MKT 315 Midterm Exam Questions with Correct Answers Latest Update 2025-2026
RNWPL Number - Answers Manufacturer of the product, not the designer
Clothing vs. Fashion - Answers Clothing: Usefulness, Decency/Protection
Fashion: Meaning/Personality, only rich could afford fashion
Branding vs. Fashion - Answers Branding: stable foundation, more infinite, place in a consumer's
mind, more stable than fashion, name/symbol of differentiation
Fashion defined by the apparel industry - Answers the existing type of clothing that is preferred
by a large segment of the public
Fashion defined by people - Answers 1. a current trend that is popular for frivolous reasons
2. a precise style of dress or behavior that is acceptable in one year, but not in another
Fashion defined by retailers - Answers whatever is currently selling
Fashion defined by sociologists - Answers represents a way of social interaction and status
seeking
Qualities of Fashion - Answers 1. mirrors the times
2. reflection of culture and its values
3. what the majority of a group is wearing, eating, decorating, building, living, etc.
Dress vs. Fashion - Answers Dress: apparel and accessories, body modifications and
supplements
Fashion: group identity and not the individual
**Why is fashion unique? (4) - Answers 1. has emotional appeal
2. is perishable (planned obsolescence- will last only for a period, cyclical)
3. is democratic because anyone can start a new fashion
4. requires group acceptance
The Many Purposes of Fashion (13) - Answers 1. for decoration or adornment
2. to create a sense of identity or belongingness
3. for self-expression or individuality
4. to gain support from a group that dresses similarly
,5. to equalize appearances
6. to demonstrate superiority or power
7. to show affluence or social distinction
8. to express one's modern nature
9. to enhance youthfulness
10. to create interest
11. to relieve boredom
12. for erotic appeal
13. to enhance gender differences
Visual merchandising
Goal of effective visual merchandising - Answers 1. the integrated look of an entire store
2. the goal of effective visual merchandising is to sell goods by promoting the store image and
creating a positive shopping experience for the customers
Display
Four types of display areas - Answers 1. a presentation of merchandise to attract customers so
they will buy and examine it
2. storefront, store layout, store interior, interior displays
The Storefront - Answers signs, marquees, entrances, window displays
gives the first impression of a store
The Store Layout
Types of layouts - Answers 1. the arrangement of floor space in order to promote sales of
fashion products
2. the customer should be able to walk through the store and easily view the merchandise
3. Types of layouts: free-flow, spine, loop, grid
The Store Interior - Answers Merchandising techniques used in the store interior include: lighting,
color schemes, store fixtures
Interior Displays - Answers created using: space design, fixtures and hardware, mannequins,
, floor and wall coverings, in-store signage
Three Design Elements of Display - Answers 1. Color
2. Lighting
3. Harmony (balance, proportion, rhythm, emphasis)
Fashion Display Themes (6) - Answers 1. Recent or upcoming events
2. Current fashion trends
3. Seasonal color palettes
4. Store promotions
5. Historical events
6. Cultural activities
Fixtures - Answers -permanent or movable furnishings that are used to hold or display
merchandise
-examples: display cases, counters, shelving, racks, benches, and tables
Licensing - Answers 1. makes $$ for designer because of intellectual property
2. name helps sell the brand
3. celebrity sells/endorsements
4. win-win situation
**Why would a brand license out their name? Who benefits from licensing agreements? Explain
and give examples. (5) - Answers -When a brand (ex. Dior) gives permission to a company (ex.
Luxotica-who makes eyewear) to use their name on merchandise
-Brands (the licensor) frequently license out their name to a company (the license) who can
produce goods that require specialist manufacturing or distribution.
-For example, eyewear and sunglasses are specialty products that require a particular type of
production and are distributed differently to a fashion brand's core products (clothing, shoes,
and bags). So the licensee will create the product (under the guidance of the licensor, of course)
and distribute it.
-The licensor benefits from the royalties that the licensee will pay to them. They also benefit
from wider brand awareness that is normally associated with a larger product range. For
example, you can easily grow your customer base by offering lower priced products like
RNWPL Number - Answers Manufacturer of the product, not the designer
Clothing vs. Fashion - Answers Clothing: Usefulness, Decency/Protection
Fashion: Meaning/Personality, only rich could afford fashion
Branding vs. Fashion - Answers Branding: stable foundation, more infinite, place in a consumer's
mind, more stable than fashion, name/symbol of differentiation
Fashion defined by the apparel industry - Answers the existing type of clothing that is preferred
by a large segment of the public
Fashion defined by people - Answers 1. a current trend that is popular for frivolous reasons
2. a precise style of dress or behavior that is acceptable in one year, but not in another
Fashion defined by retailers - Answers whatever is currently selling
Fashion defined by sociologists - Answers represents a way of social interaction and status
seeking
Qualities of Fashion - Answers 1. mirrors the times
2. reflection of culture and its values
3. what the majority of a group is wearing, eating, decorating, building, living, etc.
Dress vs. Fashion - Answers Dress: apparel and accessories, body modifications and
supplements
Fashion: group identity and not the individual
**Why is fashion unique? (4) - Answers 1. has emotional appeal
2. is perishable (planned obsolescence- will last only for a period, cyclical)
3. is democratic because anyone can start a new fashion
4. requires group acceptance
The Many Purposes of Fashion (13) - Answers 1. for decoration or adornment
2. to create a sense of identity or belongingness
3. for self-expression or individuality
4. to gain support from a group that dresses similarly
,5. to equalize appearances
6. to demonstrate superiority or power
7. to show affluence or social distinction
8. to express one's modern nature
9. to enhance youthfulness
10. to create interest
11. to relieve boredom
12. for erotic appeal
13. to enhance gender differences
Visual merchandising
Goal of effective visual merchandising - Answers 1. the integrated look of an entire store
2. the goal of effective visual merchandising is to sell goods by promoting the store image and
creating a positive shopping experience for the customers
Display
Four types of display areas - Answers 1. a presentation of merchandise to attract customers so
they will buy and examine it
2. storefront, store layout, store interior, interior displays
The Storefront - Answers signs, marquees, entrances, window displays
gives the first impression of a store
The Store Layout
Types of layouts - Answers 1. the arrangement of floor space in order to promote sales of
fashion products
2. the customer should be able to walk through the store and easily view the merchandise
3. Types of layouts: free-flow, spine, loop, grid
The Store Interior - Answers Merchandising techniques used in the store interior include: lighting,
color schemes, store fixtures
Interior Displays - Answers created using: space design, fixtures and hardware, mannequins,
, floor and wall coverings, in-store signage
Three Design Elements of Display - Answers 1. Color
2. Lighting
3. Harmony (balance, proportion, rhythm, emphasis)
Fashion Display Themes (6) - Answers 1. Recent or upcoming events
2. Current fashion trends
3. Seasonal color palettes
4. Store promotions
5. Historical events
6. Cultural activities
Fixtures - Answers -permanent or movable furnishings that are used to hold or display
merchandise
-examples: display cases, counters, shelving, racks, benches, and tables
Licensing - Answers 1. makes $$ for designer because of intellectual property
2. name helps sell the brand
3. celebrity sells/endorsements
4. win-win situation
**Why would a brand license out their name? Who benefits from licensing agreements? Explain
and give examples. (5) - Answers -When a brand (ex. Dior) gives permission to a company (ex.
Luxotica-who makes eyewear) to use their name on merchandise
-Brands (the licensor) frequently license out their name to a company (the license) who can
produce goods that require specialist manufacturing or distribution.
-For example, eyewear and sunglasses are specialty products that require a particular type of
production and are distributed differently to a fashion brand's core products (clothing, shoes,
and bags). So the licensee will create the product (under the guidance of the licensor, of course)
and distribute it.
-The licensor benefits from the royalties that the licensee will pay to them. They also benefit
from wider brand awareness that is normally associated with a larger product range. For
example, you can easily grow your customer base by offering lower priced products like
