Course Outline For Fashion Business Management
Fashion Business
  1. Introduction to the course
  2. The importance of clothing and fashion
    • Clothing choices
    • Economic and political influence
    • fashion terms
  3. Fashion movement
    • Leaders and followers
    • Theories and principles of fashion movement
    • Stages and time spans of cycles
  4. Substance of fashion industry
    • Channels of distribution
    • Other textiles industries
    • Trade associations and publications
    • Geographic areas in fashion specialities
  5. The fashion design segment
    • Price market categories
    • The design process
    • World fashion centers
  6. Ready-to-wear manufacturing
    • Business aspects of manufacturing
    • Apparel production methods
    • offshore production
  7. Wholesale apparel distribution
    • inventory management
    • Technological advances
    • Selling
    • Distribution of fashion
  8. The retail segment
    • Types of apparel retailers
    • Store ownership groups
    • Functional areas of fashion retail firms
  9. Retail positioning
    • Targeting and differentiating
    • Product,pricing,place and prommotion strategies
    • Trends in retail positioning
  10. Retail Merchandise
    • Sizing and classification of apparel
    • Accessory groups
  11. merchandise buying
    • Market weeks,trade shows and apparel marts
    • Buying of foreign goods
    • Merchandise selection
  12. A global perspective
    • Trade trends and policies
    • World's major trading blocs
    • International sourcing and market opportunities
  13. The latest fashion business trends
    • Technologies used in fashion
    • Consumer traits, expectations and behaviours
    • Retail shakeout
Distribution Strategies
  1. Course Introduction
    • What you will learn
    • Using the exercise files
  2. What is Distribution Strategy?
    • Section introduction
    • Principles of distribution
    • What is marketing mix
    • The 7 p's
    • How to use the 4 main p's
    • Using tools for scenarios
    • Determining how to use the 3p's
    • Why it is important to choose the channel
      that brings positive impact
  3. Rules to Guarantee Success
    • Market factors (place)
    • Producer factors (promotion)
    • Product factors (product)
    • Competitive factors (price)
    • 3p's marketing mix scenarios
    • People
    • Process
    • Physical evidence
  4. Positioning
    • Knowing your consumer
    • Services B2B/B2C
    • Extent and context of distributing
    • Outsourced or owned
    • Physical distribution
    • Retail process differentiation
    • Supply chain management
    • Correspondence between distribution channels
  5. Integrated Marketing Mix (IMC)
    • What it means
    • Purpose and connexion have 4p's
    • why the last 3p's is a must determinant
    • Promotional activities (types)
    • Promotional objectives/goals
    • Target group profiling
    • Budget
    • What makes IMC integrated
  6. Tools for Integration
    • Framework for designing IMC
    • Promotional tools
    • Media channels
    • Push or pull positioning strategy
    • The message
    • Design brief or campaign brief
  7. B2B Marketing Mix
    • Overview of organizational buying behaviour
    • Choice criteria
    • Decision making unit (DMU)
    • Decision making process
    • Brand objective as a determinant
    • Methods: Life cycle management
    • Creating a distribution intensity model