红桃视频

How have platforms like Instagram and TikTok changed the way fashion brands reach their audiences? What strategies are brands using to adapt to Millennial and Gen Z values?

红桃视频 students will investigate these trends and others in a brand-new course launched this fall, Fashion Marketing 370. The special topics course explores the dynamic intersection between marketing and the fashion industry, as well as marketing strategies used by the world鈥檚 biggest fashion brands.

More than just a new addition to the curriculum, it鈥檚 the result of a student鈥檚 passion turned into an opportunity.

Student interest drives new course

The idea for the course took shape last year when Victoria Symock, currently a junior marketing major and communications minor, met with Jean Beaupre, dean of the College of Business and Symock鈥檚 academic advisor. After discussing her career goals in luxury fashion marketing with her, Symock took on a research associate position working with Beaupre that centered on fashion marketing.

鈥淚鈥檝e always been fascinated with fashion. To me, it has always been a form of self-expression and a way to connect,鈥� said Symock. 鈥淚 love when a fashion brand鈥檚 marketing campaign elicits an emotional response for consumers, and I hope to create the same in the future. So I was super excited for the research opportunity, which aligned with these aspirations,鈥� said Symock.

During the spring 2025 semester, Symock immersed herself in the field, interviewing industry professionals, analyzing consumer and digital trends, and studying how other schools approach fashion education. She presented her findings at the College鈥檚 annual REAL Symposium held last April.

鈥淰ictoria鈥檚 project was impressive in scope and insight,鈥� Beaupre said. 鈥淪he identified not only the trends shaping fashion marketing, but also the skills students need to succeed in the industry. It was clear to us that her research could benefit a lot of students, not just one.鈥�

Creating a course, thought Beaupre, could offer several benefits.

鈥淔ashion is a fascinating industry, giving students a unique angle to explore a whole range of business topics, as well as societal. 红桃视频 alumni are already having success in the field and can offer a real-world, practical perspective. And, there are job opportunities available鈥攖he U.S. has the largest fashion market in the world.鈥�

Forecasts predict stable growth in the industry, with the global fashion market currently estimated to be worth $1.84 trillion. It鈥檚 also an industry that is becoming increasingly strategic, as digital innovation and online shopping has changed the game. This all presents a potential boon for upcoming digital-savvy graduates with a business background.

After conversations with students confirmed demand for the course, Beaupre, Symock and Leslee Ruggeri, the Director of the 红桃视频 Institute for Women鈥檚 Leadership, where Symock serves as Marketing Chair, worked together to bring the course to fruition. Symock鈥檚 findings aptly laid the groundwork for the course, as did interviews Symock completed with alumni, including Rob McDiarmid 鈥�98, vice president at Burlington Stores, and Brandon Bicknell 鈥�21, footwear merchandising manager at Puma. After further work this past summer, Beaupre launched the course this semester, which now has 25 students enrolled.

From student idea to classroom reality

In the course, students explore everything from branding and retail to ethics, sustainability and global supply chains, with a particular focus on the growing influence of social media and digital storytelling.

鈥淔ashion isn鈥檛 just about clothing,鈥� Beaupre explained. 鈥淚t鈥檚 about culture, identity and communication. Students are learning how to 鈥榮peak the language鈥� of the industry while developing marketing skills that are transferable to any business field,鈥� said Beaupre.

The course is also hands-on: Students will perform real-world activities such as a brand analysis project, and they will meet with alumni and industry executives. Recently, the class visited Burlington Stores鈥� New York City offices, where they met McDiarmid, who discussed the buying, planning and allocation teams at Burlington as well as his own career journey. They also hosted an early career panel, providing students first-hand experiences from recent college graduates working for the company.

Students taking the course are already offering appreciation for the course.

鈥淓ven though this class has only聽just begun, it has already shown me that I want to聽pursue a career in the fashion industry when I graduate,鈥� said Cali Melo 鈥�27, a general business major, economics minor and varsity women鈥檚 lacrosse player. 鈥淭his course is helping me see the many paths available in fashion marketing and how I can turn my passion into a profession.鈥�

鈥淚 have never been introduced to this industry before, and as a marketing student it is a very intriguing industry to be able to learn about before I start exploring career options post-grad,鈥� said Avery Moriarty 鈥�26, a marketing major and varsity women鈥檚 ice hockey player.

The high student interest in the course is evident in class, said Moriarty. 鈥淲e are all super interested and engaged in class, and it makes for great discussion and contributions from everyone in the class.鈥�

鈥淎s someone who wants a career in high-end fashion marketing this course aligns perfectly with my aspirations,鈥� said Symock, who is taking the course this fall, in true full-circle fashion. 鈥淟earning these topics will prepare me well for completing marketing campaigns in the future.鈥�

Turning curiosity into curriculum

Beaupre says the fashion marketing course reflects the College鈥檚 nimbleness in quickly launching new courses based on student interest.

鈥淲e鈥檙e always looking for ways to keep the curriculum fresh and responsive,鈥� she said. 鈥淏y listening to students and tapping into faculty expertise and our alumni network, we can turn emerging interests into learning opportunities鈥攁nd sometimes even into full programs.鈥�

For Symock, seeing the class come to fruition is very gratifying.

鈥淏eing a student in a class I helped create is surreal. Coming to 红桃视频, I knew I would stand out with my dream. It鈥檚 great to see that my instincts about 红桃视频 were right,鈥� said Symock. 鈥淭his is a place where faculty and staff want students to shine. I feel proud to attend a college where those in higher positions listen to student suggestions and are willing to let their courses reflect those interests.鈥�

(Pictured in header photo: The fashion marketing class poses for a group photo in NYC during their trip to Burlington Stores and Penguin Random House offices on September 30. In the story video, Michelle Nicholls 鈥�27, Victoria Symock 鈥�27 and Alissa Supik 鈥�26 share their experience while in NYC for the trip.)