M Haley Curricular Focus

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M Haley Curricular Focus

  1. 1. Parsons The New School for Design: Associate of Applied Science - Fashion Marketing (Meghan Haley: Areas of Focus)Fashion Industry: Overview of the structure of the industry; the businessframework of apparel and textile companies; fashion terms; how to identifydifferent markets and new trends.Fashion Marketing: How to develop and implement fashion marketing strategies;theoretical and practical understanding of decision-making; fashion marketingfundamentals-general concepts, marketing environment and market types; how toanalyze a target market and conduct research.Global Marketing: How to create a global marketing plan for a domestic fashioncompany; international business relationships- economic, cultural, and legalpractices; how to determine the feasibility of developing a global market venture,including strategies for global media and public relations.Marketing Management: Managing the marketing function and challenges; howto analyze and make strategic decisions.E-Marketing: How to use the Internet to communicate with and market tocustomers; what is important and what to avoid.Marketing - Processes & Skills: Production and manufacturing processes relatedto line development: manufacturing in relation to establishing quality and fitstandards; how manufacturing costs relate to wholesale pricing of a product line;interactions of merchandiser and production; manufacturing process terminology.Brand Management: How brands acquire and sustain value in the marketplace;how to analyze fashion companies; how brand images can mean the differencebetween success and failure; challenges of brand management; how to develop,manage and protect brands.Fashion IND: Design: Overview of fashion design as complementing themarketing component; how to develop design concepts, draw basic fashion figureand the design sketch, compile a croquis book, and make flats.Marketing – Design Integration: How to effectively create an environment thatsimulates the daily activities within a fashion company; color forecasting, trendspotting and editing, how to plan a seasonal collection.Merchandising: Principles and techniques to operate a successful fashion apparelcompany; role of a merchandiser - planning, editing, and pricing strategies; how tocost fashion apparel profitably through garment costing exercises; merchandising infashion and its dynamic character.
  2. 2. Merchandising Math: How to analyze the profit-loss statement; how to solvemathematical problems; planning, inventory control, terms of sale; wholesaler andretailer pricing policies.Product Development: Role of the Product Developer; how to generate successfulprivate label apparel; changing buying-habits of the retailers target customer;advantages and disadvantages to private label merchandise.Import & Export: Importing and exporting apparel and textiles; terminology,payment methods, political influences; why import and export markets develop,and new trade agreements; how to source apparel and textiles off-shore.Retailing: Principles, procedures, and applications in successful retailing; study ofretailing functions and structures; promotion, global retailing, location, imagedevelopment and new technologies used in current retail organizations.Fashion CAD – Photoshop: Basics of Adobe Photoshop - the most versatileprogram used by leading apparel and textile companies, how to utilize andcustomize for fashion design industry needs.Color Theory: Physical and psychological effects of light and color; interaction,relationships, and variables that modify color perception; the science andexperience of color; how to manipulate viewer response using color as a visual tool.Fashion Textile Survey: Woven and knitted fabrics – how to identify fibers andevaluate their performance; historical and contemporary design and productiontechniques – Pattern (printed, painted, dyed or woven) as design inspiration.Fashion History: Study of 19th and 20th C. fashion through examination of theinfluences of history, literature, politics, media, psychology and culture; history andmeaning of dress and the development and practice of style.Design History – Connection: History of style- furniture, fashion, interiors;decorative arts, and painting; links between design movements - 18th century topresent; revival and innovation, and design connections.New York Trend Spotting: Fashion forecasting, competitive retail analysis, trendforecasting, and the merchandisers role in defining "cool".Public Relations: How media exposure can help businesses succeed; how tocommunicate effectively, generate media attention using press kits, events, stunts,media alerts and releases; how to create an angle and to "pitch" a fashioncompany; how to develop a press kit, PR plan and budget.

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