A Guide to

Becoming A
Fashion Marketing
Director

By: Marissa Hernandez

 Table of Contents

1. Overview: What is a Fashion Marketing Director?

2. Steps to Achieving Your Dream Job
3. Tips for Entry
4. Interview with ASU Faculty Member Nancy Oliver
5. Bachelor of Science in Apparel Design and Merchandising at Appalachian
State University
6. Continued: Bachelor of Science in Apparel Design and Merchandising at ASU
7. Organizations of Apparel Design and Merchandising at ASU
8. Discourse Glossary
9. Issues in the Apparel Industry

10. Examples of Campaigns

11. Works Cited

 Overview
What is a Fashion Marketing Director?
A Fashion Marketing Director helps create promotions and
advertisements that are geared towards informing and
attracting consumers to a companys fashion services and
products. By estimating the demand for various fashion
products, a fashion marketing director can create a
marketing strategy to maximize sales. This is an upper level
position that typically requires several years worth of
experience. Depending on various factors such as work
setting, job level, training, and experience, Directors are
involved in wide-ranging activities
The Work You Will Do
Fashion Marketing Directors work with top executives to
develop marketing strategies. Thy conceptualize, develop,
and execute advertising campaigns through various
mediums that will raise consumer awareness of the
companys products and convince consumers to buy them.
Marketing Directors can deal with various aspects of
promotion to formulate a marketing strategy for a fashion
business. Marketing Directors tend to deal with different
product types rather than being fashion specialists.
Marketing roles have an emphasis on knowledge of
marketing techniques rather than profit manufacture.
Marketing directors also participate in market research,
consumer surveys and other activities. Writing is a big part of
the job such as text that will accompany a print or an online
ad.
What You Will Earn
As of May 2015, Marketing Managers in general earned a
median yearly salary o 128,750 according to the U.S. Bureau
of Labor Statistics. Opportunities for employment were
expected to increase by 9% from 2014.
 Steps to Achieving Your Dream Job
Education

Individuals aspiring to be a Fashion Marketing Director need to Skills

have at least a bachelors degree and candidates should purse a
program in fashion marketing and management degree with a Excellent oral and written communication skills

concentration in advertising, journalism, public relations, Ability to execute promotional concepts that are

marketing, fashion merchandising, or a closely related field. convincing and persuasive

Undergraduate coursework may include topics in product Good analytic and reasoning abilities
distribution, graphic design, global marketing, computer An understanding of fashion trends and forecasts
applications or retail management. Some employers may prefer
Additionally, candidates should be familiar with industry-
applicants with a masters degree. A Master in Business
specific software customer such as those used for customer
Administration (MBA) with a concentration in marketing is one
relationship management (CRM) and data-based queries.
option to consider. Many schools also offer graduate programs in
Experience and leadership qualities can help. Although
fashion marketing and management. These programs can
requirements for fashion marketing director positions vary
provide students with an excellent combination of business and
by employer, they can include 3-5 years of professional
fashion experience and teach them how to properly market
experience.
products or services in the fashion industry.

Complete an Internship/ Create a Portfolio

Internships allow prospective fashion marketing directors to see

what the industry is like at the entry-level. New graduates can
acquire some relevant work experience through entry level
positions in fashion such as an assistant buyer or a retail sales
associate. Entry level experience can help aspiring professionals
qualify for mid-level potions and establish valuable work
contacts. Developing a portfolio highlighting previous writing
and design related projects is essential for grabbing the
attention of employers.
 Tips for Entry
1. While youre in school, pursue one or more adverting-related internships in order to gain practical,
hands-on experience in the field.
2. Contact one or more Fashion Marketing Directors and ask them to tell you more about their careers to
gain knowledge from an experienced individual.
3. Acquire as much writing experience as you can, for example, working for your schools student
newspaper.
4. Develop your computer skills. Focus on graphic design and web design skills. This will aid in increasing
your creativity but will also teach you skills that are highly desirable in the advertising field.
5. Monitor fashion industry publication so that you are continuously developing a broader knowledge of
the industry as a whole. Additionally, asses what messages ads are attempting to communicate to
consumers
6. Begin creating a portfolio, in a three ringed binder, folder, or digital copy made up of your best writing
and design related projects.
 Interview with ASU Faculty Member Nancy Oliver
I conducted an interview with Nancy Oliver to get an inside look on an experienced individual in the Fashion Industry. Mrs. Oliver is
an Associate Professor and Coordinator in the Apparel Design and Merchandising program at Appalachian State University. The
interview was conducted in a casual matter in Mrs. Olivers office on October 19 th at 11:00 p.m.

What drew you to pursue a career in fashion? I began sewing at ten-years-old and throughout high school and college I made my
own clothes. I was drawn to fashion because I found the various aspects of the field interesting. Such as the social, psychological,
and creative aspect of the field to be endearing.

What is your educational background? I studied marketing research while attending higher education. I acquired my
undergraduate at Appalachian State University and later did my Masters at the University of North Carolina at Greensboro. Then I
obtained my doctorates degree at University of Tennessee at Knoxville.

What educational pathways do you recommend students take to pursue a career in apparel? Bachelors? Masters? I would
recommend that students start with bachelors. After graduating gain some experience in the field through product development,
visual merchandising, and social media. After working if it is need then pursue a Masters degree.

What experience do you have in the fashion industry? Nancy has been on the educational side of the fashion she has been
teaching at the university for 9 years at app.

What skills would you say an individual must have to be successful in the fashion industry? I believe that for an individual to be
successful in the industry they must be persistent, knowledgeable, and disciplined. School proves the knowledge part. However, an
individual need to be persistent when applying for a job or when attempting to advance in the field. Additionally, being disciplined
when in your desired position allows the individual to prosper there.

How important are internships? Internships are very critical and needed. There are no programs that aid students at APP, they
have to find an internship on their own during junior/ senior year or after. I see this as helpful when entering the real work because
they have experience of finding work on their own in the future.

What obstacles are new individuals entering the field likely to encounter? If a student is not flexible, meaning not up to going
where the job (moving) it will limit them. However, if the student acquires experience, develops a good resume and is
determined/persistent they shouldnt run into many obstacles because the demand for jobs in the fashion industry is increasing.

What are hot topics or issues in the fashion industry right now? Sustainability. Finally, the industry is realizing how much
clothes people are consuming and that there is a need to do something with the waste. The solution is to consume less or buy
clothes that lasts longer and fast fashion such as H&M, Forever 21, and Zara.
 Bachelor of Science in Apparel Design and
Merchandising at Appalachian State University
 Continued: Bachelor of Science in Apparel Design
and Merchandising at ASU
Students obtaining a BS in Apparel and Textiles are educated to become creative leaders of change who make a difference in
building and supporting consumer-oriented marketplaces. Students will gain skills in verbal, written and visual presentation,
computer networking, product development, business communication and project management. (Appalachian State University)

Programs at Appalachian:

BS in Apparel Design and Merchandising, Minor in Marketing

Major in Business, for example Marketing-Sales, Minor in Apparel Design and Merchandising

The Specifics of the Apparel Design and Merchandising Program:

The major requirements for the degree is 24 sh in Introductory Courses and 36 sh in Apparel Design and Merchandising Courses.
Additionally, student need 6 sh in other related areas such as Art or Industrial Design. For the Marketing minor 18 sh and for 2-3 sh
of free electives. Listed below are examples of 2 lecture classes that Apparel Design and Merchandising majors are to take. There is
also a brief description of the material covered in the courses as well:

ADM 1000- Apparel and Consumer Behavior: An introductory study of the nature and importance of life styles;
communication, economics, psychology, sociology, design and concepts of manufacturing, marketing and retailing as
factors which influence consumer acceptance and utilization of fashions. (Career Exploration Office)
AMD 3040- Visual Merchandising, Display and Promotion: A study of visual merchandising and promotion within the
context of the fashion industry. Creative opportunities are provided to develop skills through individual and group
promotional activities and projects. Lecture two hours, laboratory two hours. (Career Exploration Office)
 Organizations of Apparel Design and
Merchandising at Appalachian State University
After Graduating:

Graduates are poised to enter the apparel industry with an understanding of the design, merchandising and marketing of a
product. Graduates have obtained positions in design, merchandising, product development, and styling/public relations, and as
showroom managers, visual merchandisers, buyers, store managers and other positions. Employers include the corporate offices of
Cato, Wrangler, Chicos, Victoria Secret and Nordstrom, as well as independent designers, retailers and stylists. (University,
Appalachian State)

Club Organization:

The Appalachian Apparel Association serves to provide an opportunity for our members to be exposed to various aspects of the
apparel industry in a controlled and supportive environment. We intend to educate our members and those interested in the
apparel industry, as well as, provide opportunities to participate in organized trips and service projects. Finally, we serve as
representatives of the Apparel Design and Merchandising department at Appalachian State University. (Apparel Association)

Nancy and her colleagues are attempting to create another apparel organization on campus called the Mending Innovative in the
Spring. This organization will raise awareness of the sustainable efforts the fashion industry are exercising and how people can
attribute to the movement as well.
 Discourse Glossary
The terms listed below are used by Fashion Marketing Directors to determine, evaluate and understand their target customer

1. Extreme Identity: designers offering a highly original and creative solution to stand out
2. Emotional Connection: a strong conceptual framework gives a collection personal meaning and enhances the emotional
attachment of the customer the aesthetic world. Innovative details surpass mere product
3. Fashionable Masses: The widespread interest and demand for affordable designer fashion is evidenced by retailers
partnering with exclusive designers. What was once available to the minority can now be enjoyed by the majority
4. Dramatic Persona: Extreme texture, silhouette, and attitude give this collection on identity that is bold and unique

Additionally, Fashion Marketing Directors ask themselves questions such as

1. Is your collection aimed at your target customer, or is it a reflection of your own vision?
2. Are you paying close attention to changes in your market and target customer?
3. Where do they live? In an urban, suburban, or rural area?
4. Are you ensuring your potential customers stay brand-loyal?
 Issues in the Apparel Industry

The Environment, Sustainability, and Social Change

Materials:

The sustainability issues are influenced by a garments material which impacts climate change, effects on water and its cycles, and
chemical pollution. However, impacts upon ecological and social systems differ in scale depending on the fibres type used. For
example, biodegradable synthetic fibres are materials that minimize pollution. They replace fossil-fuel ingredients with plant-based
materials and meets the standards for decomposition. Non-degradable and Degradable fibres are materials that should be avoided
because they are extremely harmful to the environment. Non-degradable fibres have the most devastating effects on the
environment because they are based on synthetic polymers form oil and do not break down. Degradable fibres are also based on
synthetic polymers from oil but do decompose, though this process typically takes several years.

Process:

Goals Action

Make wise use of natural resources Minimize the number of processing steps
Reduce the ricks of pollution Minimize the number and toxicity of chemicals used
Minimize energy consumption and eliminate harmful processes
Minimize water consumption Combine processes, or use low-temperature
Reduce load on landfill processes
Eliminate water-intensive processes
Minimize waste generation at all stages

Chemical spills, deforestation, global warming and toxic emissions into the atmosphere are results of production facilities and
landfills that have reached breaking point. Due to such events occurring it has prompted the worlds communities to examines their
consumption habits. The fashion industry is addressing the concerns by becoming more sustainable. Sustainability has become a
manifesto for some designers who provide the consumer with deeper levels of social consciousness. For example, Junkie Styling is
one brand that reconfigures discarded garments into unique pieces, without sacrificing innovative design. Additionally, the fashion
industry is tackling global social injustice issues by creating Clothing that Cares, apparel that aims to promote fair business practices
in developing nations while sustain local.
Examples of Campaign ADs
 Works Cited

Appalachian State University. Program: Apparel Design & Merchandising, BS - Appalachian State University - Acalog
ACMS, bulletin.appstate.edu/preview_program.php?catoid=4&poid=1077&returnto=174.

Apparel Association. Apparel Association | Apparel Association, orgsync.com/100690/chapter.

Faerm, Steven. Creating a Successful Fashion Collection. Hauppauge, New York : Barrons, 2012., 2012. EBSCOhost,
login.proxy006.nclive.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=cat04042a&AN=ap
p.b4266014&site=eds-live&scope=site.

Fletcher, Kate. Sustainable Fashion and Textiles : Design Journeys. London ; Sterling, VA : Earthscan, 2008., 2008.
EBSCOhost,
login.proxy006.nclive.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=cat04042a&AN=ap
p.b3089481&site=eds-live&scope=site.

Goworek, Helen. Careers in Fashion and Textiles. Oxford ; Ames, Iowa : Blackwell Publishing, 2006., 2006.
EBSCOhost,
login.proxy006.nclive.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=cat04042a&AN=ap
p.b2586980&site=eds-live&scope=site.

Institute for Career, R. (2005). A Career in Fashion : Merchandising and Marketing Management. Chicago: Institute for
Career Research.

phpWebSite. Career Exploration Office. Apparel Design and Merchandising,

careerexploration.appstate.edu/pagesmith/86.

Study.com, Study.com, study.com/articles/How_to_Become_a_Fashion_Marketing_Director_Career_Roadmap.html.

The Teen Vogue handbook : an insider's guide to careers in fashion. (2009). New York, N.Y. :

Razorbill, c2009.

University, Appalachian State. Apparel Design and Merchandising (BS). Appalachian State University,
www.appstate.edu/academics/majors/id/apparel-design-merchandising.

Vogt, Peter. Career Opportunities in the Fashion Industry. New York : Checkmark Books, c2002., 2002. EBSCOhost,
login.proxy006.nclive.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=cat04042a&AN=ap
p.b2312885&site=eds-live&scope=site.