The Associate of Applied Science in Fashion Marketing from Parsons The New School for Design provides students with a well-rounded education covering all aspects of the fashion industry from marketing, merchandising, branding, and design to global business practices and new technologies. Key areas of focus include developing fashion marketing strategies, analyzing target markets, creating global marketing plans, managing brands, understanding product development and manufacturing processes, and utilizing industry software. Students also learn about retailing, importing/exporting, color theory, fashion history, trend forecasting, and public relations.

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 business
framework of apparel and textile companies; fashion terms; how to identify
different markets and new trends.
Fashion Marketing: How to develop and implement fashion marketing strategies;
theoretical and practical understanding of decision-making; fashion marketing
fundamentals-general concepts, marketing environment and market types; how to
analyze a target market and conduct research.
Global Marketing: How to create a global marketing plan for a domestic fashion
company; international business relationships- economic, cultural, and legal
practices; 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; how
to analyze and make strategic decisions.
E-Marketing: How to use the Internet to communicate with and market to
customers; what is important and what to avoid.
Marketing - Processes & Skills: Production and manufacturing processes related
to line development: manufacturing in relation to establishing quality and fit
standards; 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 difference
between success and failure; challenges of brand management; how to develop,
manage and protect brands.
Fashion IND: Design: Overview of fashion design as complementing the
marketing component; how to develop design concepts, draw basic fashion figure
and the design sketch, compile a croquis book, and make flats.
Marketing – Design Integration: How to effectively create an environment that
simulates the daily activities within a fashion company; color forecasting, trend
spotting and editing, how to plan a seasonal collection.
Merchandising: Principles and techniques to operate a successful fashion apparel
company; role of a merchandiser - planning, editing, and pricing strategies; how to
cost fashion apparel profitably through garment costing exercises; merchandising in
fashion and its dynamic character.

2. Merchandising Math: How to analyze the profit-loss statement; how to solve
mathematical problems; planning, inventory control, terms of sale; wholesaler and
retailer pricing policies.
Product Development: Role of the Product Developer; how to generate successful
private 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 of
retailing functions and structures; promotion, global retailing, location, image
development and new technologies used in current retail organizations.
Fashion CAD – Photoshop: Basics of Adobe Photoshop - the most versatile
program used by leading apparel and textile companies, how to utilize and
customize 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 and
experience of color; how to manipulate viewer response using color as a visual tool.
Fashion Textile Survey: Woven and knitted fabrics – how to identify fibers and
evaluate their performance; historical and contemporary design and production
techniques – Pattern (printed, painted, dyed or woven) as design inspiration.
Fashion History: Study of 19th and 20th C. fashion through examination of the
influences of history, literature, politics, media, psychology and culture; history and
meaning 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 to
present; revival and innovation, and design connections.
New York Trend Spotting: Fashion forecasting, competitive retail analysis, trend
forecasting, and the merchandiser's role in defining "cool".
Public Relations: How media exposure can help businesses succeed; how to
communicate effectively, generate media attention using press kits, events, stunts,
media alerts and releases; how to create an angle and to "pitch" a fashion
company; how to develop a press kit, PR plan and budget.