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Fashion Marketing & Merchandising Global Business Consulting Program Fall 2024 Semester - Florence

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Fashion Marketing & Merchandising

Fashion Marketing & Merchandising Course Overview


CEA CAPA Partner Institution: CEA CAPA Florence Center
Location: Florence, Italy
Primary Subject Area: Fashion Design
Instruction in: English
Course Code: FAS380
Transcript Source: University of New Haven
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: None. This class is geared towards students majoring in retail buying, fashion design, merchandising, business, marketing, advertising or PR.
Additional Fee: $110.00
Additional Fee Description:This course requires payment of an additional fee to cover active learning components that are above and beyond typical course costs, such as site visits, entrance fees and other expenses.


The world of fashion is dynamic and highly competitive. The task of gathering assortments that appeal to consumers is a challenging and rewarding occupation. To meet this challenge knowledge of products availability and incentives that drive consumers to buy is imperative. Fundamental to this knowledge is an understanding of retailer's role in channeling products from producers to customers. Buyers differentiate between stores and other retail formats from competitors by the types of merchandise offered and the pricing strategies they employ. Understanding the dynamics and differences of retail buying concepts is critical to the success of those interested in buying and selling retail consumer fashion merchandise and services.

This course covers the fundamentals of fashion and the basic principles that govern all fashion movement and change: the history and development, organization and operation, merchandising and marketing activities, trends in industries engaged in producing fashion, purchasing of fashion merchandise, foreign and domestic markets, and the distribution and promotion of fashion.

For those majoring in Business, Marketing and Public Relations one of the greatest advantages of this course and of being in Florence is that you enjoy fantastic opportunities to make contacts with industry professionals. Florence and nearby Prato house many fashion, textile and buying companies, so frequent field trips to the Gucci prototype handbag factory, the headquarters of Roberto Cavalli, Ferragamo museum, and Angela Caputi's workshop; Pitti Immagini trade shows; and resident buying offices. Guest speakers at each of these sites will explain their work, give you valuable insights into their careers.

*This course is cross-listed as MKT380

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