Tuesday, February 17, 2009

Fashion Marketing


What is Fashion Marketing?

How do the clothes reach the public and the target consumers after they are designed and fabricated? That is where the Fashion Marketing team comes in. Fashion Marketing combines the elements of advertising, design and business administration, as well as a solid understanding of the fashion world, in order to take a new clothing line and get it the attention it needs to be successful.
Who would be more interested in a red A-line skirt with blue embroidery: a new mother or a 15 year-old girl? These are the questions a good Fashion Marketer must be prepared to ask and answer when working with a new clothing line. Fashion Marketers have a good sense of popular culture and on what will be stylish in the future. In a sense, they are the visionaries of the field who not only recognize what will be successful and which consumer group will be the most interested, but know how to market the clothes to these target groups.
Most of Fashion Marketing is behind-the-scenes: keeping abreast of fashion trends and consumer buying habits; putting together advertising campaigns that target specific consumer groups and appeal to their tastes; being mindful of the broader picture of the fashion world and what new style innovations are being introduced into the field. Fashion Marketers are the savvy idea people, the connectors between the designers and their public.
Fashion Marketing is a fast-moving, exciting and innovative field of study. It is concerned with the development, analysis, and implementation of strategies focused on current and past fashion trends and encompasses a wide range of topics such as consumer behaviour, advertising and promotion, market research and strategic marketing which give students the marketing skills necessary to work and compete in the external environment.
Fashion marketers have the capacity to understand how and why brands sell. Some consumers are willing to pay hundreds or even thousands of pounds for single items of clothing and the appropriate shoes and accessories, which carry a particular brand mark. Recently this has extended into home fashions and even food items that have a specific name or label.
Fashion Marketing is different from many other areas of marketing. The very nature of fashion, where change is intrinsic, gives different emphasis to marketing activities. Furthermore, the role of design in both leading and reflecting consumer demand results in a variety of approaches to fashion marketing.

Fashion Marketing

Bachelor of Design majoring inFashion Marketing

Fashion Marketing requires an eye for style and a head for business and will put you at the intersection of fashion and business.
This course teaches you how to market fashion, bringing the world's fashion from the designer’s studio to the wholesale showroom and to the retail outlets. You’ll learn a wide range of business activities in fashion, branding, retail, merchandising and international marketing that fosters creativity, innovation and good business acumen.
Fashion marketing is an exciting field that opens up many opportunities in the fashion industry. It’s one of the major components that drive the fashion industry. You’ll learn how to develop, analyse and implement brand strategies, study buying and merchandising practices, plan and execute effective advertising and promotional strategies.
As the fashion and retail industries continue to grow, more trained fashion marketers and managers are needed by fashion houses to remain competitive. The broad-based skills acquired in this course can be applied to many areas such as marketing, merchandising, publishing, advertising and fashion show productions as well as luxury goods and mainstream consumer products. Our Fashion Marketing graduates will be ready to assume professional work in the fast-paced fashion industry in public relations and marketing consultancies.
You’ll work with classmates on professional presentations with real-world scenarios and you’ll complete your Degree with fashion marketing proposals and a professional portfolio that will take you straight into your first job.

Fashion Marketing Certificate

The Fashion Marketing Certificate offers the student marketing and business skills, basic knowledge of the fashion industry and an inside look at how apparel products are produced. It also introduces students to the activities that take place in buying, selling and promotion at the wholesale and retail levels.
The Fashion Marketing Certificate may be taken on its own or in conjunction with the Fashion Design and Technology Program. Courses provide an opportunity for students to explore the field of fashion. Students needing to prepare a portfolio for entry to the Fashion degree or diploma program often start out in this program. The certificate leads to some entry-level positions, mostly in retail, but as a one-year introductory theory-based program, it is recommended that students planning a career in fashion marketing consider a diploma or bachelor’s program in business or marketing.

Attendance at an orientation and portfolio assessment session are not required for this program. While students meeting Kwantlen’s general admission requirements will be accepted into the Fashion Marketing program, please note that access to fashion (FASN) courses requires a more advanced English prerequisite. This includes one of the following

Fashion Marketing and Communication (MA)
If you’re a dynamic individual with a creative eye for trend and market development, take a look at this exciting MA. It provides students with a deeper understanding of the theory and practice of current and future trends in fashion media, promotion, strategic fashion marketing, communications and global fashion branding; it really is all-encompassing of the fashion world.
The course also offers students the opportunity to explore creatively the theoretical and practical application of innovative fashion marketing in order to satisfy current and future consumer demands in developed and emerging markets.
To view samples of recent student work please visit the MA Fashion Marketing and Communication gallery.

Fashion Marketing & Merchandising Programme
The course has been designed in a way that during the First Semester the students would study basics of Marketing & Merchandising, Creation of Fashion in Labs, History of Costumes and Foreign Languages. In Second and Third Semester, they would have a more detailed and In depth study In the Fashion Creation and Production Courses. Latterly, In the coming Semesters, they would be having extensive and in depth study in the areas of Marketing, Merchandising and Visual Merchandising. In the mean while, they would also be provided with ample Industry Exposure through Industry Internships and Industry Visits.

Giving the Fashion Industry the Business:

Careers in Fashion Marketing
You convinced your skeptical friends a year and a half ago that tapered leg jeans were coming back. You can recognize a quality garment by examining its stitching and fabric. You have a keen business sense and enjoy working with numbers. You'd make a great fashion marketer.

What Fashion Marketing Is All About
Fashion marketers combine a strong sense of the fashion industry's trends with knowledge of the business side of the industry. Careers in fashion marketing compel you to develop both your creative and analytical abilities. For instance, you might find yourself attending a fashion show as a buyer. In addition to examining the aesthetic qualities of the clothes that come down the runway, you'd think about what pieces would sell in your store, how many you might be able to sell, and how much you would need to charge for each piece.
Career Options in Fashion Marketing
Fashion marketing is not limited to fashion buying. With a fashion marketing degree, you can also work as a fashion coordinator. In this job, you oversee the overall look of a store to make sure that all of the clothes in it present a cohesive vision. As a retail store manager, you work with fashion buyers to select clothing for your store, keep track of your store's finances, oversee your store's advertising, and manage your store's employees. If you have strong entrepreneurial instincts, you might decide to open your own boutique.
Getting Started in the Industry
In order to be successful in fashion marketing, you need to have your associate's degree, or, preferably, your bachelor's degree in the field. As you plan your course of study, make sure that you take plenty of business courses, especially in marketing and sales. After you graduate, an internship is a great way to learn about the fashion industry and make important contacts with people in the industry. If you are not yet ready for school, working in a department store or boutique can teach you about customers' buying patterns and the store's inventory system. This knowledge will come in handy one day when you are planning your own store's inventory.
Careers in fashion marketing are exciting and fast-paced. You are usually not confined to an office, and there are usually many opportunities to travel. If you have a passion for fashion and good business instincts, you should consider fashion marketing.

Fashion Marketing Studies

Karen Kaigler-Walker, Ph.D., Department Chairkaren.Kaigler-walker@woodbury.edu
Mission and Learning ObjectivesWoodbury University offers a Fashion Marketing program that provides students with a thorough understanding of the conditions, techniques and requirements of marketing and promoting fashion.Professionals in the field teach fundamentals of fashion merchandising, promotion and trend analysis. Advanced courses feature theories of marketing, consumer behavior and international business. Drawing upon case study analysis, students learn to apply fashion marketing principles to solve problems and develop plans of action.Laboratory experiences, field experiences and a strong senior internship program give students the exposure and experience necessary to become successful in the fashion industry.Graduates of this program are well-prepared professionals who are qualified for management positions in a variety of fashion career areas including fashion buying, store management, advertising, styling for the media, promotion, public relations and special events. More

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