cover core marketing concepts (the marketing mix, segmentation, targeting, positioning) and consumer behaviour, product/
Subject at a glance
4
Units
24
Topics
3
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Definitions and concept of marketing
- marketing mix
- segmentation
- targeting
- positioning
- analysis of consumer markets and buyer behaviour
- 1Segment
By age, income, lifestyle, occasion
- 2Target
Pick the segments to serve
- 3Position
e.g. affordable fast fashion or luxury craft
- 4Marketing mix
Product, price, place, promotion
Study guide
This unit covers marketing concepts, the marketing mix, segmentation, targeting, positioning and consumer behaviour. Apply the 4Ps to an apparel brand you like.
- Product mix
- product life cycle
- new product development
- pricing objectives and methods
- distribution channel types and levels
- promotion mix
- 1. Introduction: Trendsetters adopt
- 2. Rise: Early majority picks it up
- 3. Peak: Mass market
- 4. Decline: Markdowns, clearance
- 5. Obsolescence: Out of fashion
Study guide
You study the product mix and life cycle, new product development, pricing, distribution channels and the promotion mix. Map the life cycle of a fashion trend.
- Marketing channels
- retailing and wholesaling
- merchandiser role and responsibilities
- 6-month merchandising plan and buying calendar
- retail fashion promotion
- types of retail operations
- 1
Review last season's sales
- 2
Forecast sales by month
- 3
Plan stock levels
- 4
Plan markdowns
- 5
Calculate open-to-buy
Budget left for purchases
- 6
Follow the buying calendar
Study guide
You study marketing channels, retailing and wholesaling, the merchandiser's role, a 6-month merchandising plan and buying calendar, retail fashion promotion and types of retail operation. Draft a simple buying calendar for one season.
- Brand definition and layers
- product and service brands
- branding options and process
- brand identity and positioning
- identity six-facets prism
- brand equity concept and value
Physique
Physical features and symbols
Personality
Character of the brand
Culture
Values it stands for
Relationship
Bond with customers
Reflection
Image of the typical buyer
Self-image
How buyers see themselves
Study guide
You study brand definition and layers, product and service brands, branding options, identity and positioning, the brand identity prism and brand equity. Analyse a fashion brand using the identity prism.
Why Survey of Apparel Marketing and Merchandising Matters
Merchandising and marketing are major career paths in the apparel industry, and designers who understand business are more valuable to employers and as entrepreneurs.
How to Prepare for Survey of Apparel Marketing and Merchandising
- Analyse real apparel brands for positioning and pricing.
- Practise preparing a merchandise plan with quantities.
- Follow fashion retail news.
Survey of Apparel Marketing and Merchandising: Frequently Asked Questions
What does an apparel merchandiser do?
A merchandiser plans, develops and buys apparel products, coordinating design, costing, production and delivery between buyers and manufacturers.