Ms. Vibha

Assistant Professor - Faculty of Science Kalinga University, New Raipur

The fashion industry is made up of more than just designers and celebrities; it also includes business owners and managers. Fashion management oversees branding, merchandising, and sales of as well as the expansion of brand recognition & image among public at large. This also concerns the planning, development, and marketing of a fashion business. The development of leadership and managerial skill sets, particularly in the fashion, lifestyle, sales, and garment export industries, is a requirement of a fashion management course. The ability to supervise and handle in the fashion industry is a skill that learners gain. Fashion management, to put it simply, focuses with the business side of the fashion industry, encompassing creating brands and fashion labels from start, distributing goods to stores, marketing those goods, and creating a brand’s value. Fashion Management takes care of everything.

The fashion industry is more than simply glitzy runways, famous designers, and their original creations. At the end of the day, fashion is also a company, and every company lacks management, which requires something or someone who can oversee different business operations, such as brand development, marketing, and other areas.[1] These facets of the fashion industry are handled by fashion management. In order to get hands on management, there are various skills that require to be harnessed.

  1. Build a Brand: A brand is an important asset since it aids in creating a favorable image of your business in the eyes of consumers. It contributes in bringing the company’s beliefs, brand identity, and mission to the attention of the public. For example, adidas is a brand that is known world over; it goes by the tagline ‘impossible is nothing.’ Therefore, people who have similar beliefs and value system would want to be associated with the brand.
  2. Fashion Marketing: It is essential in terms that it brings the perspective of the designer alive. The fashion products are distributed world over through fashion marketing that reaches both consumers and wholesale purchasers. It aids and assists consumers in forming a relationship with a brand in the fashion sector. If it is executed properly, the brand’s back-story, the designer’s message, and the company’s values will all be clear.
  3. Merchandising: Process by which each retailer chooses what products to stock, how much inventory to have to hand to to suit consumer demands, where to place them in the shop to increase profits, and the pricing to generate the most revenue. Every shop wants to do more than just make sure that the products they sell satisfy their consumers’ expectations. Additionally, retailers must be able to organize and handle their inventories. Retailers must be able to follow their inventory from the moment they place an order with a manufacturer until a customer makes a purchase.
  4. Planning: Burberry, a British fashion company intended to prevent any unsold inventory from being resold at steep discounts and undercutting the value of the brand. In response to the criticism, they responded by saying that all unsold items will be reused, repaired, donated, or recycled. These circumstances, along with numerous others throughout the fashion industry, were brought on by ineffective planning and inventory handling. We are aware that not every brand will be able to implement the “made-to-order” strategy.
  5. Promotion of the brand: Planning, management is the base work before the promotion of the brand. Right promotion strategy allows the brand to create awareness and also develop a fan-base/ following of the brand. You may collaborate with a celebrity or an influencer who have a huge following. For example, Mulmul a Delhi based luxury brand that you often see celebrities wearing, with this it has created a lot of fan-following among all walks of the society and is now a favorite of the crowd.
  6. Design development and formulation: A design must be curated with care and consideration, and usually this involves a carefully designed procedure. Steps followed  

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