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Students Explore Fashion Industry Through New Marketing Course
Contemporary Marketing Issues (MKTG 421) explored the multibillion-dollar fashion industry in spring 2014.
Do you ever wonder how companies influence consumers to buy into certain trends and how designers determine what will be fashionable? How does clothing get from the runway into stores? Students in the Fashion Marketing course, offered this spring, found the answers to these questions and more. The fashion industry, a multibillion-dollar business, affects many aspects of our daily lives and relies heavily on smart decisions in marketing.
Contemporary Marketing Issues covers current issues and trends in marketing, and offers a variety of topics based on the emerging developments in the marketplace, including social media, digital and green marketing. This spring, the focus was on fashion, and students learned how marketing concepts can be applied to the fashion industry, including identifying target customers, understanding customer behavior, and discovering the customers’ wants. The students also discussed current issues, such as child labor, sustainability, trends, forecasting, ethics and marketing principles, as well as the future of fashion, with significant changes emerging through the innovation of 3D Printing, wearable technology and increased customer participation in the industry. The course included fashion museum trips, guest speakers and a hands-on project with fashion company M.M. LaFleur.
About the Professor
Prior to teaching, Klimovich was a marketing consultant and blogger, and has held various executive positions at companies such as AT&T and Telx. She started teaching at the College in 2011, and has a B.S. in math and economics and an M.S. in business from Carnegie Mellon University. She also completed an intensive three-month executive education program at Harvard Business School.
Klimovich is active on the board of directors of the Women’s Venture Fund, a nonprofit organization that supports womenowned businesses, as well as a chairperson of the New York Technology Council’s Cloud Computing Tract. She will teach Contemporary Marketing Issues again this fall, which will enter the arena of sports marketing.