Graduate Division
This course will focus on developing branding strategies for the major selling channels, including brick-and-mortar shops, online, catalogs, and other direct marketing outlets. Students will research and experience fashion retail brands in today’s multichannel fashion context. The class will also explore how certain social and cultural issues impact the methods that consumers use to purchase merchandise, as well as how retailers use these multichannel methods to communicate, represent and translate their product’s position in the fashion market. Students will be expected to think critically about how media mixes are important to product presentation.
credit(s): 3

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