Explain the concept of fashion and identify the different types of businesses that comprise the fashion industry.
Describe how fashion marketing concepts are applied locally, nationally, and internationally.
Describe the influence that economic, social, media, political, demographic, geographic, and psychological factors have had and currently have on fashion.
Discuss the influence of iconic figures and events on fashion.
Describe the economic impact of global trade on business decisions and operations.
Investigate the basic economic implications of domestic manufacturing versus foreign manufacturing.
Explain current retail trends driven by global trade.
Marketing
Discuss the marketing concepts used in retail and fashion merchandising.
Describe the effect marketing has on current and future trends in fashion.
Explain why fashion industry products and services are valuable to the customer.
Explain marketing functions and related activities as they apply to fashion merchandising.
Examples: product/service management, distribution, financing, pricing, marketing information management, promotion, selling
Explain the importance of marketing strategies utilized in the fashion industry.
Research connections between company actions and results.
Examples: influencing consumer buying behavior, gaining market share
Explain the purpose and processes of sales forecasting in fashion merchandising.
Research how leveraging the “four P’s†of marketing (Product, Price, Place, Promotion) can affect potential reach, revenue, and impact in the retail and fashion industries.
Evaluate and explain the effects of store layouts and merchandise presentation on customer behavior.
Identify elements that influence store layouts.
Identify types of fixtures used in presenting merchandise.
Examples: mannequins, shelving, lighting, seasonal displays
Explain the use of technology in visual merchandising.
Contrast merchandising techniques and store layouts used by various types of retailers.
Examples: boutiques, department stores, big box stores, discounters, virtual
Design a display for a specific store, season, and type of fashion.
Research customer demographics for the selected retailer.
Select merchandise, fixtures, lighting, and accessories for a marketing display.
Technology
Gather and share information on the impact of technology on the fashion industry and merchandising.
Describe the use of technology in selling and merchandising, citing specific examples.
Investigate and report on emerging technology applications and Internet sites related to fashion marketing.
Information Management
Analyze the impact of marketing information management on the fashion industry.
Explain the importance of marketing information management to the fashion industry.
Describe the use of technology in processing marketing data.
Describe the different methods of conducting research and the characteristics of effective data-collection instruments.
Explain the role of market segmentation in target marketing in the fashion industry.
Describe the relationship between market research and product development and sales.
