This program is available in Calgary.
Fast-paced and ever-changing, the fashion industry will keep you on your toes with the latest trends in design, apparel production, and promotional strategies. If you’re up for a challenge, VCAD’s Marketing and Merchandising for Fashion – Marketing Specialization program is for you.
You will gain an in-depth understanding about e-business, global marketing, the fashion product life cycle, and much more.
By the end of the program, you will have created a professional portfolio that demonstrates your skills in fashion marketing and merchandising, and will help you to apply for positions in buying, retail management, marketing, publicity, and more.
Upon successful completion of this program, you will be able to:
- Illustrate fashion design concepts
- Apply the knowledge and skills resulting from the study of modern fashion illustration concepts and techniques to present day marketing problems
- Provide a history of the influence of fashion on each generation of designers
- Deconstruct garments and finishing techniques
- Map different classifications of apparel to target markets and promotions
- Describe the product development, apparel production, and textile life cycles and the impact these have on successful merchandising and marketing
- Articulate the role of branding and private labels in generating sales
- Clearly articulate sales and advertising plans using industry standard tools to generate competitive analysis
- Describe and demonstrate the role of target marketing, market segmentation, and niche markets in the effective placement of sales product
- Define retailing and explain the steps in strategic planning for meeting ROI
- Write, present, and critique plans and proposals
- Successfully participate and contribute to the success of a team
- Develop a professional network
The program consists of five 12-week terms. All courses are worth three credits. 75 credits are required to complete this diploma program.
CM10C - Photoshop I
This course introduces the students to the popular imageediting software Adobe Photoshop. The main objective of this course is to teach graphical image production. Through this ‘hands-on’ course, the student will learn the fundamentals of design, as well as advanced features and tips, to prepare images for print production and web delivery. By the end of this course, the student will be able to create and enhance sophisticated images using Photoshop’s tools and features. You will learn how to correct and modify print and web images using various techniques and tools, such as layers, selection tools, brushes and masks, as well as how to apply special effects, blending options, and filters to original and composite images.
CM10D - Colour & Design
The purpose of this course is to introduce the students to the fundamental principles of design and color theory. Students will be introduced to the principle concepts of design such as layout, composition, and balance as well as the theories of color and how to use color creatively. These concepts will be presented in theory as well as reinforced through specific practical exercises and activities that will serve to demonstrate how each of the concepts is integrated into good design. Topical coverage includes terminology of design, composition, negative space, colour systems and theory, colour and light, tone, hue, saturation and value of colour, human element of colour.
FM10C - Canadian RetailingIn this course, students will be introduced to the multifaceted aspects of the Canadian fashion retailing industry, including types of retailers, retail organization, fashion consumers, merchandise management and retail promotion. Each of these topics will be further explored in courses taken later in the program.
CM10EB - Illustrator
In this course students will learn the basic Adobe Illustrator concepts and tools necessary to begin now and further develop in later courses technical packages in fashion such as technical drawings, retail floor plans, promotional materials, catalogues.
FM10F - Sustainability
Sustainable fashion is becoming integral to fashion design philosophies, technologies, and trends in manageable sustainability. This means that the fashion industry has recognized that being socially responsible should minimize the human impact on the environment, on people, and can have a positive impact on the bottom line. In this course students will conduct market research examining political, economic, social, and technological sustainability issues using PESTLE analytical techniques.
FD240 - Fashion Illustration
Fashion illustration is vital in the product development and marketing of apparel and accessories. Illustration represents the product visually: it is a form of stylized drawing that
communicates not only an artistic representation but also a sense of style. In this course, students will learn the basics of this fashion art form:
• Illustration as a form of fashion communication
• Fashion illustration basics
• Fashion body vs. human form
• Croquis and technical drawings
FM20C - Fashion Marketing & Promotion
Fashion Marketing is defined as more than just “selling”: it is creating in the consumer the need and want to purchase fashion goods using a strategy of correct pricing and placement of goods, product offerings and promotional techniques targeted to the correct marketing segment. In this course, students are introduced to basic fashion marketing principles.
FM20E - Fashion Writing
This course introduces the fashion marketing and merchandising student to various print-based media and how to develop the skills to write promotional as well as reporting material for fashion. The skills learned in this course will be further developed in coursework taken later in the program. Topical coverage includes: writing in the communication process; newspapers and fashion journalism; writing for fashion advertising; and new media and blogs.
FM20D - Fashion History
Costume history is the history of fashion – trends, design influences, fabrications, style changes and developments, evolving technical elements and terminology of fashion. An overview understanding of fashion history and the place it holds in modern times is vital in the marketing and merchandising of current fashion apparel and accessories. Topical coverage includes: roles of costuming through the ages; influence of costuming on designers; fashion as an evolutionary process; costuming in fashion promotion, styling, product development, visual display.
FM20B - Textiles
Students will explore both natural and synthetic fibers, their primary and secondary characteristics and properties, how fibers become fabrics, fabric names and usages, care, labeling, life and handling. Yarn production, weaves, knits, printing, dyes, and the new technologies in fiber production are examined. Trends in fabrication in the 21st Century are emphasized. Topical coverage includes: from fiber to fabric; manmade and natural fibers; primary and secondary characteristics of fiber; dyes, printing processes; knits, weaves and eco friendly technologies
FM30C - Consumer Buying
This course explores the consumer buying process and the fashion industry: consumer behavior, internal and external factors influencing fashion consumers and consumer buying decisions.
FM30B - Fashion Forecasting
Fashion forecasting is a process that includes knowledge of changing colours and styles, lifestyles and consumer buying patterns, and varying methods of retailing merchandise. Students will learn the components of fashion forecasting and how this affects decision making in the apparel industry. Topical coverage includes: the role of fashion forecasting in the textile apparel industries; forecasting techniques and technologies; and limitations of forecasting.
FM30D - Fashion Public Relations
Public Relations (PR) is the management and marketing function that links the fashion business with the buying public. Publicity is a communication method that tells the public about an apparel line, an emerging designer, a service, event or idea. In this course, students will develop skills needed to generate effective PR in fashion. Topical coverage includes: effective and ineffective public relations; public relations in fashion marketing and merchandising; public relation planning, budgeting and scheduling; and news releases, media kits and public announcements.
MR500 - Mathematics for Retail
In this course students will learn mathematical concepts and procedures and how they are applied to achieve profitable fashion retail merchandising.
FM30E - Visual Display and Merchandising
Visual display and merchandising is the artistic staging that makes the shopper stop, look and buy. All promotional marketing ends up with this point of sale display of merchandise, therefore knowledge is vital to any student entering the merchandising or marketing retail environment. Topical coverage includes: role of visual merchandising in effective marketing; effective visual displays; planning and budgeting effective visual displays; mannequins and window displays; and in-store displays.
FM10B - Brand Development and Management
This is an introduction to brand development and brand management within the fashion industry and related industries. The course will look at how brands are created, and how brand perception can be altered. Basic principles and techniques of branding will be addressed, such as logos, colour, semiotics, retail spaces, web presence, promotion and marketing, product development, brand alliances, language. Students will learn to identify a successful branding strategy, and will propose a new branding strategy to an existing brand.
FM40B - Fashion Buying
Buying involves complex decision making, which involves fashion forecasting, consumer buying trends, vendor selection and negotiation, pricing, sales, inventory record-keeping and ordering. This course introduces students to retail buying and the role of the buyer who makes daily merchandising decisions. Topical coverage includes: responsibilities of a buyer; fashion buying for retail outlets; applying marketing research; merchandising mix; and buying plans, inventory control, and negotiation.
PD340 - Product Development
Product development is a process that begins with a design concept and follows through to production. In this course, students are introduced to technical drawings, technical specification packages, production boards, garment design elements and product organizational flows, all of which are integral to the manufacturing, marketing and merchandising of apparel.
FM40D - Fashion Promotion
Fashion shows are produced to sell merchandise! They are one of the most visual forms of promotion, making a statement to consumers at all levels from the retailers, buyers, manufacturers, and designers down to the fashion forward customer. In this course, students learn to plan and execute a fashion show as a promotional tool.
FM40E - Business Communication
Fashion is an industry that involves teamwork and working with a diverse group of people, therefore effective communication skills are essential. This course focuses on written, verbal, and non-verbal communication skills as they apply to new media, resume writing, interview skills, customer service, the workplace, ethical and social responsibilities, and conflict resolution. Topical coverage includes: communication using new media; non-verbal and verbal communication; negotiation and conflict resolution skills; and fashion resume writing and interviewing.
FM50A - Apparel Production
Fashion students will gain knowledge of ready-to-wear apparel production: critical paths, quality control, mass production techniques, garment sequencing, assembly and costing. Private labels and branding are also examined. Topical coverage includes: apparel production critical paths; production methods; garment sequencing; private label and branding; and industry standard product and garment specifications.
FM50B - E-Business
24/7 is a fashion business buzzword and e-business is a vital method to satisfy this consumer need. This course focuses on the product, its placement, pricing, promotion and how the consumer purchases in the cyber world.
FM50C - Global Marketing
In this course students will examine, from a Canadian perspective, the movement of goods into the international marketplace, with a focus on understanding the legal, political, socioeconomic and cultural aspects, as well as the development of a marketing campaign. Topical coverage includes: global marketing and the fashion business; social, political, economic, legal and cultural aspect of the movement of goods; emerging international markets; and marketing strategies in the international market place.
FM50DA - Portfolio
In this course, students will first develop a professional fashion portfolio demonstrating their skills in fashion marketing or merchandising.
FD290 - Fashion Styling
Fashion stylists are responsible for organizing and preparing people, and assembling accessories and garments worn by models at a photo shoot. In creating “the look”, stylists must be up-to-date in all aspects of fashion forecasting. In this class, students will learn what is involved in fashion styling, turning theory into practice while working on a real-life photo shoot and magazine spread which will become a portfolio piece.