Tasha Lewis, Ph.D., is an associate professor in the Department of Fiber Science & Apparel Design at Cornell University, where she teaches fashion design management. Her research encompasses the consumer-driven aspects of the fashion industry as it contends with advances in technology, shortened product life cycles, and demands for more social responsibility and transparency. Dr. Lewis’s primary research explores how to assess the value that environmentally sustainable fashion products and supporting manufacturing processes bring to today’s fashion supply chain. Most recently, she has been focused on the post-consumer stage of the textile and clothing recycling process.
Fashion is made to be worn, and consumers must have access to it in order to make that happen. Successful fashion product lines are not just well designed; they also meet sales goals, whether those goals are set by a larger fashion brand or by an independent designer. Distribution and marketing are the methods that fashion brands use to get product lines into stores and into the hands of consumers. Every element, from your sales plan and retail pricing scheme to your selected distribution channels, can be used to help reach your target customer.
In this course, you will begin by setting a sales goal and creating a sales plan using resources such as the apparel retail calendar and assortment planning. After you create your sales plan, you will examine how fashion brands set a retail cost for their products and establish a retail cost for key products. You will then design a marketing strategy using distribution and promotion methods to ensure that your products are accessible and appealing to your target consumers. By using this process, you can create an appropriate targeted marketing and distribution strategy for any fashion retail space and product assortment.
- Build a pop-up store concept for your fashion retailer
- Create a six-month sales plan
- Establish an approach to garment pricing
- Develop an assortment plan and promotional strategy
How It Works
Who Should Enroll
- Designers seeking a business background
- Anyone hoping to build or grow a career in the fashion industry