Survey of Apparel Marketing and Merchandising
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/pricing/distribution/promotion decisions, merchandising roles and retail operations, and close with brand management and brand equity. This is a 3-credit core theory paper across 4 units, essential for students heading into merchandising or brand-facing design roles.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Marketing fundamentals
Definitions and concept of marketing, marketing mix, segmentation, targeting, positioning, analysis of consumer markets and buyer behaviour
Unit 2: Product, pricing, distribution & promotion
Product mix, product life cycle, new product development, pricing objectives and methods, distribution channel types and levels, promotion mix
Unit 3: Merchandising & retailing
Marketing channels, retailing and wholesaling, merchandiser role and responsibilities, 6-month merchandising plan and buying calendar, retail fashion promotion, types of retail operations
Unit 4: Brand management
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