Diploma in Fashion Marketing and Merchandising Management

Diploma in Fashion Marketing and Merchandising Management  

Programme Objectives:

The objectives of the Diploma in Fashion Marketing and Merchandising Management is to provide students with a comprehensive understanding of the fashion industry by combining creative, technical, and business knowledge essential for success in both marketing and merchandising roles.
This programme is designed to:

• Equip students with the foundational principles of fashion marketing, branding, and retail promotion.
• Develop strong merchandising skills, including product development, assortment planning, cost control, and supply chain coordination.
• Provide practical knowledge of textile materials, garment construction, and trend forecasting.
• Train students to analyse fashion consumer behaviour and market dynamics.
• Introduce digital marketing tools and platforms essential for modern fashion promotion and e-commerce.
• Promote ethical and sustainable practices within the fashion value chain.
• Prepare students for real-world industry roles through hands-on projects, internships, and portfolio development.

Fashion Marketing Modules

Introduction to Fashion Marketing

• Definition & Role of Fashion Marketing
• Evolution of the Fashion Industry
• Fashion Marketing vs General Marketing
• Fashion Market Environments & Trends
• Global & Local Fashion Markets

Consumer Behaviour in Fashion

• What influences fashion consumers (psychological, social, cultural)
• Fashion adoption & diffusion theories (trickle up, trickle down, trickle across)
• Fashion cycle (introduction, rise, maturity, decline)
• Segmentation, Targeting, & Positioning in the fashion context

Product Strategy & Brand Management

• Brand concepts & brand equity in fashion
• New product development; line & range planning
• Product portfolio analysis (e.g. BCG matrix style for fashion lines)
• Branding, packaging, and labelling as fashion identity elements
• Luxury vs commercial fashion branding

Pricing, Costs & Value Perception

• Pricing strategies (premium, penetration, value-based, discount, etc.)
• Cost components, cost of goods sold in fashion
• Perceived value vs actual cost
• Effect of brand, exclusivity, materials, and craftsmanship on price
• Discounts, markdowns, promotions & their effect
• Break-even & profitability in fashion lines

Promotion & Communication

• Advertising, PR, social media, influencer marketing
• Visual merchandising; window displays & in-store presentation
• Fashion shows, events, trade fairs & exhibitions
• Integrated marketing communication (IMC) for fashion a nd lifestyle brands
• Creative briefs, press releases, and content strategies
• Storytelling & brand voice in fashion marketing

Distribution & Retailing

• Retail formats: online, brick and mortar, multichannel, omnichannel
• Role of fashion buyers, wholesalers, distributors
• Store location, layout, store design & atmosphere
• Visual merchandiser’s role
• Logistics, supply chain, and inventory management in fashion distribution

Fashion Research, Forecasting & Trend Analysis

• Market research methods (qualitative & quantitative)
• Trend forecasting: colour, fabric, silhouette, consumer trends
• Tools & sources for fashion trend insights (shows, forecasting services, digital media)
• Data analytics, digital listening, consumer insights
• Using research to inform design, marketing & buying decisions

Ethics, Sustainability & Social Responsibility

• Ethical sourcing, fair trade, and labour rights in fashion supply chains
• Environmental impacts: material choice, waste, water, carbon footprint
• Transparency & traceability
• Sustainable business models: slow fashion, circular fashion, upcycling
• Consumer expectations & regulatory pressures

Digital & New Media in Fashion Marketing

• E-commerce, mobile commerce, online marketplaces
• Social media strategy & influencer collaborations
• Content marketing, video, digital lookbooks
• Augmented Reality, Virtual Reality in fashion presentation
• Digital impact on brand building & consumer engagement
• Analytics & metrics for digital campaigns

Marketing Planning, Strategy & Management

• Preparing a fashion marketing plan: mission, SWOT, objectives
• Strategic positioning, competitive analysis
• Budgeting, monitoring & evaluating campaigns
• Brand extension, collaborations & partnerships
• Crisis management & brand reputation
• Case studies of successful & failed fashion marketing strategies  

Merchandising Management Modules

Introduction to Merchandising & Apparel/Textile Industry

• Role of Merchandising in Fashion, Textile & Retail Industry
• Industry Structure: Brands, Manufacturers, Buying Houses, Suppliers
• Trends in Global Apparel Trade, Sustainability, and Ethical Sourcing

Textile & Fabric Technology

• Fibre Types (Natural, Synthetic, Blends)
• Yarn & Fabric Construction: Weaving, Knitting
• Fabric Finishes and Treatments
• Fabric Defects and Inspection
• Understanding Fabric Performance (Durability, Shrinkage, Colourfastness)

Accessories & Raw Materials

• Trims, Notions, Labels, Packaging Materials
• Sourcing Materials Internationally and Locally
• Costing of Accessories
• Lead Times and Quality Standards

Product Development & Sampling

• Design Concepts and Trend Forecasting
• Line Planning
• Sketches and Tech Pack Creation
• Prototype / Sample Development: Fit, Size Set, Pre-Production (PP) Samples
• Approvals and Revisions

Costing, Pricing & Consumption Calculations

• Fabric Consumption and Yield
• Cost Components (Material, Labour, Overheads, Transportation, Duties, etc.)
• Quoting and Price Negotiations
• Margin Calculation
• Impact of Minimum Order Quantity (MOQ)

Order Planning & Production Merchandising

• Order Lifecycle: From Placement to Shipment
• Scheduling: Capacity Planning and Production Calendar
• Production Progression and Follow-Up
• Communication Between Merchandising, Production, Quality, and Buyers
• Factory Lead Times and Managing Delays

Quality Assurance & Testing

• Quality Standards (Internal & Buyer Specifications)
• Testing Methods for Fabric and Finished Garments
• Inspection Procedures (In-Process and Pre-Shipment)
• Acceptable Quality Level (AQL) and Defect Analysis
• Basics of Lean and Six Sigma

Supply Chain Management & Logistics

• Sourcing Strategies and Vendor Selection
• Import/Export Documentation
• Customs, Tariffs, and Trade Regulations
• Inventory Management
• Warehousing and Distribution

Retail Merchandising & Fashion Marketing 

• Visual Merchandising, Display, and Store Layout
• Branding and Fashion Marketing Principles
• Forecasting and Demand Planning
• Customer Behaviour and Retail Trends

Documentation, Compliance & Ethics

• Purchase Orders, Invoices, and Packing Lists
• Compliance: Social, Environmental, and Safety Standards
• Ethical Sourcing and Sustainability
• Intellectual Property: Design Protection and Trademarks

Professional Skills & Performance Metrics

• Key Performance Indicators (KPIs) and Key Result Areas (KRAs) for Merchandisers
• Negotiation, Communication, and Stakeholder Management
• Decision Making and Problem-Solving
• Data Analysis and Reporting

Duration: 1 Year

Medium: English Medium

Commencement: 5th June 2026 

Entry Requirements: 

• Pass GCE A/L with GCE (O/L) including Maths & English
• GCE (O/L) including Maths & English with six months of work experience in the apparel industry

Payment Plan:   

• Registration Fees: Rs. 20,000 
• Course Fee: Rs. 10,000 (Initial Payment) + Rs. 10,000 x 11 Instalments - Initial Payment to be paid at the beginning 

Social Security Contribution Levy (SSCL) of 2.5 % would be charged on all the above fees.

Programme delivery and assessments are conducted online only

On successful completion of the course, students are awarded a Certificate, which is highly recognised in the Garment Industry for employment.

Reservations: Please call (+94) 76 828 7000 / (+94) 76 096 2407 / (+94) 77 447 9026