Module 10: Merchandising & Marketing

This module pivots from the creative studio to the global marketplace. You'll learn the essential skills and business acumen needed to operate a brand in the real-word fashion industry, navigating both local and international markets. It's here you'll learn the strategic side of launching a successful collection.

Why This Module Matters

A brilliant collection is only successful if it sells. Mastering fashion marketing and fashion merchandising ensures your creative vision reaches the right customers at the right time. This module moves you past design to provide in-depth business knowledge, from consumer psychology to retail strategy and profitable growth.

• Learn the principles of fashion marketing and promotional strategies used in the textile, clothing, and footwear industry.
• Master the strategic framework of fashion merchandising, including the 5 Rs of retail.
• Understand the theory of consumer behaviour and consumer psychology to predict trends and shape purchasing.
• Gain hands-on knowledge of essential business processes, including sales forecasting, visual merchandising and buying.

What You'll Learn

• Retail & Market Evolution
  The history of fashion retail and today's manufacturing and supply chains.
• Consumer Strategy
  The theory of consumer behaviour and advanced consumer psychology.
• Marketing Mastery
  Key concepts of fashion marketing, including research, trends, and the 4 Ps and 4 Cs.
• Merchandising
  Contemporary fashion merchandising: buying, data analysis, and range planning.

What You'll Do

• Analyze Behaviour
  Study the theory of consumer behaviour to identify patterns and predict trends.
• Map Strategy
  Apply the Marketing Mix (4 Ps & 4 Cs) to develop your own fashion marketing strategy.
• Practice Merchandising
  Explore key fashion merchandising concepts, including sales forecasting and range planning.
• Data Review
  Learn how to use data analysis to inform buying decisions and retail strategy.

Module Content

Module 10 provides a deep dive into fashion business strategy, covering everything from the history of retail to modern consumer psychology and fashion marketing frameworks.

• History of Fashion Retail
• What Is Retail?
• Evolution of Supply Chains
• Evolution of Manufacturing
• Retail Today
• History of Marketing
• What Is Marketing?
• Evolution of Marketing
• Evolution of Fashion Marketing
• Fashion Marketing Today
• Marketing Tools and Techniques
• What Are Marketing Tools?
• Types of Marketing Tools
• Market Research
• Understanding Macro and Micro Factors
• Observing Trends and Patterns
• The Marketing Mix
• What Is the Marketing Mix?
• The 4 Ps of Marketing
• The 4 Cs of Marketing Mix
• Fashion Merchandising
• What Is Fashion Merchandising?
• The 5 Rs
• Data Analysis
• Buying
• Range Planning
• Sales Forecasting
• Visual Merchandising
• Chapter Summary
• Conclusion

Module Outcomes

By completing Module 10, you will:

• Understand the fundamental principles of fashion marketing and promotion.
• Demonstrate knowledge of consumer psychology and consumer behaviour.
• Develop a clear understanding of what fashion merchandising is and apply the 5 Rs.
• Have the business knowledge required for buying, sales forecasting, and retail operations.

Guidance Every Step of the Way

Translating creative talent into commercial success requires real mentorship. Our fashion design tutors are seasoned professionals with decades of experience in global fashion marketing and merchandising. They provide one-on-one strategic guidance on how to effectively apply consumer psychology to your collections. This mentorship ensures you graduate with a strong business foundation, ready to confidently pitch, price, and sell your designs.