Intro to Fashion Biz July 2014 New (Autosaved) (3) - Copy

8/10/2019 Intro to Fashion Biz July 2014 New (Autosaved) (3) - Copy

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Created by TarunPandey 15/07/2014

PG Diploma in Fashion BusinessIntroduction to Fashion Business

Module Leader : TarunModule tutors : Rekha Dar ,Dilpreet Kaur ,Mahboob

Anwer, Suranjan Lahiri ,RachnaImam, Tarun Pandey

Number of Credits: 15

Level/Year/Semester: Year 1, Semester 1

Type of Module: Core

Module Assessment:1.

Exam and Class Assignment - 40%2. ProjectReport 60%

Cohort -2014-2016


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Module Guide of Introduction to Fashion BusinessPG Diploma in Fashion Business

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Introduction to the module

Aim

Learning Outcomes

This module is designed to ensure that the student should be able to gain basicknowledge of Merchandising process, Apparel products and its supply chain, developability to appreciate fashion product in terms of fiber, fabric, patterning and

construction, understand the uniqueness of the fashion business and helpdifferentiate it from other businesses and develop an understanding of clothing andtextile terminology, and merchandise categorization in apparel.

a) To describe various concepts, philosophies and theories of fashion, buyingand marketing of merchandise in the related business.

b) To discuss the fundamentals of the raw materials of fashion

Knowledge & UnderstandingAfter completing this module, the student should be able to:

a) Explain fashion product in terms of fiber, fabric, and patterning

b) Understand the domains of fashion business with respect to its uniquenessand exceptionality

Skills, qualities and attributes

On completing this module the student should be able to:

a) Identify and work with fabrics by their counts/specs, construction, compositionand finish, and determine their end use as finished products, or part of a finishedproduct

b) Classify and categorize apparel and textile merchandise as per their tradingrequirements within the industry and by consumers of fashion

c) Use correct fashion, clothing and textile terminology as per the business and

product categorization used in the industry


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Module Content

Learning Methodology




Basics of Fashion Business: Industry Overview, Concept & History

Significance, scope and role of merchandising, retailing and marketing in theclothing industry:

Introduction to production Methods for apparels & lifestyle products.

Raw Materials of Fashion: Raw Materials of Fashion:

Overview of the Textile industry.

Classification of the most commonly used textile fibers, their sources,characteristics and end uses

Understanding fabric count and construction Textile knitting

Pattern Appreciation

Tools and materials used for pattern making Pattern making Terminology Basic blocks and pattern component parts Shirt Pattern and collar component & variations Analysis of different stitches, needles, threads, seams & seam finishes

Introduction to fashion

Domestic & international Brief history of fashion movements Principles and elements of Fashion

language of fashion Fashion Product categorization

Your learning will be facilitated through: Lectures/seminars

Product Demonstrations Industry visits Industry speakers Case study discussions


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Essential Reading/Viewing

Additional Reading

Weekly Plan

The Session plan covering the entire semester (week 1 to week 16/18) must be informed to thestudents. The plan must also indicate formative and summative assessments. If in any week, two

Frings, G (2009) Fashion: Concept to consumer, Pearson Prentice Hall (India),New Delhi

Dickerson, K. (2009) Inside Fashion Business, Pearson Prentice Hall (India), NewDelhi

Tate, S.L. (2009) Inside Fashion Design, Pearson Prentice Hall (India), New Delhi Winifred A. (2012) Metric Pattern Cutting for Menswear, Wiley- (India), New Delhi.

Gopal, V. V (2005), Retail management - perspectives and cases, ICFAIUniversity Press, Hyderabad

Kunz (2005) Merchandising Theory, Principles and Practice , FairchildPublications, New York

Levy and Weitz (2003) Retailing management, Tata McGraw, New Delhi

Sherman and Perlman (2007) The real world guide to fashion selling andmanagement, Fairchild Publications : New York

Burns, L.D. & Bryant, N.O. (2002). The Business of Fashion: Designing,

Manufacturing and Marketing. 2ndEdition. New York, Fairchild PublicationsTrade Journal and publications

Burns, L.D. & Bryant, N.O. (2002). The Business of Fashion: Designing,Manufacturing and Marketing. 2nd Edition. New York, Fairchild Publications
http://192.168.0.71:8080/jopacv06/html/Browse?brwbuttonid=B&rLoc=1&link=TRetail%20management%20-%20perspectives%20and%20caseshttp://192.168.0.71:8080/jopacv06/html/Browse?brwbuttonid=B&rLoc=1&link=TRetail%20management%20-%20perspectives%20and%20caseshttp://192.168.0.71:8080/jopacv06/html/Browse?brwbuttonid=B&rLoc=1&link=TRetail%20management%20-%20perspectives%20and%20cases


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Guidance to use non-contact hoursThis module has 50 non-contact hours. The non-contact hours have to be used as independentlearning time by you. You are expected to do intensive research by spending 20 hourstocollect secondary data form online and library to collect market information. You also have tospend another 30 hoursfor collecting primary data in the market and the factories.

All these hours you spend as non-contact hours will lead to making of your finalsubmissions.

Weekly Plan

Week Input PlannedAny requirement/Prerequisite reading? Faculty

1

Industry Overview, Concept&History

Frings, G.S. (2009).Fashion: From Concept toConsumer. 7th Edition.

New Delhi, Prentice-Hallof India

Rekha Dar

Origin of fashion Frings, G (2009)Fashion: Concept toconsumer, PearsonPrentice Hall (India), NewDelhi

Rachna Imam

2

Retailing/Buying Seasons &their significance in Product

Planning

Retail ProductManagement: Buying and

Merchandising (2006) byRosemary Varley (Author)

,2nd Edition, RoutledgeLondon

Rekha Dar

Factors Affecting Fashion

Frings, G (2009)

Fashion: Concept to

consumer, Pearson

Prentice Hall (India),New Delhi

Rachna Imam

3

Retailing/Buying Seasons &their significance in ProductPlanning

Retail ProductManagement: Buying andMerchandising (2006) byRosemary Varley (Author),2nd Edition, Routledge

London

Rekha Dar

Fashion Cycle Fads/Classic

Frings,G (2009)Fashion: Concept to

consumer, PearsonPrentice Hall (India), NewDelhi

Rachna Imam


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4

Types of Buyers

Retail ProductManagement: Buying andMerchandising (2006) byRosemary Varley (Author)

,2nd Edition, RoutledgeLondon

Rekha Dar

Adoption (theories of Fashion)

Frings, G (2009)Fashion: Concept toconsumer, PearsonPrentice Hall (India), NewDelhi

Rachna Imam

5

Significance, scope and role ofmerchandising in the clothingindustry: domestic retail and

export

Kunz, Grace (2005).Merchandising: Theory,Principles, and Practice.2nd Edition Fairchild

Books. ISBN 1563673533

Rekha Dar

Fashion Movements


Rachna Imam

6

Significance, scope and role of

merchandising in the clothingindustry: domestic retail and

exports

Basic Merchandising 1&2 by Rekha Dar & V.GVenkatesh

Rekha Dar

Fashion Movements continued

Frings, G (2009)

Fashion: Concept toconsumer, PearsonPrentice Hall (India), NewDelhi

Rachna Imam

7

Retailing/Buying Seasons &

their significance in ProductPlanning

Kunz, Grace (2005).Merchandising: Theory,

Principles, and Practice.2nd Edition FairchildBooks. ISBN 1563673533

Rekha Dar

Elements of fashion

Frings, G (2009)Fashion: Concept to

consumer, PearsonPrentice Hall (India), NewDelhi

Rachna Imam

8Definition of Merchandise &Merchandising

Kunz, Grace (2005).

Merchandising: Theory,Principles, and Practice.2nd Edition Fairchild

Books. ISBN 1563673533

Rekha Dar


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Principles of Fashion


Rachna Imam

9

Role& responsibilities of aMerchandiser

Basic Merchandising 1&2 by Rekha Dar & V.GVenkatesh

Rekha Dar

Fashion vocabulary


Rachna Imam

10 Garment details- necklines,sleeves, tops, skirts, trousersetc

Frings, G (2009)


Rachna Imam

11Fashion Trends and styling

Frings, G (2009)

Fashion: Concept toconsumer, Pearson

Prentice Hall (India), NewDelhi

Rachna Imam

12Fashion Product categorization

Frings, G (2009)


Rachna Imam

13 Fashion Product categorization

Frings, G (2009)



Rachna Imam

14Fashion Product categorization

Frings, G (2009)



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Weekly Plan

Week Input PlannedAny requirement/Prerequisite reading? Faculty

1

Gmt. ConstructionIntroduction to various industrial

sewing machinery& equipment

Winifred A. (2012) MetricPattern Cutting forMenswear ,Wiley- (India)

M.Anwer

Introduction to the subject and itsimportance. Textile Industryoverview.

(Hannelore, E. (2007),Clothing Technology.fiber to fashionVerlaEuropa-LehrmittelNourney,VollerGmbh and Co. )

Suranjan

2

Use & control of different

types of machinesButton hole machineButton attach machine

Over lock machine ( Five thread,

Four thread & three thread )

Winifred A. (2012) MetricPattern Cutting forMenswear , Wiley- (India)

M.Anwer

Textile fibers (natural andmanmade):Classification, manufacturing andend use.

(Hannelore, E. (2007),Clothing Technology.fiber to fashion VerlaEuropa-LehrmittelNourney,VollerGmbh and Co. )

Suranjan

3

Garment ConstructionMachine exercise on fabric

circle, corners, straight lines

Pattern Making

BackSleeve

Winifred A. (2012) MetricPattern Cutting forMenswear , Wiley- (India)

M.Anwer

Textile fibers(natural andmanmade):

Classification, manufacturing andend use


Suranjan

4

Garment Construction

Folder & attachmentsPattern Making

Winifred A. (2012) Metric

Pattern Cutting forMenswear , Wiley- (India)

M.Anwer


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Drafting and development collars

Yarn Numbering: numericalcalculations based on direct andindirect system.

(Hannelore, E. (2007),Clothing Technology.fiber to fashion VerlaEuropa-LehrmittelNourney,

VollerGmbh and Co. )

Suranjan

5

GarmentConstructionVarious seam typesPattern MakingFront Plackets

Winifred A. (2012) MetricPattern Cutting forMenswear , Wiley- (India) M.Anwer

Lab demonstration for derivingyarn and fabric technical

specifications (count, constructionetc.)

(Hannelore, E. (2007),Clothing Technology.

fiber to fashion VerlaEuropa-LehrmittelNourney,VollerGmbh and Co. )

Suranjan

6

Garment Construction

Various seam types


Pattern Cutting forMenswear , Wiley- (India) M.Anwer

Lab demonstration for derivingyarn and fabric technical

specifications (count, constructionetc.)

(Hannelore, E. (2007),Clothing Technology.

fiber to fashion VerlaEuropa-LehrmittelNourney,VollerGmbh and Co. )

Suranjan

7

Pattern MakingTools and material for usedin pattern making

Pattern making terminologyBody measurement [ generalprincipal / tacking direct

measurement / proportionateSystem of measurement.General overview of the clothingindustry from design to dispatch

Winifred A. (2012) MetricPattern Cutting for

Menswear , Wiley- (India)

M.Anwer

Yarn manufacturing process

(Hannelore, E. (2007),Clothing Technology.fiber to fashion Verla

Europa-LehrmittelNourney,VollerGmbh and Co. )

Suranjan

8

Pattern Making

Drafting and development shirtparts

Winifred A. (2010) MetricPattern Cutting forMenswear , Wiley-

Blackwell (India)

M.Anwer

Yarn manufacturing process



Suranjan

9Garment ConstructionConstruction of Shirt PartsFront plackets ( Regular/

Winifred A. (2010) MetricPattern Cutting forMenswear , Wiley-

M.Anwer


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continue, Box, Concealed/ Flyopening, Top stitch plackets

Blackwell (India)

Introduction to weaving process

(Hannelore, E. (2007),Clothing Technology.fiber to fashion VerlaEuropa-LehrmittelNourney,

VollerGmbh and Co. )

Suranjan

10

Garment ConstructionConstruction of collarsTwo piece button stand collar

Winifred A. (2010) MetricPattern Cutting forMenswear , Wiley-Blackwell (India)

M.Anwer

Written exam Suranjan

11

Pattern MakingGarment Critical & Depth inPattern Making


Pattern Cutting forMenswear , Wiley-Blackwell (India)

M.Anwer

Knitting



Saroj

12

Garment Critical & Depth inPattern Making

Winifred A. (2012) MetricPattern Cutting for


M.Anwer

Knitting

((Hannelore, E. (2007),Clothing Technology.fiber to fashion Verla


Saroj

13

ProjectmentoringWinifred A. (2012) MetricPattern Cutting for


M.Anwer

Knitting


Saroj

14

Projectmentoring M.Anwer

Knitting


Saroj

Weekly Plan


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Week Input Planned Prerequisite Reading Faculty

Week 1

Marketing: The

Changing Economic

Scenario and role ofmarketing.

Chapter1-Fashion

Marketing by Mike

Easey

Dilpreet Kaur

Week 2

Marketing: The

Marketing concepts &

consumer orientation.

Chapter 2-Concept to

Consumer

Dilpreet Kaur

Week 3 Introduction to Retailing

Ch-1 Barry Berman,

Retailing Management.

Any Article from the

JuneJuly 2013 issues

Of Images Retail.

Dilpreet Kaur

Week 4

The role of retailing and

the changing economy.

Ch-2,3 Barry Berman,

Retailing Management

Images Year Book

(2011) - chapter 2

Dilpreet Kaur

Week 5Marketing: TheMarketing systems, tools

and processes.

Chapter-2, 3Fashion

marketing by Mike Easey

The Great Indian

bazaar- McKinsey Report

Ch2Retail

Management By Poolan.

Dilpreet Kaur

Week 6

Marketing: Segmenting,

Targeting and

Positioning;

Chapter 3Marketing managementby Philip Kotler.

Dilpreet Kaur

Week 7

Marketing: Marketing

Mixproduct, priceChapter 4Marketing management

by Philip KotlerDilpreet Kaur

World Class

Manufacturing

Notes (Stitch World) Tarun Pandey


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Week 8

Marketing: Its Mix-

promotion

Chapter 4Marketing management

by Philip KotlerDilpreet Kaur

Types of Production

processes

Technology of ClothingManufacture (2102) Carr& Lathams. Oxford,Blackwell Science Ltd.

Tarun Pandey

Week 9

Marketing: Marketing

Mixplace

Chapter 5Marketing management

by Philip Kotler

Dilpreet Kaur/Dr.

Panwar

Types of Production

processes.


Week 10

Retail mixDiscussing

various retailers in DelhiNCR.

Ch-1, Grocery & Wetretailing, Mishra Mridula.

Dilpreet Kaur /Dr.Panwar

Manufacturing Overview-Life style products


00 Week 0

Week 0

Week 11Retail formats: Retailprocesses and systems.

Retailing Management, Astrategic approach,Berman Berry.

Dilpreet Kaur /Dr.Panwar


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Manufacturing Interface.

Burns, L.D. & Bryant,N.O. (2002). TheBusiness of Fashion:Designing,Manufacturing andMarketing. 2ndEdition.

New York, FairchildPublicationsTrade Journal andpublications

Tarun Pandey

Week 12

Retail Formats:

Contemporary issues in

retailing.

Fashion Design by SueJenkyn Jones/Handouts

Retailing Management, Astrategic approach,

Berman Berry.

Dilpreet Kaur /Dr.

Panwar

Manufacturing Overview-

Life style products

Notes (Stitch World)

Week 13

Marketing: Managing

Profitable Customer

Relationship.

The Great India Bazaar-

McKensy report

Dilpreet Kaur/ Dr.

Panwar

Manufacturing Overview-

Life style products


Week 14Assessments

Dilpreet Kaur/ Dr.

Panwar

Assessments Tarun Pandey

Assessments

The module assessment is based on how well you are able to demonstrate your completeunderstanding of fashion merchandising and its allied aspects such as fabrics, fashion elements,pattern making and garment construction. The knowledge and skills as described in the earlierpart of this document is what you should achieve by the end of this module. Throughout the

module you will have many opportunities to evaluate your progress against the learningoutcomes at interim evaluation points and through formative feedback from your tutor.

Your final evaluation will be based on three Assessment Elements:1. Class Assignment and Exam- 40% (100 marks=50 marks Class assignment+ 50 marks Exam)2. Project Report60%


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Assessment Element two: Project Report.

construction,compositionand finish, anddetermine theirend use asfinished

products, orpart of afinishedproducts

counts/specs,construction,composition andfinish, anddetermine theirend use as

finishedproducts.

construction,composition and finish,and determine their enduse as finishedproducts.

theircounts/specs,construction,compositionand finish, anddetermine

their end useas finishedproducts

counts/specs,construction,composition andfinish, anddetermine theirend use as

finished products

Assessment 2Method of Assessment: Project ReportLos that will be assessed by this assessment: K & U->(A),(B) and S,Q,A (A),(B),(C)Brief for Assessment:This project report file is an integration of learning from Elements of Fashion design, fabrics &

merchandising manufacturing and retailing fundamentals.A Group of three students will select two brands each Mens & Womens wear Brand Retailing inIndia.

The project file: is observation and assimilation of study of the selected brand1. Organization /Brand introductionIntroduce the brand profile in relation with the evolution

of fashion and retail of readymade garments.

2. Notable milestones in their evolution, corporate vision/goal, core strategy, locations inwhich present the customer profile.

3. Discuss and explain the brand in relation to the marketing principles and the retail mix ofthe retail stores.

4. List the buying seasons and the product categories5. Product categories6. Identify the current trends adapted by the brands7. Identify the design features/ styling details of the brands

8. Does the brand have some specific fit/fall/fabric specialty which is the USP of the brand?9. Students should be able to observe the detailing of the garment from the fashion aestheticspoint of view, the following details could be observed in categories of tops for men &women:

Sleeve lengthsCollars detailsPatterns and fitPrints/surface ornamentation

Colors (color combinations)Fabrics used (knits, woven, solid, yarn dyed, printed etc.)

10. (a)Collect 20 fabrics (10 should be similar to fabrics used by brand and 10 others)) and

analyze them on the following parameters : Name of Fabric

Fabric width Fiber content (Burning Testtested fabric to be attached in report )

Yarn count(calculation to be shown and used yarn samples to be attached in report)

Thread Count (E.P.IXP.P.I/W.P.IXC.P.I) GSM(calculation to be shown and fabric attached in the report)

Source/supplier name

Cost of the fabric/meter11. Each group will visit & Study one apparel brand manufacturing unit & write a detailed reporton the following:

The type of buyers Buying seasons

Merchandising interface within the organization

Observes three styles and write observations.

The students will study the Brand/organization and make the financial analysis,organization structure and human resource (HR) policies ,procedures and work culture


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The following rubric indicates how you will be graded for yourIntegrated Project Report:

Grade -> Distinction(70% and

above)

First Class(60% -

69%)

Second Class(50-59%)

Fail(Below 50%)

LO K&U (A)Explain fashion productin terms of fiber, fabric,and patterning

Yourexplanation of

fashionproduct in

terms of fiber,fabric, andpatterning is

excellent

Yourexplanation of

fashionproduct in


good

Yourexplanation of

fashionproduct in


satisfactory

Your explanationof fashion product

in terms of fiber,fabric, and

patterning is notsatisfactory

LO,K&U.(B)Understand thedomains of fashionbusiness with respectto its uniqueness andexceptionality

Yourunderstandingof theuniqueness of

fashionbusiness andappreciation offashion in

terms of fiber(natural andartificial),

fabric (knittedand woven),

patterns andconstruction isexcellent.





patterns andconstruction isgood.





patterns andconstruction issatisfactory

Yourunderstanding ofthe uniqueness offashion business

and appreciationof fashion in termsof fiber (naturaland artificial),

fabric (knitted andwoven), patternsand construction

is notsatisfactory.

LO SQ(A)Use correct fashion,clothing and textileterminology as per thebusiness and productcategorization used inthe industry

Yourunderstandingof clothing andtextileterminology(as evidentfrom your class

work andhome worksubmissions),andmerchandise

categorization

in apparel isexcellent.

Yourunderstandingof clothingand textileterminology(asevident fromyour class


categorization

in apparel isgood.

Yourunderstandingof clothingand textileterminology(asevident fromyour class


categorization

in apparel issatisfactory

Yourunderstanding ofclothing andtextileterminology(asevident from yourclass work and

home worksubmissions), andmerchandisecategorization inapparel is not

satisfactory.

LOSQ(B)Identifyand work with fabricsby theircounts/specs,construction,composition andfinish, and determine

You haveshownexcellentaptitude inidentifying andwork withfabrics by theircounts/specs,

You haveshown goodaptitude inidentifying andwork withfabrics bytheircounts/specs,

You haveshownsatisfactoryaptitude inidentifying andwork withfabrics bytheir

You have shownunsatisfactoryaptitude inidentifying andwork with fabricsby theircounts/specs,construction,


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their end use asfinished products, orpart of a finishedproduct

construction,compositionand finish, anddetermine theirend use asfinished

products, orpart of afinishedproduct.

construction,compositionand finish, anddeterminetheir end useas finished

products, orpart of afinishedproduct.

counts/specs,construction,compositionand finish, anddeterminetheir end use

as finishedproducts, orpart of afinished

product.

composition andfinish, anddetermine theirend use asfinished products,or part of a

finished product.

LOSQ(C )Classify andcategorize appareland textilemerchandise as pertheir tradingrequirements within

the industry and byconsumers of fashion

You have beenable to classifyproduct

categories inapparels within

the industryand byconsumers of

fashion in anexcellentmanner.

You havebeen able toclassify

productcategories in

apparelswithin theindustry, and

by consumersof fashionquite well.

You havebeen able toclassify

productcategories in

apparelswithin theindustry and

by consumersof fashion in asatisfactorymanner.

You have beenable to classifyproduct categories

in apparels withinthe industry and

by consumers offashion in anunsatisfactory

manner.

Note: Late submission, absenteeism and plagiarism will be treated according to the norms laiddown in the students handbook.

Feedback to you:

You will receive a formative feedback after the second week of the module; and a summativefeedback within a week of completion of the module, from your course coordinator. Theformative and summative feedback will cover all the assessment elements.

Formative assessment shared with you during the progress of the module is to help youunderstand and improve your strength and deficiencies; it essentially indicates the trend in yourprogress.

Summative assessment is shared with you, after you submit your complete work (consolidatedwork of all the sub-modules) at the end of the four weeks encapsulates the overall progress youhave made through the module.

Summative Assessment:Nov 2014

Assessment Plan

Summative Feedback

Exam Week 10

Class Assignment Week 13

Project Report Week 14


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If you have a problem special situation

If you have any problems with the module or the work, see the respective module tutor ormodule leader as soon as possible. They may be able to help, and sooner a problem is identified,the easier it will be to sort out. If you are ill or have other special situations which might affect

your ability to meet deadline, your assessmentwill be evaluated as per the rules in Student HandBook. So, it is strongly recommended that you read the Section 12 in Student Hand Book verycarefully and satisfy your queries, if any, by asking course Leader/ Course coordinator. In case ofany non-academic issues, you are encouraged to meet the Student Counselor at StudentDevelopment and Support (SDS).

Tarun Pandey(Module Leader)

Intro to Fashion Biz July 2014 New (Autosaved) (3) - Copy

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