Alan Murdock

Fashion Marketing

One of the programs I launched while serving as Dean of Academic Affairs was Fashion Marketing.The program emphasises the business side of the fashion industry, which is intricately related to design through integrated marketing and branding. Students learn project management, retailing, merchandising, brand strategy and management, retail math and buying along with visual merchandising and, of course, entrepreneurship. Projects below showcase a runway event and visual merchandising projects developed by students in the program. These projects, in particular the fashion runway event planned and coordinated by Jacqulyn Schwartz, exemplify the objectives of the program. In visual merchandising students manage a tight budget to create a compelling window display.

Fashion Runway Event

In fall 2013 Jacqulyn Schwartz, a student of the program concepted a local fashion runway event at the Banana Republic store where she had become a junior manager. To get buy-in she needed to create a pitch to the regional manager and the corporate office. We discussed the components of the pitch, and Jacqulyn was successful in getting added employee hours and additional budget line items in support of the event. I connected her with the school photo and culinary clubs to schedule fashion shoots, runway photography and petit fours to be served at the event. In addition, Jacqulyn was able to develop a partnership with a cosmetology program to do hair and makeup for the event. Fashion photography by photography student Monica Gardner. Click the first photo for a short iPhone video from the event.

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