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 FAS380