FASH 208 - Cross-Cultural Analysis

Encompassing travel abroad, research, and online instruction, this unique course introduces students to the history and culture of Europe and examines Europe’s position in today’s global fashion industry. Beginning in the fall semester with reading, writing, and research of specific European countries and cities, the course culminates in a 10-day visit to major cultural sites, fashion houses, wholesalers, and forecasters. Assignments include pre-trip Blackboard assignments, a trip journal, and a written paper comparing at least two of the fashion field trips. Students will develop a firsthand understanding of global consumer behavior from a cross-cultural perspective in the 10-day travel abroad experience. Issues in market segmentation, research and analysis, and marketing strategies will be addressed through visits to world-renowned retailers and manufacturers. Additionally, an understanding of the European consumer is gained by visiting local retail stores, museums, and exhibits. Cities visited in the past include London, Milan, Paris, Barcelona, Madrid, Brussels, Munich, Rome, and Florence.

3 credits

Prerequisites: Sophomore, Junior, or Senior standing; 2.50 GPA or higher. Application required.