Course Description
An overview of the fashion product development process and brand management tactics used in fashion industry. Integrating hands-on activities and projects, methods by which apparel companies create and manage their fashion products for the target customers will be discussed.
Athena Title
Fashion Product and Brand Mgmt
Equivalent Courses
Not open to students with credit in TXMI 5220E
Prerequisite
TXMI 3210 or TXMI 3210E
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Course Objectives
Upon successful completion of this course, students will be able to: 1. Understand merchandising concept and process in fashion industry; 2. Compare ready-to-wear and couture collections; 3. Understand the concept of branding in fashion industry; 4. Understand key components for product development and brand management, including target customer profiles and personas, micro and macro brand concepts, market analysis, competitor analysis, and brand positioning, SWOT analysis; 5. Understand merchandise planning, distribution, and marketing strategies; 6. Analyze and forecast fashion trends; 7. Understand research and design processes for apparel line development; 8. Understand aesthetics of apparel products and elements and principles of design; 9. Produce their own portfolio to showcase their work and demonstrate the skills for apparel line development and brand management, which includes ready-to-wear company analysis, trend analysis and forecasting, and apparel line development and management projects.
Topical Outline
Merchandising concept and process Ready-to-wear vs. couture collections Branding: Brand concept, brand image, brand identity, brand positioning, SWOT analysis Target customer profiles and personas Merchandise planning, distribution, and marketing Fashion trend analysis and forecasting Research and design process in fashion product development Aesthetic aspects of apparel Elements and principles of design Capstone project for fashion product development and brand management
Syllabus