MKTG120 Introduction to the Fashion Industry

Department of Business Studies: Marketing

I. Course Number and Title
MKTG120 Introduction to the Fashion Industry
II. Number of Credits
3 credits
III. Number of Instructional Minutes
IV. Prerequisites
V. Other Pertinent Information
VI. Catalog Course Description
This course explores the relationship of the fashion industry to the society in which we are consumers. It includes fashion history development, a survey of select fashion industries, fashion merchandising, fashion design, apparel manufacturing, textile marketing, and accessory marketing.
VII. Required Course Content and Direction
  1. Course Learning Goals

    Students will:

    1. outline the development of fashion and the fashion industry from inception to modern day;
    2. explain how consumer demand affects fashion apparel and accessories;
    3. explain the process of product development, production, and marketing as it relates to fashion apparel and accessories; and
    4. evaluate the variety of retailing formats and the current national and international fashion centers.
  2. Planned Sequence of Topics and/or Learning Activities

    1. discuss the social, political, economic, technological, and artistic reasons for the major changes in the fashion industry over the last 150 years as a background to understanding today's history
    2. identify the process of research, planning, promoting, and distributing the raw materials, apparel, and accessories the consumers want to buy
    3. discuss the theories of fashion adoption, the connection between consumer and fashion cycles, and motivating factors for fashion purchases
    4. discuss fashion forecasting, fashion services and resources, and design courses used for product development
    5. discuss the production and marketing chain for fibers, yarns, and fabrics, trimmings, and findings
    6. identify the impact that foreign competition and consumer demand have on the industry and the reaction of the industry
    7. introduce the major fashion capitals of the country and the world
    8. analyze how a manufacturer's line is planned and created to support and enhance an image
    9. discuss fashion design elements and principle
    10. identify the necessary production steps of apparel
    11. discuss design, manufacturing, and marketing as they apply to accessories and furs
    12. discuss major international and domestic fashion centers and their role in buying and selling at the wholesale level
    13. examine the current retail environment: global retailing, types of retail companies, and the organization of retail companies
    14. identify the necessary planning of buying and selling activities for retailers
    15. identify various aspects of retail fashion marketing
  3. Assessment Methods for Course Learning Goals


    See course syllabus.

Review/Approval Date -2/03; Revised 11/2011; New Core 8/2015