Fashion Design Schools, Fashion Design Schools Delhi, Fashion Design Schools India

Apparel Merchandising & Marketing

Programme Leader

Ms. Nandita Abraham



Duration

One Year



Timing

1600 hrs – 1900 hrs (Monday, Wednesday & Friday)



Venue

PAF, Naraina Campus



Fee

Rs. 60000/ - (Programme Fee ) + Rs 12000 ( Registration Fee)



Eligibility
This programme is aimed at those who wish to acquire skills and knowledge necessary for their career progression in the area of merchandising and product development and/or those with experience of working in the apparel industry.

Course Content

The programme concentrates on the basic level of skills and management practices required in the Clothing and Textile Industry for business management and development. Inherent within the course are modules on merchandising activities and therefore cover areas in Systems and Principles of Merchandising, Consumer Behaviour, Manufacturing, Product Development, Textiles, Costing & Pricing and Business Communications. The programme has been structured in a modular manner covering areas of:



Semester I

* Systems and Principles of Merchandising
* Textiles
* Introduction to Manufacturing
* Costing and Pricing
* Business Communication
* Consumer Behaviour



Semester II

* Basics of Marketing and Branding
* Basics of Retailing
* Product Development
* Fashion Buying
* Sourcing
* International Marketing



Module 1 : Systems and Principles of Merchandising
Duration : 3 weeks (12 contact hrs/week)
Teaching Methods : Lecture/ Demonstration and practicals (swatch folder preparation)

* Industry overview, concept and history
* ignificance, scope and role of merchandising in the clothing industry, with a specific bias towards the RMG export industry
* Definition of Merchandise & Merchandising
* Structure and roles of the different areas of operations in an organization
* Role and Responsibility of a Merchandiser
* Types of Buyers
* Buying seasons and their significance in product planning
* Merchandising interface with other departments in an apparel organization



Module 2 : Textiles
Duration : 3 weeks (12 contact hrs/week)
Teaching Methods : Lecture/ Demonstration and practicals (swatch folder preparation)

* Overview of the Textile Industry
* Introduction to Textiles : Fiber characteristics
* Fabrics for apparel
* Commercial application of textiles
* Introduction to yarn production and yarn type
* Introduction to weaving and knitting
* Textile processing
* End use of fabrics and their characteristics.



Module 3 : Introduction to Manufacturing
Duration : 3weeks (12 contact hrs/week)
Teaching Methods : Lecture/ Demonstration and practicals

* Introduction to Pattern Making Techniques
* Understanding of machinery
* Seams & Stitches
* Production Systems & Processes
* Quality Concepts



Module 4 : Costing and Pricing
Duration : 3weeks (12 contact hrs/week)
Teaching Methods : Lecture/ Demonstration and classroom exercises

* Understanding merchandise costing and pricing
* Direct and indirect costs
* Raw Material costs
* Overhead Costs
* Calculating Labour Costs
* Calculation of margins
* Calculation of freight elements
* Calculation of barrier costs
* Currency conversions
* Backward Costing





Module 5 : Business Communication
Duration : 2.5 weeks (12 contact hrs/week)
Teaching Methods : Lecture/ Demonstration and classroom exercises

* The Importance of Communication
* The Communication Process
* Presentation Skills
* Barriers to effective communication
* Communication in Organization
* Information systems and controls
* Management Information System



Module 6 : Consumer Behaviour
Duration : 2.5 weeks (12 contact hrs/week)
Teaching Methods : Lecture and Case Studies

* Understanding Consumer Demand and Fashion/Lifestyle Marketing
* Consumer Groups – Demographic and Psychographic Trends
* Attitude
* Motivation
* Personality
* Reference Group
* Consumer Survey and Analysis



SEMESTER II



Module 7 : Basics of Marketing and Branding
Duration : 3 weeks (12 contact hrs/week)
Teaching Methods: Lecture and Case Studies

* Understanding Marketing
* The difference between Marketing & Selling
* Basic Marketing Definitions
* The Marketing Environment - Macro & Micro
* Market Segmentation
* The Marketing Mix - Product, Price, Place, Promotion
* Consumer Decision Making



Module 8 : Basics of Retailing
Duration : 2.5 weeks (12 contact hrs/week)
Teaching Methods: Lecture and Case Studies

* The Retailing Marketing Mix
* Retail Classification of Stores
* Factors Affecting Merchandise - Product & Fashion Life Cycles, International Trends
* Retailing Seasons and factors affecting seasonality of merchandise
* Planning Product Ranges & Assortment
* The 6-month Seasonal Merchandise Plan & Open-To-Buy (OTB)
* Retail Pricing Policies
* Mark-ups & Mark-downs, Overheads, Operating Costs & Profit
* Retail Promotion
* Stock management and distribution
* Retail space and visual merchandising



Module 9: Product Development
Duration: 2.5 weeks (12 contact hrs/week)
Teaching Methods: Lecture and Case Studies

* The concept of Fashion Forecasting
* Sources of Trend information
* Information gathering and sourcing for colours, fabrics, and prevailing fashion trends
* Mood boards, themes, story boards, and fabric & colour palettes
* Raw Material sourcing
* Market/Customer profiling and Product Analysis and development



Module 10: Fashion Buying
Duration : 2.5 weeks (12 contact hrs/week)
Teaching Methods : Lecture/ Demonstration and classroom exercises

* The role of the fashion buyer
* The buying cycle
* Market planning
* Merchandise planning
* Sourcing: ethical issues
* Negoiation, supplier performance, monitoring and evaluation
* Buying and the Law
* Buying for own label fashion multiples
* Buying branded fashion merchandise



Module 11 : Sourcing
Duration: 2.5 weeks (12 contact hrs/week)
Teaching Methods: Lecture/ Demonstration and classroom exercises

* Sourcing of woven fabrics from powerloom & millmade sector
* Sourcing of flat & circular knits from different regions
* Global sourcing of fabrics
* Understanding of various costs & parameters for costing of fabrics
* Processing costs
* Analysis of fabrics as per end uses
* Latest development in fabrics



Module 12 : International Marketing
Duration: 3 weeks (12 contact hrs/week)
Teaching Methods: Lecture/ Demonstration and classroom exercises

* The Basis & Need for International Trade
* Emerging & established Trade Blocks
* International Regulatory Organisations & Agreements - GATT/WTO, MFA
* Salient Features of the EXIM Policy of the Indian Government
* Export Promotion Councils (EPCs)
* Pre-shipment & Post-shipment Finance & Credit and relevant documentation
* Export Insurance
* Payment Instruments
* Foreign Exchange Regulations
* Common Errors in Export Documentation



At the end of final module, the student undertakes an individual project which integrates and applies learning from the programme.

Fashion Design Schools, Fashion Design Schools Delhi, Fashion Design Schools India