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FOCUS ON: Fashion Marketing

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Introduction: The Fashion Marketing course is offered through the College of Family and Consumer Sciences at Sacramento State. This innovative and all-encompassing class taught by associate professor Dong Shen teaches students about past, present and future trends within the fashion industry as well as manufacturing, textiles and advertising.

Video: (Narrator:) This is “Focus” from the campus of Sacramento State.

(Background noise, Fashion Marketing student, Sacramento State:) “Stain resistant fabrics are also going to be huge in 2008.”

(Jim Finnerty reporting:) Call it science married to global economics shaped by modern culture. These classes in Fashion Marketing at Sacramento State address all three.

(Dong Shen, professor, Sacramento State:) “Most of our students have, I would say, really a passion for fashion.”

(Shen:) “Our goal is to help our majors, help our students eventually find jobs in the fashion marketing industry of related areas.”

(Background noise, Shen:) “What kind of ideas you can get for your project...”

(Finnerty:) Students study everything from types of advertising to the chemical makeup of fabrics.

(Amie Denisova, Fashion Marketing student, Sacramento State:) “We learn from the beginning how textiles are made. We learn about the fiber content. It’s very important because ultimately it’s the deciding factor of how the product looks.”

(Finnerty:) This blending of science and economics allows students to acquire skills that impact their futures and a bigger economic picture.

(Shen:) “It’s a global industry. It’s an important part of the economy. Critical thinking skills, research skills nowadays are becoming more and more important.”

(Finnerty:) Most students here plan careers in fashion design, marketing or retail sales.

(Shen:) “If they like the design part, but are more interested in retail, they can become visual merchandisers. And we have a big group of students, eventually they want to become buyers working for big retail corporations.”

(Stephanie Bozzalla, Fashion Marketing student:) “You think you have to be very motivated and very committed to what you’re doing. Obviously take as much as you can from the classes that you’re taking regarding fashion, and use your resources and network.”


(Finnerty:) This is Jim Finnerty Reporting.

(Narrator:) For more information on this and other news from Sacramento State, visit our website.



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