Teacher: Farah Tan or Paige Lee
Fashion Marketing & Merchandising course outline
This course is structured to provide students with a good understanding of fashion marketing and the worldwide clothing industry as well as an appreciation of garment technology and clothing materials. Study units will include: fashion marketing, marketing management, product development and business management. The marketing of fashion takes place at all stages of the development, production and distribution of garments. Relevant research findings in communication theory, behavioral sciences, and comprehensive models of buyer behavior will be highlighted as we look at the planning and implementation of marketing communication activities and how communication effectiveness is measured. In this course, students will also be required to develop a marketing plan of their own and apply all aspects of what they have learnt in class into their personal projects.
Week 1
- Introduction to fashion marketing and merchandising
- Explain what is Fashion Movement
- Introduce to fashion cycles
Week 2
- Learn about the aspect of merchandising in production house and retail environment.
- Product Development.
- Line adoption.
Week 3
- Class Discussion
- Factors to consider when planning for the right merchandises, merchandise mix and assortment. Shopping environment
- Store interiors and window displays.
Week 4
- Introduce to retail strategies.
- Consumers
- Target sector
- Positioning (Branding)
Week 5
- Identifying and observing customers and their buying behavior
Week 6
- PEST Analysis
- Marketing Mix
Week 7
- Examine on contemporary fashion companies within the different fashion markets and their business strategies.
- Market Research
Week 8
- Primary vs Secondary research method
- Design a questionnaire
Week 9
- Marketing Communications
- Promotion mix
- Applying all detailed information to technicals
Week 10
- Discuss on any form of marketing strategies that would help to increase sales and store popularity.
- Class assignment
- Students will have to design, plan and assemble a mini visual merchandising project (window display) of their own creation as part of the course objective.
10 weeks (30 hours) 3,800 RMB FDM3
2010 Fashion Marketing & Merchandising Course Schedule
| Period | Day | Section | Time | Course code | Starting dates 2010 | Finishing dates |
|---|---|---|---|---|---|---|
| 10 weeks | Wednesday | Morning | 9:30 - 12:30 | FMM-M0310 | 3-Mar | 5-May |
| FMM-M0510 | 12-May | 23-Jun | ||||
| FMM-M0610 | 30-Jun | 20-Oct | ||||
| FMM-M0910 | 1-Sep | 10-Nov | ||||
| FMM-M1110 | 3-Nov | 26-Jan |
Please check our Lecture Calendar for Course Schedule.
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