Introduction to the Fashion and Retail Industry

Fashion retailing is the process of creating value for consumers through a successful exchange. This dynamic industry shapes and influences what we wear, what we look like and how we live, with an ever-sophisticating consumer demanding more. Fashion retailing activities can be viewed from several perspectives; the consumer, the competition, the category and the retail company. This includes both traditional bricks and mortar stores and e-commerce online retailers.

Across these four perspectives, we examine the functions of retailing, developing single minded consumer focus, the external influences affecting strategy and operations as well as the frameworks and critical thinking needed to become a success in the industry.

The strategies to achieve these outcomes will include formal lectures, tutorial discussions, field trips, guest lecturers and personal study. A general application of theory is expected to reality based problems and situations through research and peer review.

1. Explain the nature and role of retailing from a social, economic and supply chain perspective.
2. Explain the principles of the fashion consumer, category, competition and company that affect retailing strategy.
3. Describe the retailing strategic planning process.
4. Identify and discuss the principles of merchandise management and fashion brand management in relation to strategy implementation.
5. Identify and discuss the key elements of retail operations management and the range of measures used to assess operational performance.
6. Identify the future of the fashion category and how to build sustainable global brands.

Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information.