Course Description

Fashion is a $1.2 trillion global industry, with more than $250 billion spent annually on fashion in the United States alone. Marketing plays a crucial role in this global industry. It is a discipline that informs many of the strategic and creative decisions involved in fashion design and product development, and it operates at every level of the fashion industry supply chain from product development through to retail. It connects the commercial goals of a business with the personal ideals, values, and needs of consumers.
In this course, students will be introduced to the basic theoretical principles of marketing within the context of the global fashion industry. Students will define marketing, explain the marketing concept, explain market research, and make marketing connections that will allow them to understand the economic impact of the fashion industry. Activities in this course include work-based learning that connects students to industry and the local community.