Fashion meets marketing

Stoll Fashion and Technology in New York City (Summer 2011)

Melanie Roberts

Starting Oct. 21, Fashion meets marketing and advertisement in a new course being offered at Saddleback College called Fash 289, Fashion Branding.

“We will look through the eyes of marketers,” said instructor Michelle Craner, “as well as consumers and see how it affects them.”

The class catalog from Saddleback describes the class as “fashion branding, brand development, product packaging, and the marketing of a product.”

Craner said that the students will also look at different types of branding, like logo and identity, and they will look at fashion companies that have been around a long time. Guest speakers and field trips will also be available for the students. Craner teaches other fashion courses at Saddleback as well as Cal State Long Beach, and believes that this particular course differs from others similar to it.

Over the eight weeks, students will take an in-depth look into the new ways fashion industry allows people to see behind the scenes of the image. Fashion branding goes outside of clothing and into lifestyle. Today’s fashion brands have more than just clothing, but fragrances and other entities as well, Craner said.

Craner recommends this course to every fashion student, and said it would also benefit marketing students, design students wanting to start their own brands, and entrepreneurs looking to start their own business. The goal is to prepare students for emerging careers.

Craner’s background is in fashion merchandising, having earned two degrees and knowledge from a first-hand experience during an externship with Paul Frank Industries as well as working with Clarence Merchandising.

The 1.5 unit course will be eight weeks long, and will meet every Friday from 9 a.m. to 11:50 a.m. There are still seats available for any student that wants to enroll. 

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