Intro To Fashion Biz July 2014 New

Created by TarunPandey 15/07/2014
PG Diploma in Fashion Business

Introduction to Fashion Business

Module Leader : Tarun
Module tutors : Rekha Dar ,Dilpreet Kaur ,Mahboob
Anwer, Suranjan Lahiri ,Rachna
Imam, 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

Module Guide of Introduction to Fashion Business
Page | 2

Introduction to the module

Aim

Learning Outcomes

This module is designed to ensure that the student should be able to gain basic
knowledge of Merchandising process, Apparel products and its supply chain, develop
ability to appreciate fashion product in terms of fiber, fabric, patterning and
construction, understand the uniqueness of the fashion business and help
differentiate it from other businesses and develop an understanding of clothing and
textile terminology, and merchandise categorization in apparel.

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

b) To discuss the fundamentals of the raw materials of fashion
Knowledge & Understanding
After 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 uniqueness
and 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, composition
and finish, and determine their end use as finished products, or part of a finished
product
b) Classify and categorize apparel and textile merchandise as per their trading
requirements 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

Page | 3

Module Content

Learning Methodology



Basics of Fashion Business:
Industry Overview, Concept & History
Significance, scope and role of merchandising, retailing and marketing in the
clothing 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

Page | 4

Essential Reading/Viewing

Additional Reading

Weekly Plan
The Session plan covering the entire semester (week 1 to week 16/18) must be informed to the
students. 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), New
Delhi
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, ICFAI
University Press, Hyderabad
Kunz (2005) Merchandising Theory, Principles and Practice , Fairchild
Publications, New York
Levy and Weitz (2003) Retailing management, Tata McGraw, New Delhi
Sherman and Perlman (2007) The real world guide to fashion selling and
management, Fairchild Publications : New York
Burns, L.D. & Bryant, N.O. (2002). The Business of Fashion: Designing,
Manufacturing and Marketing. 2
nd
Edition. New York, Fairchild Publications
Trade Journal and publications
Burns, L.D. & Bryant, N.O. (2002). The Business of Fashion: Designing,
Manufacturing and Marketing. 2nd Edition. New York, Fairchild Publications
Page | 5

Guidance to use non-contact hours
This module has 50 non-contact hours. The non-contact hours have to be used as independent
learning time by you. You are expected to do intensive research by spending 20 hours to
collect secondary data form online and library to collect market information. You also have to
spend another 30 hours for collecting primary data in the market and the factories.
All these hours you spend as non-contact hours will lead to making of your final
submissions.

Weekly Plan
Week Input Planned
Any requirement/
Prerequisite reading?
Faculty
1
Industry Overview, Concept&
History

Frings, G.S. (2009).
Fashion: From Concept to
Consumer. 7th Edition.
New Delhi, Prentice-Hall
of India
Rekha Dar
Origin of fashion

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

Rachna Imam
2
Retailing/Buying Seasons &
their significance in Product
Planning

Retail Product
Management: Buying and
Merchandising (2006) by
Rosemary Varley (Author)
,2nd Edition, Routledge
London
Rekha Dar
Factors Affecting Fashion

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

Rachna Imam
3
Planning

Retail Product
London
Rekha Dar
Fashion Cycle Fads/Classic

Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi
Rachna Imam
Page | 6

4
Types of Buyers

Retail Product
London
Rekha Dar
Adoption (theories of Fashion)

Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
5
Significance, scope and role of
merchandising in the clothing
industry: domestic retail and
export
Kunz, Grace (2005).
Merchandising: Theory,
Principles, and Practice.
2nd Edition Fairchild
Books. ISBN 1563673533

Rekha Dar
Fashion Movements
Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
6
Significance, scope and role of
merchandising in the clothing
industry: domestic retail and
exports
Basic Merchandising 1&
2 by Rekha Dar & V.G
Venkatesh
Rekha Dar
Fashion Movements continued

Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
7
Planning
Kunz, Grace (2005).
Rekha Dar
Elements of fashion

Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
8
Definition of Merchandise &
Merchandising

Kunz, Grace (2005).
Rekha Dar
Page | 7

Principles of Fashion

Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
9
Role& responsibilities of a
Merchandiser
Basic Merchandising 1&
2 by Rekha Dar & V.G
Venkatesh
Rekha Dar
Fashion vocabulary
Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
10

Garment details- necklines,
sleeves, tops, skirts, trousers
etc

Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
11

Fashion Trends and styling

Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
12


Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
13


Frings, G (2009)
Fashion: Concept to
consumer, Pearson
Delhi

Rachna Imam
14


Frings, G (2009)
Fashion: Concept to
consumer, Pearson

Page | 8

Delhi

Weekly Plan

Week Input Planned
Any requirement/
Prerequisite reading?
Faculty
1
Gmt. Construction
Introduction to various industrial
sewing machinery
& equipment

Winifred A. (2012) Metric
Pattern Cutting for
Menswear ,Wiley- (India)

M.Anwer
Introduction to the subject and its
importance. Textile Industry
overview.

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

Suranjan
2
Use & control of different
types of machines
Button hole machine
Button attach machine
Over lock machine ( Five thread,
Four thread & three thread )

Pattern Cutting for
Menswear , Wiley- (India)

M.Anwer
Textile fibers (natural and
manmade):
Classification, manufacturing and
end use.

fiber to fashion Verla
Suranjan
3
Garment Construction
Machine exercise on fabric
circle, corners, straight lines

Pattern Making
Back
Sleeve
Pattern Cutting for
M.Anwer
Textile fibers(natural and
manmade):
Classification, manufacturing and
end use

Suranjan
4
Folder & attachments
Pattern Making
Pattern Cutting for
M.Anwer
Page | 9

Drafting and development collars

Yarn Numbering: numerical
calculations based on direct and
indirect system.

Suranjan
5
GarmentConstruction
Various seam types
Pattern Making
Front Plackets

Pattern Cutting for
Menswear , Wiley- (India) M.Anwer
Lab demonstration for deriving
yarn and fabric technical
specifications (count, construction
etc.)

Suranjan
6
Various seam types

Pattern Cutting for
M.Anwer
Lab demonstration for deriving
yarn and fabric technical
specifications (count, construction
etc.)

Suranjan
7
Pattern Making
Tools and material for used
in pattern making
Pattern making terminology
Body measurement [ general
principal / tacking direct
measurement / proportionate
System of measurement.
General overview of the clothing
industry from design to dispatch
Pattern Cutting for
M.Anwer
Yarn manufacturing process

Suranjan
8
Pattern Making
Drafting and development shirt
parts

Pattern Cutting for
Menswear , Wiley-
Blackwell (India)

M.Anwer
Yarn manufacturing process

Suranjan
9
Construction of Shirt Parts
Front plackets ( Regular/
Pattern Cutting for
Menswear , Wiley-
M.Anwer
Page | 10

continue, Box, Concealed/ Fly
opening, Top stitch plackets
Blackwell (India)

Introduction to weaving process

Suranjan
10
Construction of collars
Two piece button stand collar
Pattern Cutting for
Menswear , Wiley-
Blackwell (India)

M.Anwer
Written exam

Suranjan
11
Pattern Making
Garment Critical & Depth in
Pattern Making

Pattern Cutting for
Menswear , Wiley-
Blackwell (India)

M.Anwer
Knitting

Saroj
12
Garment Critical & Depth in
Pattern Making

Pattern Cutting for
M.Anwer
Knitting

((Hannelore, E. (2007),
Saroj
13
Project mentoring
Pattern Cutting for
M.Anwer
Knitting

Saroj
14
Project mentoring

M.Anwer
Knitting

Saroj

Weekly Plan
Page | 11

Week Input Planned Prerequisite Reading Faculty
Week 1
Marketing: The
Changing Economic
Scenario and role of
marketing.

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
June July 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 5

Marketing: The
Marketing systems, tools
and processes.

Chapter-2, 3Fashion
marketing by Mike Easey

The Great Indian
bazaar- McKinsey Report

Ch2 Retail
Management By Poolan.

Dilpreet Kaur

Week 6
Marketing: Segmenting,
Targeting and
Positioning;

Chapter 3
Marketing management
by Philip Kotler.

Dilpreet Kaur
Week 7
Marketing: Marketing
Mix product, price

Chapter 4
by Philip Kotler

Dilpreet Kaur
World Class
Manufacturing
Notes (Stitch World) Tarun Pandey
Page | 12

Week 8
Marketing: Its Mix-
promotion

Chapter 4
by Philip Kotler

Dilpreet Kaur

Types of Production
processes
Technology of Clothing
Manufacture (2102) Carr
& Lathams. Oxford,
Blackwell Science Ltd.

Tarun Pandey
Week 9
Marketing: Marketing
Mix place

Chapter 5
by Philip Kotler

Dilpreet Kaur/Dr.
Panwar

Types of Production
processes.
Week 10
Retail mix Discussing
various retailers in Delhi
NCR.

Ch-1, Grocery & Wet
retailing, Mishra Mridula.

Dilpreet Kaur /Dr.
Panwar

Manufacturing Overview-
Life style products
00 Week 0
Week 0
Week 11

Retail formats: Retail
processes and systems.

Retailing Management, A
strategic approach,
Berman Berry.

Dilpreet Kaur /Dr.
Panwar

Page | 13

Manufacturing Interface.
Burns, L.D. & Bryant,
N.O. (2002). The
Business of Fashion:
Designing,
Manufacturing and
Marketing. 2
nd
Edition.
New York, Fairchild
Publications
Trade Journal and
publications

Tarun Pandey
Week 12

Retail Formats:
Contemporary issues in
retailing.

Fashion Design by Sue
Jenkyn Jones/Handouts

Retailing Management, A
strategic approach,
Berman Berry.

Dilpreet Kaur /Dr.
Panwar

Life style products
Notes (Stitch World)
Week 13
Marketing: Managing
Profitable Customer
Relationship.

The Great India Bazaar-
McKensy report

Dilpreet Kaur/ Dr.
Panwar

Life style products
Week 14
Assessments

Dilpreet Kaur/ Dr.
Panwar

Assessments Tarun Pandey

Assessments

The module assessment is based on how well you are able to demonstrate your complete
understanding 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 earlier
part 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 learning
outcomes 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 Report 60%

Page | 14

The following rubric indicates how you will be graded for your assessment-

Assessment 1: Element One
Method of Assessment: Exam and Class Assignment
Weightage : 40%
Los that will be assessed by this assessment : K & U->(A), S.Q.A. (A)
Component-I-Written Exam (50 Marks)
Brief for Assessment:Thiswill be a written exam where you will be assessed following
theoretical areas of raw material and retail:
Fibers
Yarn manufacturing and fabric numbering
Dynamics of retail environment

Date of submission: 10
th
Week (15/10/14)
Venue of Submission:A-3 Building, New Delhi
Whom to be submitted: Mr. SuranjanLahiri

Component-II-Class Assignment (50 Marks)
Brief for Assessment:This Assignment helps you to understand the pattern making
process, stitching & analysis of critical areas in a garment .This also helps to identify
the visual defects in the garments.

You are expected to submit Patterns of 1/ shirt, skirt, basic bodice block, trouser,
waistcoat 2/Basic shirt in muslin fabric 3/ Stitching of components one piece
button stand collar, Sleeve, sleeve placket, cuff, front placket, pockets, seams,
trouser pockets.
The file submitted will also have compilations of Critical Areas- garments visual
defects and solutions.
Date of submission: 13
th
Week (12/11/2014)
Venue of Submission:A-3 Building, New Delhi
Whom to be submitted: Mr. Mahboob Anwer
Grade -> Distinction
(70% and
above)
First Class
(60% - 69%)
Second Class
(50-59%)
Fail
(Below 50%)
LO K&U(A)
Explain fashion
product in
terms of fiber,
fabric, and
patterning

You are able to
demonstrate
excellent
understanding
of fashion
product in terms
of fiber, fabric,
and patterning.

You are able to
demonstrate Good
understanding of
fashion product in
terms of fiber, fabric,
and patterning.

You are able to
demonstrate
satisfactory
understanding
of fashion
product in
terms of fiber,
fabric, and
patterning.

You are not able
to demonstrate
satisfactory
understanding of
fashion product
in terms of fiber,
fabric, and
patterning.

LO SQA (A)
Identify and
work with
fabrics by their
counts/specs,
The work shows
a mature
understanding
of fabrics by
their
The Work shows good
understanding of fabrics
beyond the taught
aspects of their
counts/specs,
The work
shows
satisfactory
understanding
of fabrics by
The work does
not show
understanding
of fabrics by
their
Page | 15

Assessment Element two: Project Report.

construction,
composition
and finish, and
determine their
end use as
finished
products, or
part of a
finished
products
counts/specs,
construction,
composition and
finish, and
determine their
end use as
finished
products.

construction,
composition and finish,
and determine their end
use as finished
products.

their
counts/specs,
construction,
composition
and finish, and
determine
their end use
as finished
products
counts/specs,
construction,
composition and
finish, and
determine their
end use as
finished products
Assessment 2
Method of Assessment: Project Report
Los 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 in
India.
The project file: is observation and assimilation of study of the selected brand
1. Organization /Brand introduction Introduce 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 in
which present the customer profile.
3. Discuss and explain the brand in relation to the marketing principles and the retail mix of
the retail stores.
4. List the buying seasons and the product categories
5. Product categories
6. Identify the current trends adapted by the brands
7. 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 aesthetics
point of view, the following details could be observed in categories of tops for men &
women:
Sleeve lengths
Collars details
Patterns and fit
Prints/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/meter
11. Each group will visit & Study one apparel brand manufacturing unit & write a detailed report
on 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
and the economic factors influencing the brand /organization chosen and compare the
Page | 16

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

Grade -> Distinction
(70% and
above)
First Class
(60% -
69%)
Second Class
(50-59%)
Fail
(Below 50%)
LO K&U (A)
Explain fashion product
in terms of fiber, fabric,
and patterning

Your
explanation of
fashion
product in
terms of fiber,
fabric, and
patterning is
excellent
Your
explanation of
fashion
product in
terms of fiber,
fabric, and
patterning is
good
Your
explanation of
fashion
product in
terms of fiber,
fabric, and
patterning is
satisfactory
Your explanation
of fashion product
in terms of fiber,
fabric, and
patterning is not
satisfactory
LO,K&U.(B)
Understand the
domains of fashion
business with respect
to its uniqueness and
exceptionality

Your
understanding
of the
uniqueness of
fashion
business and
appreciation of
fashion in
terms of fiber
(natural and
artificial),
fabric (knitted
and woven),
patterns and
construction is
excellent.
Your
understanding
of the
uniqueness of
fashion
business and
appreciation of
fashion in
terms of fiber
(natural and
artificial),
fabric (knitted
and woven),
patterns and
construction is
good.
Your
understanding
of the
uniqueness of
fashion
business and
appreciation of
fashion in
terms of fiber
(natural and
artificial),
fabric (knitted
and woven),
patterns and
construction is
satisfactory
Your
understanding of
the uniqueness of
fashion business
and appreciation
of fashion in terms
of fiber (natural
and artificial),
fabric (knitted and
woven), patterns
and construction
is not
satisfactory.
LO SQ(A)
Use correct fashion,
clothing and textile
terminology as per the
business and product
categorization used in
the industry

Your
understanding
of clothing and
textile
terminology
(as evident
from your class
work and
home work
submissions),
and
merchandise
categorization
in apparel is
excellent.
Your
understanding
of clothing
and textile
terminology(as
evident from
your class
work and
home work
submissions),
and
merchandise
categorization
in apparel is
good.
Your
understanding
of clothing
and textile
terminology(as
evident from
your class
work and
home work
submissions),
and
merchandise
categorization
in apparel is
satisfactory
Your
understanding of
clothing and
textile
terminology(as
evident from your
class work and
home work
submissions), and
merchandise
categorization in
apparel is not
satisfactory.
LOSQ(B)Identify
and work with fabrics
by their
counts/specs,
construction,
composition and
finish, and determine
You have
shown
excellent
aptitude in
identifying and
work with
fabrics by their
counts/specs,
You have
shown good
aptitude in
identifying and
work with
fabrics by
their
counts/specs,
You have
shown
satisfactory
aptitude in
identifying and
work with
fabrics by
their
You have shown
unsatisfactory
aptitude in
identifying and
work with fabrics
by their
counts/specs,
construction,
Page | 17

their end use as
finished products, or
part of a finished
product

construction,
composition
and finish, and
determine their
end use as
finished
products, or
part of a
finished
product.
construction,
composition
and finish, and
determine
their end use
as finished
products, or
part of a
finished
product.
counts/specs,
construction,
composition
and finish, and
determine
their end use
as finished
products, or
part of a
finished
product.
composition and
finish, and
determine their
end use as
finished products,
or part of a
finished product.
LOSQ(C )
Classify and
categorize apparel
and textile
merchandise as per
their trading
requirements within
the industry and by
consumers of fashion

You have been
able to classify
product
categories in
apparels within
the industry
and by
consumers of
fashion in an
excellent
manner.
You have
been able to
classify
product
categories in
apparels
within the
industry, and
by consumers
of fashion
quite well.
You have
been able to
classify
product
categories in
apparels
within the
industry and
by consumers
of fashion in a
satisfactory
manner.
You have been
able to classify
product categories
in apparels within
the industry and
by consumers of
fashion in an
unsatisfactory
manner.
Note: Late submission, absenteeism and plagiarism will be treated according to the norms laid
down in the students handbook.
Feedback to you:
You will receive a formative feedback after the second week of the module; and a summative
feedback within a week of completion of the module, from your course coordinator. The
formative and summative feedback will cover all the assessment elements.
Formative assessment shared with you during the progress of the module is to help you
understand and improve your strength and deficiencies; it essentially indicates the trend in your
progress.
Summative assessment is shared with you, after you submit your complete work (consolidated
work of all the sub-modules) at the end of the four weeks encapsulates the overall progress you
have made through the module.
Summative Assessment: Nov 2014
Assessment Plan
Summative Feedback
Exam
Week 10
Class Assignment
Week 13
Project Report
Week 14

Page | 18

If you have a problem special situation

If you have any problems with the module or the work, see the respective module tutor or
module 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 Hand
Book. So, it is strongly recommended that you read the Section 12 in Student Hand Book very
carefully and satisfy your queries, if any, by asking course Leader/ Course coordinator. In case of
any non-academic issues, you are encouraged to meet the Student Counselor at Student
Development and Support (SDS).

Tarun Pandey
(Module Leader)

Intro To Fashion Biz July 2014 New

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PG Diploma in Fashion Business

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