Tasha Lewis, Ph.D., is an Associate Professor in the Department of Fiber Science & Apparel Design and teaches in the area of fashion design management. Her research interests include the disruptive impact of technology in the apparel industry, the behavior of fashion brands, global and domestic apparel production (“glocalization”) issues, and the significance of social responsibility and sustainability throughout the apparel supply chain. Dr. Lewis has also worked in the apparel industry in areas of production, sourcing, and retail operations, and maintains ongoing contact with industry professionals to inform her research. She is a faculty fellow of Cornell’s Atkinson Center for a Sustainable Future, Engaged Cornell, and the Cornell Institute of Fashion and Fiber Innovation. Dr. Lewis also serves as a member of the editorial board for the Journal of Fashion, Style and Popular Culture.
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.
- Set a seasonal sales goal and create a supporting sales plan
- Conduct a costing process to establish retail prices
- Determine the optimal point of distribution for products
- Design a marketing strategy that supports the distribution and sales plan
How It Works
Who Should Enroll
- Designers seeking a business background
- Anyone hoping to build or grow a career in the fashion industry