Introduction to retailing
Strategic planning in retailing (read short cases pages 114
and 115)
Class discussion on “Abercrombie&Fitch Co: looking to
the future” case pages 117, 118 and 119
Marketing
review: segmentation and positioning, consumers’ buying behavior, marketing research,
marketing strategies
Retail Institutions by ownership: Classification of fashion retailers, direct stores,
concessions and department stores
Franchising, licensing and acquisition strategies: entry
strategies in international markets
Uncontrollable elements in international markets
Company case: Grey market
Retail Institutions by store based strategy mix.
Nontraditional retailing
Company case: John Lewis
Retail Operations. Trading area
analysis, location analysis, store development
Stores development, store design
and store concept
Visual merchandising techniques
How to manage the supply chain:
manufacturers, suppliers, intermediaries
Pricing strategies in retailing
Establishing and maintaining a
retail image
Brand identity and luxury goods
Human resources management in
retailing. Careers opportunities in fashion, human resources management
Advertising in fashion retailing
How to monitor store
performance: monitoring the retail strategy
Company
case: Mistery shoppers
Technology in retailing
Ethics and law in retailing