Fashion Merchandising Question Paper

Fashion Merchandising

Course:Bachelor Of Science (Fashion Design & Marketing)

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
SCIENCE (FASHION, DESIGN AND MARKETING)
HFD 307: FASHION MERCHANDISING

DATE: Monday
28th December 2009 TIME: 8.00am – 10.00am

INSTRUCTIONS
1.
This examination has TWO PARTS: SECTION A and SECTION B
2. ANSWER
ALL
questions in SECTION A.
3.
Answer any other TWO questions from SECTION B
4.
Use the answer booklet provided.

SECTION A (40 Marks)
1.
a)
Define the following concepts as used in fashion merchandising
i)
Couturiers
ii)
Fad
iii)
Obsolescence
iv)
Average Gross Margin
[4marks]
b)
Identify three reasons for using clothes. [3marks]
c)
Differentiate between high street and a normal street as far as fashion is concerned. [2marks]
2.
a)
Identify four reasons for physical shortages in the fashion business. [4marks]
b)
Mention three systems used in order to control stock in a manufacturing company. [3marks]
3.
a)
State three aims which an established business could put into consideration when setting prices for its fashion products. [6marks]
b)
What are some of the internal economic factors which should be considered after setting the pricing aims? Identify four. [4marks]
4.
a)
What do you understand by the term merchandising calendar. [2marks]
b)
Explain how the selling periods are related to merchandising cycle. [4marks]
c)
Explain in point form how a new fashion idea develops or evolve until it declines. Give at least four points. [4marks]
5.
List down four key tools used by fashion marketers to promote both individual designers and companies in particular garments. [4marks]

SECTION B (30 Marks)
6.
Explain what you understand by the following primary components of the apparel/clothing merchandising system
a)
Line planning
b)
Line development
c)
Line presentation
[15marks]
7.
Discuss the fashion product life cycle paying special attention to its five main stages. [15marks]
8.
Explain how the following processes through which fashion adaptation and development have been used to produce a fashion collection that is acceptable in the market.
a)
The creative process
b)
Target market
c)
Fashion prediction consultancies.
[15marks]

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