The FASHION MARKETING function connects a fashion business commercially to the markets through marketing strategy that includes pricing, promotion and placement; advertising and promotion strategy that establishes a niche in the consumers’ mind; sales and distribution strategy that ensures product in every store; and, above all branding strategy to communicate the product personality. Fashion marketers are the wizards who interpret consumers and markets into commercial prospects and determine the marketing direction for the season. It is their role to generate the allure and value and to pull the consumer to a purchasing decision that generates sales. Successful fashion marketing is all about creating consumer delight and satisfaction. Fashion marketing is the link that contextualises the commercial potential of the external world to the creative fashion functions in a fashion business. Like many other consumer industries the fashion and lifestyle industry is also becoming complex and specialized. Today a marketer in the fashion industry needs to have a deep and specialized understanding of this industry. Unlike the FMCG products, fashion products have very high intangible value. The consumer attraction towards fashion and lifestyle products is emotional rather than being need based. Fashion marketing is a unique combination of product, services and experiential marketing.

Fashion marketers possess a passion for fashion, analytical acumen to interpret the dynamic environment, temperament to make sound commercial decisions, strong communication and negotiating skills. They have a gift for generating value propositions. If these qualities are your characteristics, then you have the ingredients to become a very successful fashion marketing professional. The Post-graduate Diploma in Fashion Marketing will shape you for such career success.

This programme in Fashion Marketing prepares students for careers in marketing and promotion of fashion and lifestyle products. Apart from basic marketing concepts this programme also delivers competencies related to the fashion merchandise in term of product concepts, the fashion value chain, the fashion supply and fashion branding and promotion which is very typical and unique in the area of the fashion apparel and lifestyle industry. To create a strong base in marketing, fundamental inputs are provided in marketing, sales and distribution, branding, advertising and promotion, marketing research, consumer behaviour, entrepreneurship and project management. The student turns fashion savvy with inputs on fashion cycles, textiles and raw materials of fashion, global fashion brands, fashion supply chain, product development and merchandise costing and pricing. Apart from this general management skills are taught through subjects like HR and OB and finance and accounting. These many faceted inputs ensure that students can function competently as business managers in their chosen area of specialism. The scope of this programme allows students to become either specialists or generalists in the area of fashion activities related to advertising, promotion, brand management, product management, retail, buying and fashion entrepreneurship

The scope of this programme allows students to become either specialists or generalists in the area of fashion activities related to advertising, promotion, brand management, product management, retail, buying and fashion entrepreneurship