MKTG 3356 Syllabus
SPRING 2010
Course Title: Fashion Merchandising and E-Commerce
(Course Number: Marketing 3356, CRN# 22612)
Credit Hours: 3 hours
Time: 12:30-2:55 p.m. Monday COB 311
Professor: Dr. Don B. Bradley III, Professor of Marketing and Executive
Director of Small Business Advancement National Center
Office: 312F College of Business Building,
phone 450-5345 Home 329-1449 E-mail donb@uca.edu
Text: Stone, Elaine, In Fashion Fun! Fame! Fortune!
(New York: Fairchild Publications. Inc, 2007)
Course Description: An elective in the marketing major and minor. The course
examines marketing fundamentals, retailing, and salesmanship
as applied to the merchandising of fashion goods. Considerable
emphasis on e-commerce, field trips, and guest lecturers.
Class lecture and discussion are supplemented by students going to
market and presenting research dealing with fashion to designers.
Course Requirements: 1. Prerequisite: Consent of instructor.
2. Steady class attendance is of the utmost importance.
(2 cut maximum)*
* When a student exceeds 2 absences, except for exceptional
reasons(death in the family, severe personal illness,
etc.) their final grade will be adjusted downward one (1)
letter grade for each additional absence.
3. Read the assignment from the text and outside readings
on time.
4. Be responsible for all class presentations, discussions,
and field trips.
5. Complete all outside assignments and tests.
6. Write satisfactory quizzes.
7. All presentations, discussions, outside assignments, and
tests must be finished on time to receive a passing grade
in the course.
8. All Cell phones off. (No exceptions)
9. No Laptops
The University of Central Arkansas adheres to the requirements
of the Americans with Disabilities Act. If you need an
accommodation under this Act due to a disability, contact the
Office of Disability Support Services at 450-3135.
Academic Policy Review: Students should familiarize themselves with all policies listed
in the 2009-2010 Student Handbook, including general academic
policies (pp.31-34) and specific policies on sexual harassment
(pp. 95-96).
Grade percentages for final grade:
1. 1st test 33%
2. Final Test 33%
3. Paper, presentations, discussions,
field trips, and participation 34%
TOTAL: 100%
Course Objectives: After completing these chapters, you will understand the following:
1. Marketing and merchandising in the fashion business.
2. The terminology of the fashion business.
3. The stages of the fashion cycle.
4. The intangibles of fashion.
5. The four major factors affecting fashion.
6. How research is used by fashion producers and retailers to help them with
market segmentation.
7. The five basic psychological factors that motivate human behavior-and how
each affects fashion.
8. The factors influencing the movement of fashion.
9. How to predict the movement of fashion.
10. The theories of fashion adoption.
11. How to identify fashion leaders and fashion followers.
12. The four levels of the fashion business.
13. The three common forms of business ownership.
14. The roles of franchising and licensing.
15. The roles of the designer, the manufacturer, and the retailer in the
fashion business.
16. The difference between a natural fiber a manufactured fiber.
17. The major steps in the production of most fabrics.
18. The effect of imports on the U.S. fiber and fabric industries.
19. The effects of new technology on textiles.
20. The three major types of companies in the leather industry and their
functions.
21. The nine different categories of leather and the special finishes used
on leather.
22. The history and development of the fur industry in the U.S.
23. The functions of the three major groups in the fur industry.
24. The steps in transforming fur pelts into finished garments.
25. The major advantages and disadvantages of the contractor system.
26 The six-stage process of developing and producing a line.
27. The major industry practices of licensing, private label and specification
buying,
offshore production, CD/SAM, use of factors, and chargebacks.
28. Industry trends, such as brand extensions, globalization, and industry
cooperation.
29. The Quick Response movement and the mass customization theory and their
effects on the production development chain.
30. The new SIC/NAICS codes and how manufacturers and retailers can use them.
31. Categories, size ranges, and price zones of women’s, men’s, children’s, and
teen’s fashion apparel.
32. Roles of brand and designer names in the marketing of women’s, men’s,
children’s, and teen’s fashion apparel.
33. Advertising and promotional activities in the marketing of women’s, men’s,
children’s, and teen’s fashion apparel.
34. Categories of accessories.
35. Merchandising and marketing of accessories.
36. Market segments in accessories.
37. Advertising and promotions of accessories.
38. Trends in the accessories industry.
39. Meaning of the terms market, market center, mart, and trade show and the
function of each in bringing fashion from producers to consumers in the
U.S. and internationally.
40. Locations and activities of markets, marts, and tradeshows in the U.S.
and internationally.
41. Role of offshore production in product development.
42. International trading laws and agreements between the U.S. and its trading
partner.
43. Domestic importing and exporting.
44. History and development of fashion retailing in the U.S.
45. Organization for buying and merchandising in department, specialty, and
discount stores.
46. Organization for buying and merchandising in chains, leased departments, and
franchises.
47. Operation of off-price retailers, factory outlet stores, category killers,
boutiques, and showcase stores.
48. Operation of non-store retailers, including direct sellers, catalog stores,
TV home shopping, and Internet sites.
49. Trends in retail patterns.
50. Information provided to fashion producers, and retailers by fashion
consultants and trade shows; and buying, merchandising, and product
development offices.
51. Differences among advertising, publicity, and public relations.
52. Services provided to fashion merchandisers by media such as trade
and consumer publications and broadcast media.
53. Roles of store designers and visual merchandisers.
Special References:
Vogue Leather & Shoes
Mademoiselle Sportstyle
Gentlemen's Quarterly American Fabric and Fashions
Women's Wear Daily American's Textiles
Stores Magazine Knitting Times
Custom Tailer Modern Textiles
Daily News Record Chain Store Age
Made-to-measure Magazine Department Store Economist
Men's News Discount Merchandiser
Men's Wear Discount Store News
Apparel Industry Retail Week
Beauty Fashion Journal of Marketing
Body Fashions/Intimate Apparel Visual Merchandising
Boutique Fashions Sales & Marketing Management
California Apparel News M : The Civilized Man
Earnshaw's Seventeen
Fashion Accessories Glamour
Fashion Calendar GQ
Footwear News Harper's Bazaar
Fur Age Weekly Mart
Hosiery & Underwear Merchandiser
Intimate Fashion News Mass Retailing Merchandiser
Jewelers Circular-Keystone Journal of Retailing
Knitting Industry Merchandising Week
Week Material
Is To Be Read Unit of Instruction
January Page
18 No School
25 Ch 1 The Nature of Fashion 4-27
February
1 Ch 2 The Environment of Fashion 58-51
8 Ch 3 The Movement of Fashion 52-77
15 Ch 4 The Business of Fashion 78-97
22 Ch 5 Textiles: Fibers & Fabrics 100-129
23-24 *Field Trip to Dallas
March
1 Ch 6 Leather & Fur 130-155
8 Test over Chapters 1-6
15 Ch 7 Product Development 158-185
And **Group 1 Presentation
22 SPRING BREAK
29 Ch 8 Fashion Apparel 186-213
And ** Group 2 Presentation
April
5 Ch 9 Accessories 214-239
And **Group 3 Presentation
12 Ch 10 Global Sourcing and Merchandising 242-277
And **Group 4 Presentation
19 Ch 11 Fashion Retailing 278-301
And **Group 5 Presentation
26 So You Want to Be in Fashion? Fashion Auxiliary Services 302-324
And **Group 6 Presentation
May
3 Final Test Over Chapters 7-12 at 12:30p.m.
* DALLAS MARKET FIELD TRIP February 23-24
1. Cost $250 plus meals
2. If you are unable to go you must give Dr. Bradley a note on or before
January 26 or you must pay the $250.
3. $250 due January 26, 2010
4. Make checks out to Iota Beta. (No Refunds)
**GROUP PRESENTATIONS ON INFLUENTIAL DESIGNER
1. Presentation will last 50 minutes
2. Will draw for groups and date on January 18
3. Paper is due at time of presentation. (Min. 20 pages)
Apparel Designers
Group 1 Jimmy Choo
Group 2 Alexa Chung
Group 3 Hugo Boss
Group 4 Tom Ford
Group 5 Carolina Herrera
Group 6 Miuccia Prada