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COURSE NAME: "Retailing Applied to Fashion Industry"
SEMESTER & YEAR: Fall 2020

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
HOURS: TTH 9:55-11:15 AM
PREREQUISITES: Prerequisite: MKT 301

This course focuses on issues related to Retail Management in the Fashion industry and requires both an understanding of marketing principles as well as channel management concepts. The course reviews basic concepts related to retail business such as operations, logistics, retail channels management, retail controlling and strategic location development, which develop the student’s ability to understand performance indicators and measure store performance. Students are encouraged to focus on retail buying and stock planning, in order to fully understand how to manage in-store product life cycles. Teaching methodology is project based and team work is emphasized. Teams will be required to apply fashion retailing concepts to companies’ decision making through a proposed retail project, which will require a written strategic retail plan that is adapted to the Italian fashion market.

The purpose of this course is to introduce students to issues related to Retail Management in Fashion industry.

Students will have to understand basic concepts related to fashion industry, analyze European and American fashion influences and understand fashion perspectives and theories.

Students will have to understand the role of fashion producers and suppliers and the role of intermediaries, studying supply chain in fashion industry.

Students will be asked to focus on retail buying and stock planning, in order to fully understand how to manage fashion product life cycle in store.

Students will then analyze how to manage human resources in fashion and understand careers and opportunities in fashion.

Students will understand the value of location in fashion retailing and how to analyze trading areas and select sites.

Students will also learn how fashion companies build their brands and will focus on luxury brands.

The course requires both understanding of fashion retail concepts as well as the ability to apply these concepts to fashion companies’ decision making.



At the end of the course students will be able to:

1 Understand the importance of retail business in fashion industry
2 Understand the value of locations in fashion retailing
3 Analyze the different retail organizations, focus on franchising
4 Understand opportunities and careers in fashion
5 Manage fashion product’s life cycle in store and analyze how fashion companies build their brands (brand identity and luxury fashion products)
6 Have an understanding of how to promote and merchandise fashion products

Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Retail ManagementBerman and EvansPearson Education9781292214672     

Attendance and class participation 10%
Mid-term exam 30%
Marketing test 20%
Final project 35%
Elevator pitch 5%

AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.


Students are expected to attend all scheduled class meetings presented in the course outline. Since success in this field requires a high level of interpersonal skills, grading to a greater extent that in other classes will be based on active class participation, interaction with the instructor and with the other students, the major emphasis is on the quality of the contribution made and not the quantity.

The class participation grade will reflect your preparation, attendance, quality and frequency of participation.

More than three absences may result in up to 5 percent being subtracted from your final grade, and you may be asked to withdraw from the class.


As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.


Introduction to retailing

Strategic planning in retailing

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 (European and American department stores cases)

Franchising, licensing and acquisition strategies: entry strategies in international markets
- Michael Kors acquisition of Versace. Keying group and Brioni acquisition

Uncontrollable elements in international markets
Tarif and non-tariff barriers

Retail Institutions by store based strategy mix. Nontraditional retailing

Retail Operations. Trading area analysis, location analysis, store development

Stores development, store design and store concept
- Abercrombie company case

Visual merchandising techniques

How to manage the supply chain: manufacturers, suppliers, intermediaries

Pricing strategies in retailing

Establishing and maintaining a retail image

Advertising in fashion retailing

Brand identity and luxury goods

Human resources management in retailing. Careers opportunities in fashion, human resources management
-Mistery shoppers case

How to monitor store performance: monitoring the retail strategy

Technology in retailing

Ethics and law in retailing

Company cases and guest speakers in class.