Category: Journal

This course offers an in-depth analysis of distribution channels and their role in managing customer service at every stage. It covers topics such as e-channel behavior, channel design, the selection, motivation, and control of channel members, types of retailers, retailer marketing decisions, the future of retailing, and wholesaling. Building on knowledge from Consumer Behavior, the course emphasizes how retailing is centered around the consumer experience and the services needed to deliver exceptional customer service to targeted demographics. It highlights the importance of “omni-channel” retailing as a key strategy in the fashion industry, aiming to enhance the retail experience and provide optimal customer service across all levels of the retail supply chain to maintain a competitive edge.

This course provides an introduction to the marketing landscape, covering both direct and internet marketing. It explores the expanding global reach and how to integrate components into an Integrated Marketing Communications (IMC) strategy. Students learn how to implement marketing strategies geared towards customer acquisition, lead conversion, retention, and increasing customer value. Additionally, one will learn about the metrics used to measure these outcomes. The course also delves into optimization techniques for natural search, pay-per-click (PPC) advertising, email marketing, display advertising for both branding and direct response, and social networks.

This course covers the definitions and functions of various promotional types, including advertising, sales promotion, public relations, and personal selling. It will include a historical analysis of advertising, explore the types and roles of advertising agencies, and review advertising’s societal impact. The course also examines media planning and buying processes, analyze broadcast and print media, and involve the creation of both broadcast and print advertisements. Additionally, it reviews different sales promotion techniques, events, and sponsorships, discuss the role of public relations, explore specialty advertising techniques, and provide an overview of global advertising practices.

In this course, students thoroughly investigate the processes involved in establishing, assessing, and supervising a brand. A key focus of the course is to delve deeply into the visual literacy, where students examine the various symbols and imagery utilized in the development and evolution of fashion brands and their identities. The exploration of both theoretical and practical applications of images as a powerful tool for visual communication will be at the core of the course, seeking to equip students with the knowledge and skills to effectively convey messages about brand identity.

This course serves as a foundational exploration of the essentials of fashion merchandising. It delves into the intricate workings of the industry, including the roles of textile mills, designers, manufacturers, auxiliary fashion industries, and retailers. With an emphasis on the pervasive influence of technology and the rapidly changing landscape of fashion retail in the digital age, the course provides a thorough understanding of the multi-faceted transformation of the fashion business into a dynamic and globalized industry. Students gain valuable insights into the interconnected web of processes and stakeholders that define the modern fashion landscape.

The course on visual merchandising provides a study of the techniques used in retail settings to present products effectively. It covers both the theoretical foundation and the practical applications of creating captivating in-store environments. This involves an in-depth analysis of how lighting, special effects, fixtures, and strategic product placement are utilized to convey compelling messages about fashion brands and ultimately shape consumer behavior. The key areas of focus encompass the intricate art of designing displays for specialty and department stores, developing impactful visual presentations for walls and windows, mastering professional presentation techniques, as well as gaining insights into the profound influence of color, music, and lighting on consumer decision-making processes.

This course serves as an introduction to the intricacies of the dynamic fashion and textiles industry. It delves into both wholesale and retail environments, offering students a comprehensive understanding of the various textile types and their integral roles in fashion merchandising, buying, and retailing. Students delve into the foundational knowledge of fibers, yarns, fabric construction, finishes, and embellishments, ensuring they acquire the expertise needed to assess quality and make well-informed fabric choices.