With the advent of international fashion/ retail brands into Indian market and designers/ companies climbing onto the growing Indian Retail industry bandwagon and trying to woo the customer/ prospect, it does become important for each one of them to develop a unique brand identity and maximise visibility to get better revenue. The role of marketing in the fashion industry has always been important and in the current scenario, it climbs up the food chain with respect to other functions of the fashion industry.
Fashion Marketing is an exciting field that opens one to countless opportunities in the fashion industry. As a part of this course curriculum, students/ aspirants learn buying and merchandising practices, conceptualizing and advertising and promotional activities. This course is tailored to blend creative fashion design acumen with a rock solid grounding in business/ marketing and contextual studies.
As a marketer, as in any business, one should be able to understand and predict buyer behaviour, his/her tastes and preferences and at the same time keep in mind the global trends. The Marketer also needs to understand what makes a product ( design and production ) so that the right message can be conveyed to the audience/ prospects in a marketing campaign. In any other industry this cannot be called as easy. In fashion industry which changes daily and depends on international trends, the role of a marketer can be downright difficult. But this course, by imparting the basic principles of marketing in the context of fashion retail industry via practical exercises, lectures, demonstrations and case studies. While the primary scope remains the same ( covering the foundational concepts ) it also focuses on other advanced modules as well ( getting into a deep dive understanding of how a marketing campaign in the fashion industry works, what are the parameters on which it is judged, how to differentiate awareness campaigns from revenue generation campaigns etc ). One must remember that nor all marketing campaigns needs to be demand driven, a lot of them can be awareness creation also which to simply put is the first step in creating an awareness/ recall of the brand in the customer/ prospect’s mind.
A lot of focus these days is given to IT as well. That is, IT does play a lot of role in marketing these days. Most of the campaigns are digital. The proof that the Indian online buyer base is growing leaps and bounds is enough reason. Fashion is one of the key areas which has seen tremendous growth after the advent of e-commerce. Bachelor of Arts in Fashion Marketing
Brand Management and Market Research are two more key areas which the course focuses upon. Brand Management is very important in today’s scenario. How a brand is perceived by the customer depends a lot on marketing and vice versa. Market Research and Analytics pitch in their share as well. So it is important to have a thorough understanding of all the above to become a successful marketer in the fashion industry.
The following roles are the ones which are open to the graduates upon successful completion – Marketing Manager, Brand Manager, Digital Marketing Specialist, Business Development Manager, Product Manager, Advertising Specialist etc. One can choose to go for higher studies in the same domain as well. ( MBA in Fashion/ Retail Marketing ).
Normally, an aspirant who clears HSC with 50% aggregate is eligible to apply for this course. But with the growing number of aspirants, many of the institutions have their own entrance tests as well.