The global fashion market is a 1.5 trillion dollar business with important topics in different marketing and management disciplines like global marketing, consumer behavior, social media, supply chain management, textile industry, business ethics, and sustainability and circular economics. In this class, students will gain insights about different aspects of the fashion business and marketing, in particular the history of fashion, understanding the fashion consumer behavior and self-concept, marketing mix decisions in fashion, future trends in fashion and technology. A focus will be put on sustainability and aspects of the circular economy, such as protecting local producers, the effects of global fashion brands in developing countries, women rights and fashion, sustainable design, vintage and second hand markets, slow design, and R&D about recycle textiles, etc. The students will make in-class presentations about trendy issues in sustainable fashion. In addition, Austrian sustainable fashion designers will be invited as guest speakers in the class.

Students will learn the theoretical background about fashion marketing and understand the relationship of fashion with other disciplines like supply chain management, technology, business ethics, and global marketing. Students will gain a better understanding of adjacent disciplines and interdependencies between disciplines, a skill that is not only relevant to fashion marketing, but also to any other industry. Further, they will develop their skills in understanding the world business as a global system, thinking about the CSR side of their decision-making system, and working on CSR value added business design. Trying to balance the costs and social benefits of marketing, being an active brand and person for the society. Also working with different cultures will help you to eliminate or reduce the cultural myopia, to be a member of or be a leader of a multinational team.

According to the examination regulations, full student attendance is provided for a PI. Students need to attend at least 80% of class sessions in order to pass the course successfully. (They can miss 3 classes only in case of sickness etc.).In case of an absence, please notify the lecturer in advance.

The class uses a mix of teaching-centered lectures, case discussions, student presentations and guest lecture(s) to examine the fashion market. Throughout the course, a special emphasis is put on taking different disciplines (consumber behavior, global marketing, supply chain, etc.) into account.

Grading Components:

Team presentations (40 points)

In-class participation (10 points)

Final exam: (50 points)

Grades:

90 points or more: 1 (excellent), 80 points or more: 2 (good), 70 points or more: 3 (satisfactory), 60 points or more: 4 (sufficient), 59 points or below: 5 (fail)