Retailing Applied to Fashion

(3-5 Credit Hours) · Undergraduate

The purpose of this course is to introduce students to issues related to Retail Management in Fashion industry. Students will understand basic concepts related to fashion industry and learn the value of location and how to analyze trading areas and select sites. Participants will study supply chain in fashion industry and analyze retail buying and stock planning, in order to fully understand how to manage fashion product life cycle in store. Students will then analyze how to manage human resources in fashion and understand careers and opportunities in fashion. Students will also learn how fashion companies build their brands and will focus on luxury brands. The course requires both understanding of fashion retail concepts as well as the ability to apply these concepts to fashion companies' decision making. Norwich, UK Shopper marketing is concerned with the factors that influence buyer behaviour where it matters most at the point of purchase, instore or online. These factors are referred to as situational factors and relate to the individual shopper, the environment (store or website), the buying goals (self or other-orientated), and the shopping mission (routine repeat purchase, or special occasion). This module explores the way in which retailers and manufacturers work together to influence, anticipate and meet the needs and wants of distinct shopper segments through the manipulation of the retail environment, the marketing mix and the supply chain. As such, it will be appeal to students with an interest in marketing, retailing, operations management and consumer behaviour but also students from other disciplines with an interest in sustainable consumption and the design of interventions (policies and practices) that influence buyer behaviour.