Module Guide Functions of Fashion Semester 2

PG DIPLOMA IN FASHION BUSINESS
Functions of Fashion
Module Leader
Module tutors
:
:
Number of Credits:
Level/Year/Semeste
r:
Type of Module:
Module Assessment:
Written Exam-40%
Project-60%
Cohort:
2014-2016
Created by Ms Dilpreet on 02 .1 .2015
Ms.Dilpreet
Ms. Rekha Dar, Ms Dilpreet, Ms
Ritu Jain, Ms.Swati Singh,
Gaurav Vashist, Suranjan Lahiri,
Tarun Pandey
15
Semester 2
Core
Module Guide of: Functions of Fashion

PG Diploma in Fashion Business
Introduction to the module

This module is designed to encompass knowledge of fashion marketing,
merchandising and retail framework. The module will give the students an
opportunity to learn about the functions of fashion viz., Merchandising, Marketing and
Retailing in an advanced manner.
Aim
a) To develop an understanding of various systems and the processes involved in
managing the backend front end functions managing the fashion value chain.
b) To interpret the Fashion Apparel Product with regard to its components and value
addition (fabric and trims)
Learning Outcomes
Learning outcomes (Knowledge & Understanding)
a. Determine the functions of fashion merchandising, marketing and retail
environment.
b. Examine the world of retailing marketing and merchandising, its concepts,
structure, dynamics, the environment and the contemporary issues.
c. Analyze classroom learning to real-life applications and contribute to formulation
of a relevant marketing / branding strategy.
Learning outcomes (skills, qualities and attributes)
a) Ability to map and apply various processes of the backend merchandising
functions within an organizational infrastructure and various departments.
b) Use the raw materials of fashion including trims, accessories and various other
value addition processes on textiles and apparel.
c) Select and apply relevant data collection techniques to complex situations leading
to fine interpretations based on synthesis of a range of findings
Module Content
Merchandising
.
Fashion Buying, Sourcing & Retail:
Role & Responsibilities of a Merchandiser
Buying organization structures & Retailing Formats
Merchandise Classification & categorization
Merchandise planning, buying and selling
Production Interface
Fashion Merchandise:
Textile Weaving
Fabric Value addition: Dyeing, Printing and finishing.
Apparel trims & accessories

Retail Operations
Basics of Store Operations
Retail Administration
Trade Area Analysis
Concepts, Types of Malls
Page | 2

Marketing
Introduction to the concepts of Markets and consumer
Levels of markets
.
Marketing Mix for Fashion brands
Learning Methodology
Your learning will be facilitated through:
Lecture/interactive sessions
Exploratory studies, discussions and critiques
Group tutorials
Industry visits
Case studies and presentations.
Essential Reading/Viewing
Burns, L.D. & Bryant, N.O. (2002). The Business of Fashion: Designing,
Manufacturing and Marketing. 2nd Edition. New York, Fairchild Publications
Thomas C. & Segel, R. (2006) Retailing in 21st Century, Ist Edtion, John
Wiley & Sons, Inc. Hoboken, New Jersey
Kotler Phillip (2005), Keller, Marketing Management, 12th edition Prentice
hall India, New Delhi
Additional Reading
Rosenau, J.A. & Wilson, D.L. (2001). Apparel Merchandising: The Line
Starts Here New York, Fairchild Publications
Corbman, B.P. (1983). Textiles: Fibre to Fabric. 6th Edition. New York,
McGraw-Hill (Suggested Text)
Tortora, P.G. & Collier, B.J. (1997). Understanding Textiles. 7th Edition. New
York, Prentice-Hall
Pradhan Swapna (2006) Retailing Management: Text & Cases, Tata MC
Graw Hill Publishing
Jarnow, J. & Dickerson, K.G. (1997). Inside the Fashion Business. 6th
Edition. New Jersey, Prentice-Hall
Michael Levy and Barton Weitz Retailing Management, , fourth edition,
2001
Weekly Plan
Page | 3

Week
Input Planned
Fashion Buying, Sourcing &

Retail:
Buying organization structures
Basics of Store Operations

Functional Areas of Store
Operations
Store operating
Parameters
Preparation to weaving
Introduction to Marketing
Business
Environment-Micro & Macro,
Concept & Scope.
Role & Responsibilities of a

Merchandiser
Concepts, Types of Malls, Trade

Area Analysis
Definition of a Mall
Terminologies such as
Anchor Store, Tenant Mix, Facility
management etc.
Types of Malls Seamless,
Specialty Malls
Concept of Trade Area
Preparation to weaving
Segmentation Targeting &

Positioning Process- Role &
Significance in Marketing
3

Merchandiser
Any requirement/
Prerequisite
reading?
Rosenau, J.A. &
Wilson, D.L. (2001).
Apparel
Merchandising: The
Line Starts Here New
York, Fairchild
Publications
Case study discussion:
critical retail store
operations
management when
entering new markets.
Hannelore, E. (2007),
Clothing Technology:
fiber to fashion Verla
Europa-Lehrmittel
Nourney, Voller Gmbh
and Co. (chapter 3)
Kotler Philip and
Armstrong, Gary:
Marketing : An
Introduction;
Rosenau, J.A. &
Wilson, D.L. (2001).
Apparel
Merchandising: The
Line Starts Here New
York, Fairchild
Publications
Case Study Operating Challenges

of a Department Store
in a Mall.
Europa-Lehrmittel
and Co. (chapter 3
Kotler Philip and
Armstrong, Gary:
Marketing : An
Introduction;
Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Faculty
Ms Rekha
Dar/Ms Swati
Ms
Dilpreet/Ms
Ritu
Suranjan
Lahiri
Ms
Anjuna/Mr
Gaurav
Ms Rekha
Dar/Ms
Swati
Ms
Dilpreet/Ms
Ritu
Suranjan
Lahiri
Ms
Anjuna/Mr
Gaurav
Ms Rekha
Dar/Ms
Swati
Page | 4

Prentice Hall (India),

New Delhi
Mall Visit
Weaving principles
Total Product Concept- Branding

Communications.

Merchandiser
Introduction to Visual
Merchandising function
What is VM?
Elements of VM
Weaving principles
Product Life Cycle-Stages &

Strategies, Impact & Marketers
Role.
Mall Audit and

submission of a report
Europa-Lehrmittel
and Co. (chapter 3
Kapferer
: Management , GBS
New Delhi
Frings, G (2009)
Fashion: Concept to
consumer, Pearson
New Delhi
Morgan. T. (2008),
Visual Merchandisng
Laurence King
Publishing Ltd.,
London.
(Page 6-27 : Basics of
VM )
Europa-Lehrmittel
and Co. (chapter 3
Kapferer
: Management , GBS
New Delhi
Store Planning, Design and

Layout
Fixtures
Store Layouts
Design analysis
Morgan. T. (2008),
Visual Merchandisng
Laurence King
Publishing Ltd.,
London.
( Page 44 - 138:
Fixtures, fitting and
wall fixtures)
Europa-Lehrmittel
and Co. (chapter 3
Ms
Dilpreet/Ms
Ritu
Suranjan
Lahiri
Ms
Anjuna/Mr
Gaurav
Ms Rekha
Dar/Ms
Swati
Ms
Dilpreet/Ms
Ritu
Suranjan
Lahiri
Ms
Anjuna/Mr
Gaurav
Ms Rekha
Dar/Ms
Swati
Ms
Dilpreet/Ms
Ritu
Suranjan
Lahiri
Page | 5

Product Standardisation, Product

Adaptation & Product Diffusion
Process & Stages
Merchandise Classification &
categorization
Activity Visual Merchandising
Prosumers Role in MarketingSignificance & Strategy to

Counter Competition.
Merchandise Classification &

categorization
Saxena, Rajan,
Marketing
Management; Tata
McGraw Hill
Frings, G (2009)
Fashion: Concept to
consumer, Pearson
New Delhi
Activity Handout
Europa-Lehrmittel
and Co. (chapter 3
Wilson, Richard and
Gilligan Colin,
Strategic Marketing
ManagementPlanning,
Implementation and
Control
Frings, G (2009)
Fashion: Concept to
consumer, Pearson
New Delhi
Introduction to Retail
merchandising function
Product Mix
Concept of Cross
Merchandising
7
Commercial fabric identification
New Product Development

Process- Stages, Strategies &
Integration with the Mix
Elements.
8
Buying organization structures &

Retailing Formats
Ms
Anjuna/Mr
Gaurav
Ms Rekha
Dar/Ms
Swati
Ms
Dilpreet/Ms
Ritu
Suranjan
Lahiri
Ms
Anjuna/Mr
Gaurav
Ms Rekha
Dar/Ms
Swati
Ms
Dilpreet/Ms
Ritu
Europa-Lehrmittel
and Co. (chapter 3
Varshney R.L. & Gupta
S.L; Marketing
Management: An
Indian Perspective;
2nd Ed., Sultan Chand
& Sons
Retail Product
Management: Buying
and Merchandising
(2006) by Rosemary
Varley (Author) ,2nd
Edition, Routledge
London
Suranjan
Lahiri
Ms
Anjuna/Mr
Gaurav
Ms Rekha
Dar/Ms
Swati
Page | 6

Activity on Retail Merchandising
Commercial fabric identification
Activity Handhout
Europa-Lehrmittel
and Co. (chapter 3
- Pricing as a Strategy- Factors

Affecting Pricing, Setting up of
Price for a Product
Merchandise planning, buying

and selling
9
Dyeing and printing
Ms
Anjuna/Mr
Gaurav
Retail Product
Management: Buying
and Merchandising
(2006) by Rosemary
Edition, Routledge
London
Europa-Lehrmittel
and Co. (chapter 3
Written exam
Viva for fabric identification
Written exam
Marketing Myopia- SCOT
Analysis, Gaining Competitive
Strength and Countering
Challenges
11
Cutting, sewing
Relevant chapters of
Carr and Latham
(2008), Technology of
Clothing Manufacture,
Oxford, Blackwell
Science Ltd.
Introduction to Promotion Mix

Elements- Role & Significance
and selling
Ms Rekha
Dar/Ms
Swati
Suranjan
Lahiri
Ms
Anjuna/Mr
Gaurav
Ms Rekha
Dar/Ms
Swati
Suranjan
Lahiri
Ms
Anjuna/Mr
Gaurav
Pricing Strategies- Use, Impact &

Role
10
Ms
Dilpreet/Ms
Ritu
Suranjan
Lahiri
Retail Product
Management: Buying
Ms Rekha
Dar/Ms
Swati
Tarun Pandey
Ms
Anjuna/Mr
Gaurav
Ms Rekha
Dar/Ms
Page | 7

Finishing and packaging
12
and selling
Integration with other Mix

Elements
13
Lean Manufacturing
14
Environmental issues
15
and Merchandising
(2006) by Rosemary
Edition, Routledge
London
Relevant chapters of
Carr and Latham
(2008), Technology of
Clothing Manufacture,
Oxford, Blackwell
Science Ltd.
Retail Product
Management: Buying
and Merchandising
(2006) by Rosemary
Edition, Routledge
London
Varshney R.L. & Gupta
S.L; Marketing
Management: An
Indian Perspective;
2nd Ed., Sultan Chand
& Sons
Relevant chapters
from Toyota
Production System: An
Integrated Approach
to Just-In-Time, 4th
Edition 2011
by Yasuhiro Monden.
Relevant notes from
Green Manufacturing
Swati
Tarun Pandey
Ms Rekha
Dar/Ms
Swati
Ms
Anjuna/Mr
Gaurav
Tarun Pandey
Tarun Pandey
Project
submission
Guidance to use non-contact hours:

This module has 60 non-contact hours. The non-contact hours have to be used as
independent learning time by you. You are expected to spend these hours reading
books, journals, news papers, magazines in the Library, conducting market research,
getting your questionnaires filled, visiting exhibition, malls, factories, etc. as required
by the different assessment parameters in this module.. You will meet mentors from
the industry and your faculty mentors for guidance especially on your project work.
The non-contact hours is directly linked with your performance at the interim jury
culminating in your final presentation and submission
Assessment
The module assessment is based on how you have grown in terms of your understanding and
application of content discussed in the class to meet the module specific learning outcomes.
Page | 8

Throughout the module you will have many opportunities to evaluate your progress against the
learning outcomes at interim evaluation points
Your final evaluation will be based on two Assessment Elements:
Written Exam
40%
Project
60%
1. Assessment Element One: Written Exam 1 - weight age 40%-LOs- (KU-a

and S,Q &A-b)
You will undergo a written exam 1 in Week 7.
A two hour written exam will be given. Questions based on key concepts, methods,
terms related to functions of fashion will be asked. Maximum marks will be 100.
The criteria for the assessment task will based on the following:
written exam of 100 marks,
2hrs on both weaving and dyeing/printing and merchandising (10th week)

Viva of 20 marks on commercial fabrics taught in the class (9th week)
The following rubric indicates how you will be graded for your Written Exam .
Grade ->
LO K&U-a
Determine the
functions of
fashion
merchandising,
marketing and
retail
environment.
LO SQA-b
Use the raw
materials of
fashion including
trims,
accessories and
various other
value addition
processes on
textiles and
apparel.
Distinction
(70% and
above)
You are able to
demonstrate
excellent
understanding
of functions of
fashion
merchandising.
The work
shows a
mature
understanding
of the raw
materials of
fashion
including trims,
accessories
and various
other value
addition
processes on
textiles and
apparel.
First Class
(60-69%)
Second Class
(50-59%)
Fail
(49% & below)
You are able to

demonstrate
Good
understanding
of functions of
fashion
merchandising.
You are able to

demonstrate
satisfactory
understanding
of functions of
fashion
merchandising.
You are not able

to demonstrate
satisfactory
understanding
of
functions of
fashion
merchandising.
The Work shows

good
understanding
of
the raw
materials of
fashion
including trims,
accessories and
various other
value addition
processes on
textiles and
apparel.
The work
shows
satisfactory
understanding
of the raw
materials of
fashion
including trims,
accessories
and various
other value
addition
processes on
textiles and
apparel.
The work does

not show
understanding
of the raw
materials of
fashion
including trims,
accessories and
various other
value addition
processes on
textiles and
apparel.
2. Assessment Element Two : Project - weight age 60% - (LOs- a, b & c)

(S,Q, & A-b)
Page | 9

You will submit your Project Report in Week 14.

You will be divided into groups of two students. The students would choose one of the
existing fashion and lifestyle brands in India (it can be any product category like apparels,
accessories - (watches, footwear, and handbags), cosmetics, home furnishings, etc.
The project would involve the execution and application of conceptual learning for fabric,
production, merchandising, marketing and retailing in the following way Identify and apply an appropriate growth strategy for the chosen brand (which already has
stores in tier 1 cities) in tier 2/3 cities The students are required to adapt the existing business model of the brand
according to the selected city.
This should involve market analysis and reconstruction of the marketing and
retailing mix i.e.
a)
b)
c)
d)
e)
f)
g)
h)
Environmental analysis -Competitor analysis, PEST, SWOT

Consumer analysis and identification of the target market,
strategizing promotional campaigns,
designing a suitable product mix,
pricing strategies,
location of retail store
store format and its operations
proposing a store layout
-Merchandising:
The students will study the said brand , analyze and reflect and make details of the
following for tier 2/3 city stores :
a) The product categories
b) Merchandise mix
c) Price points
d) Ratio of top versus bottom
e) Fabrics and trims
f) Sourcing supply chain.
f) Quality standards
g) Concept/Color theme across product categories
h) Systems and processes followed at production interface.
Grade ->
LO K&U- a.
Determine the
functions of
fashion
merchandising,
marketing and
retail environment
LO K&U-b
Examine the
world of retailing
marketing and
merchandising, its
concepts,
structure,
Distinction
(70% and
above)
Your
understanding
of
fashion
product in terms
of functions of
fashion
is
excellent.
Your explanation
of
retailing
marketing and
merchandising,
its
concepts,
structure,
dynamics,
the
First Class
(60-69%)
Second Class
(50-59%)
Your
understanding
of fashion
product in
terms of
functions of
fashion is
good
Your
explanation of
retailing
marketing and
merchandising,
its concepts,
structure,
Your
understanding
of fashion
product in
terms of
functions of
fashion is
satisfactory
Your
explanation of
retailing
marketing and
merchandising
, its concepts,
structure,
Fail
(49% &
below)
Your
understanding
of fashion
product I
terms of
functions of
fashion is not
satisfactory
Your
explanation of
retailing
marketing and
merchandising,
its concepts,
structure,
Page | 10

Grade ->
dynamics, the
environment and
the contemporary
issues.
LO K&U-c
Analyze classroom
learning to real-life
applications and
contribute to
formulation of a
relevant marketing
/ branding
strategy.
LO S, Q & A-a
Ability to map
and apply
various
processes of the
backend
merchandising
functions within
an
organizational
infrastructure
and various
departments.
Distinction
(70% and
above)
environment
and
the
contemporary
issues
is
excellent
First Class
(60-69%)
Second Class
(50-59%)
dynamics, the
environment
and the
contemporary
issues is good.
You have been

able to analyze
classroom
learning to reallife applications
and contribute
to formulation
of a relevant
marketing /
branding
strategy in an
excellent
manner.
You have been

able to analyze
classroom
learning to
real-life
applications
and contribute
to formulation
of a relevant
marketing /
branding
strategy quite
well.
dynamics, the
environment
and the
contemporary
issues is
satisfactory.
You have been
able to
analyze
classroom
learning to
real-life
applications
and contribute
to formulation
of a relevant
marketing /
branding
strategy in a
satisfactory
manner.
Fail
(49% &
below)
dynamics, the
environment
and the
contemporary
issues is not
satisfactory
You have been
not been able
to analyze
classroom
learning to
real-life
applications
and contribute
to formulation
of a relevant
marketing /
branding
strategy
satisfactory
manner.
You have been

able to map and
apply various
processes of the
backend
merchandising
functions within
an
organizational
infrastructure
and various
departments in
a mature way.
You have been

able to map
and apply
various
processes of
the backend
merchandising
functions
within an
organizational
infrastructure
and various
departments in
a good way.
You have been

able to map
and apply
various
processes of
the backend
merchandising
functions
within an
organizational
infrastructure
and various
departments
in a
satisfactory
way.
You have been

able to map
and apply
various
processes of
the backend
merchandising
functions within
an
organizational
infrastructure
and various
departments in
an
unsatisfactor
y way.
Page | 11

Grade ->
LO S, Q & A c)
Select and apply
relevant data
collection
techniques to
complex
situations
leading to fine
interpretations
based on
synthesis of a
range of findings
Distinction
(70% and
above)
The work
demonstrates
correct
selection and
very effective
application of
relevant data
collection
techniques to
complex
situations
leading to
better
synthesis and
deeper
interpretation
s.
First Class
(60-69%)
Second Class
(50-59%)
The work
demonstrates
selection and
correct
application of
relevant data
collection
techniques to
complex
situations
leading to
synthesis and
relevant
interpretatio
ns
The work
demonstrates
correct
selection
and fair
application
of relevant
data collection
techniques to
complex
situations
leading to
synthesis and
just fair
interpretatio
ns
Fail
(49% &
below)
The work does
not
demonstrate
correct
selection and
very effective
application of
relevant data
collection
techniques to
complex
situations
leading to no
synthesis and
no relevant
interpretatio
ns
Note: Late submission, absenteeism and plagiarism will be treated according to the
norms laid down in the students handbook.
Feedback to you:
You will receive a formative feedback after the second week of the module; and a
summative feedback within a week of completion of the module, from your course
coordinator. The formative and summative feedback will cover all the assessment
elements.
Formative assessment shared with you during the progress of the module is to help
you understand and improve your strength and deficiencies; it essentially indicates
the trend in your progress.
Formative Assessment: February 2015
Assessment Plan
Formative Feedback
Jury
Week 10
Summative assessment is shared with you, after you submit your complete work
(consolidated work of all the sub-modules) at the end of the four weeks encapsulates
the overall progress you have made through the module.
Summative Assessment: April 2015
Assessment Plan
Summative Feedback
Page | 12

Project Report
Week 14
If you have a problem special situation

If you have any problems with the module or the work, see the respective module
tutor or module leader as soon as possible. They may be able to help, and sooner a
problem is identified, the easier it will be to sort out. If you are ill or have other
special situations which might affect your ability to meet deadline, your assessment
will be evaluated as per the rules in Student Hand Book. So, it is strongly
recommended that you read the Section 12 in Student Hand Book very carefully and
satisfy your queries, if any, by asking course Leader/ Course coordinator. In case of
any non-academic issues, you are encouraged to meet the Student Counselor at
Student Development and Support (SDS).
Dilpreet Kaur
(Module Leader)
Page | 13

Module Guide Functions of Fashion Semester 2

Caricato da

Informazioni sul documento

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Module Guide Functions of Fashion Semester 2

Caricato da

Copyright:

Formati disponibili

PG DIPLOMA IN FASHION BUSINESS

Created by Ms Dilpreet on 02 .1 .2015

Module Guide of: Functions of Fashion

Introduction to the module

Role & Responsibilities of a Merchandiser

Buying organization structures & Retailing Formats

Merchandise Classification & categorization

Merchandise planning, buying and selling

Fabric Value addition: Dyeing, Printing and finishing.

Apparel trims & accessories

Basics of Store Operations

Trade Area Analysis

Concepts, Types of Malls

Module Guide of: Functions of Fashion

Introduction to the concepts of Markets and consumer

Module Guide of: Functions of Fashion

Fashion Buying, Sourcing &

Basics of Store Operations

Role & Responsibilities of a

Concepts, Types of Malls, Trade

Segmentation Targeting &

Role & Responsibilities of a

Case Study Operating Challenges

Module Guide of: Functions of Fashion

Prentice Hall (India),

Total Product Concept- Branding

Role & Responsibilities of a

Product Life Cycle-Stages &

Mall Audit and

Store Planning, Design and

Module Guide of: Functions of Fashion

Product Standardisation, Product

Activity Visual Merchandising

Prosumers Role in MarketingSignificance & Strategy to

Merchandise Classification &

New Product Development

Buying organization structures &

Module Guide of: Functions of Fashion

Activity on Retail Merchandising

Commercial fabric identification

- Pricing as a Strategy- Factors

Merchandise planning, buying

Introduction to Promotion Mix

Pricing Strategies- Use, Impact &

Module Guide of: Functions of Fashion

Finishing and packaging

Integration with other Mix

Guidance to use non-contact hours:

Module Guide of: Functions of Fashion

1. Assessment Element One: Written Exam 1 - weight age 40%-LOs- (KU-a

2hrs on both weaving and dyeing/printing and merchandising (10th week)

You are able to

You are able to

You are not able

The Work shows

The work does

2. Assessment Element Two : Project - weight age 60% - (LOs- a, b & c)

Module Guide of: Functions of Fashion

You will submit your Project Report in Week 14.

Environmental analysis -Competitor analysis, PEST, SWOT

Module Guide of: Functions of Fashion

You have been

You have been

You have been