Fashion, Bachelor of Arts (B.A.) with a concentration in fashion merchandising

This is the preliminary (or launch) version of the 2021-2022 VCU Bulletin. This edition includes all programs and courses approved by the publication deadline; however we may receive notification of additional program approvals after the launch. The final edition and full PDF version will include these updates and will be available in August prior to the beginning of the fall semester.

The major in fashion merchandising requires a strong background in marketing, business and specialized professional courses with an emphasis on globalism. Students are directed toward assignments that will develop their skills in research, writing, presentation and critical thinking. Graduates find career opportunities in fashion forecasting, product development, advertising and promotion, retail management, buying, and international marketing.

Internships provide not only experience but industry contacts, and are strongly recommended. They may be conducted primarily during the summer semester.

Study abroad programs are readily available for fashion merchandising majors.

Student learning outcomes

Upon completing this program, students will know and know how to do the following:

Implement technical skills: The program will provide students with technical knowledge and skills of contemporary computer software.
Utilize problem-solving: Apply quantitative and qualitative skills to problem-solving within the apparel industry. Students will be familiar with the various levels of the fashion industry, and understand how the different business levels and segments intersect. Students will have knowledge of numerous occupations in the fashion industry.
Understand the fashion industry and its occupations: Students will understand the workings of the wholesale segment of the fashion industry including market segmentation, buyer behavior and career opportunities. Numerous simulations and outside evaluators will be used.
Understand the wholesale industry: Students will understand how theoretical perspectives on markets, trade and economic development can be applied to historical and current data on production, consumption and trade.
Understand global economics: Students will understand how theoretical perspectives on markets, trade and economic development can be applied to historical and current data on production, consumption and trade.
Application of the design principles: Students will successfully apply the elements and principles of design to various fashion-related projects and presentations.
Knowledge of the theory of contemporary fashion: Students will be aware of the historical significance of fashion in contemporary history.
Application of merchandising math: Students will demonstrate understanding of the fashion buyer’s job with regard to merchandise planning and control.

Degree requirements for Fashion, Bachelor of Arts (B.A.) with a concentration in fashion merchandising

Course	Title	Hours
General education
Select 12-13 credits from general education foundations and 17-18 credits from areas of inquiry.		30
Major requirements
• Major core requirements
FASH 120	Introduction to the Fashion Industry	3
FASH 145	Computers for Fashion I	3
FASH 250	Concepts of Fashion Merchandising Environment	3
FASH 290	Textiles for the Fashion Industry	3
FASH 319	Contemporary Fashion	3
FASH 340	Portfolio Development	3
FASH 341	Merchandise Planning and Control	3
FASH 342	Retail Buying Simulation	3
FASH 343	Fashion Forecasting	3
FASH 380	Fashion Branding	3
FASH 443	Supervision and Management	3
FASH 445	Fashion Entrepreneurship	3
FASH 451	Importing and Exporting Fashion	3
• Additional major requirements
FASH 440	Line Development Studio	3
or FASH 450	Line Development
• Major electives
Select from any FASH course not otherwise required for degree.		3
Ancillary requirements
ACCT 202	Accounting for Non-business Majors	3
ARTH 103 & ARTH 104	Survey of Art I and Survey of Art II	6
BUSN 323	Legal Environment of Business	3
INFO 162	Digital Literacy: Spreadsheets Skills I	1
Design history elective
FASH 320	Twenty-first Century Fashion	3
or THEA 309	History of Costumes
or THEA 310	History of Costumes
Marketing courses		15
MKTG 301	Marketing Principles
Select 12 additional credits in MKTG
Open electives
Select any course.		14
Total Hours		120

The minimum number of credit hours required for this degree is 120.

Note: Internships are not required but are strongly recommended. FASH 493 may range from one to six credits.

What follows is a sample plan that meets the prescribed requirements within a four-year course of study at VCU. Please contact your adviser before beginning course work toward a degree.

Freshman year
Fall semester		Hours
ARTH 103	Survey of Art I	3
FASH 120	Introduction to the Fashion Industry	3
FASH 145	Computers for Fashion I	3
UNIV 111 Play VideoPlay course video for Focused Inquiry I [View Image]	Focused Inquiry I (satisfies general education UNIV foundations)	3
General education course		3
	Term Hours:	15
Spring semester
ARTH 104	Survey of Art II	3
FASH 250	Concepts of Fashion Merchandising Environment	3
UNIV 112 Play VideoPlay course video for Focused Inquiry II [View Image]	Focused Inquiry II (satisfies general education UNIV foundations)	3
General education course		3
General education course		3
	Term Hours:	15
Sophomore year
Fall semester
ACCT 202	Accounting for Non-business Majors	3
FASH 290	Textiles for the Fashion Industry	3
Design history elective or FASH 320		3
General education course		3
Open elective		3
	Term Hours:	15
Spring semester
INFO 162	Digital Literacy: Spreadsheets Skills I	1
FASH 343	Fashion Forecasting	3
UNIV 200	Inquiry and the Craft of Argument (satisfies general education UNIV foundations)	3
General education course		3
General education course		3
Open elective		2
	Term Hours:	15
Junior year
Fall semester
FASH 319	Contemporary Fashion	3
FASH 341	Merchandise Planning and Control	3
FASH 380	Fashion Branding	3
MKTG 301	Marketing Principles	3
Fashion elective		3
	Term Hours:	15
Spring semester
BUSN 323	Legal Environment of Business	3
FASH 340	Portfolio Development	3
FASH 342	Retail Buying Simulation	3
General education course		3
Marketing elective (MKTG)		3
	Term Hours:	15
Senior year
Fall semester
FASH 443	Supervision and Management	3
FASH 450 or FASH 440	Line Development or Line Development Studio	3
Marketing elective (MKTG)		6
Open elective		3
	Term Hours:	15
Spring semester
FASH 445	Fashion Entrepreneurship (capstone)	3
FASH 451	Importing and Exporting Fashion	3
Marketing elective (MKTG)		3
Open electives		6
	Term Hours:	15
	Total Hours:	120

Note: Internships are not required but are strongly recommended. FASH 493 may range from one to six credits.

The minimum number of credit hours required for this degree is 120.

Accelerated B.A. and M.S.

The accelerated B.A. and M.S. program allows qualified students to earn both the B.A. in Fashion with a concentration in fashion merchandising and M.S. in Business with a concentration in marketing management in a minimum of five years by completing up to 12 credit hours of approved graduate courses during the senior year of their undergraduate program. Students in the program may count up to three credit hours of graduate courses toward both the B.A. and M.S. degrees. Thus, the two degrees may be earned with a minimum of 147 credits rather than the 150 credits necessary if the two degrees are pursued separately.

In their senior year students would also take up to nine credit hours of graduate-level foundations courses, which are prerequisites for the graduate program.

Students holding these degrees will be very competitive due to the combined knowledge and skills in marketing, culture and business and will be well prepared for success in an increasingly global marketplace.

Admission to the program

Minimum qualifications for admittance to the program include completion of 90 undergraduate credit hours and an overall GPA of 3.25. Successful applicants would enter the program in the fall semester of their senior year. Students who do not meet the minimum GPA requirements may submit GRE scores to receive further consideration.

Undergraduate students must have departmental approval to participate in an accelerated program and must apply for admission to the master's program prior to beginning their final year of full-time undergraduate study.

Students may be admitted after completing all courses listed as recommended for the junior year in the course sequence below.

The entry term for the master's program will be the next available admission term following the last semester of undergraduate study. Applications must be received no later than Nov. 1 for spring semester admission and no later than July 1 for fall semester admission. Admission to the master’s program is provisional until the undergraduate degree has been conferred. Upon completion and conferral of the undergraduate degree, students are fully admitted to the master’s program.

Two reference letters (at least one from a School of Arts faculty member) must accompany the application. Students who are interested in the accelerated program should consult with the faculty adviser to the M.S. in Business with a concentration in marketing management program before they have completed 90 credits.

Once admitted into the accelerated program, students must meet the standards of performance applicable to graduate students as described in the “Satisfactory academic progress” section of the Graduate Bulletin, including maintaining a 3.0 GPA. Guidance to students admitted to the accelerated program is provided by both the undergraduate School of the Arts adviser and the faculty adviser to the graduate program.

Degree requirements

The Bachelor of Arts in Fashion degree will be awarded upon completion of a minimum of 120 credits and the satisfactory completion of all undergraduate degree requirements as stated in the Undergraduate Bulletin.

A maximum of 12 graduate credits may be taken prior to completion of the baccalaureate degree. Three of these credits, MKTG 672, are shared with the graduate program, meaning that they will be applied to both undergraduate and graduate degree requirements.

The graduate business courses that may be taken as an undergraduate once a student is admitted to the program — and how they apply — are shown in the table below.

Course	Title	Hours
ACCT 507	Fundamentals of Accounting (graduate foundation; satisfies ACCT 202 or open elective in undergraduate program)	3
MKTG 672	Influencing Consumer Behavior (shared between undergraduate and graduate programs)	3
FIRE 520	Financial Concepts of Management (graduate foundation; satisfies open elective in undergraduate program)	3
SCMA 524	Statistical Fundamentals for Business Management (graduate foundation; satisfies open elective in undergraduate program)	3

Recommended course sequence/plan of study

What follows is the recommended plan of study for students interested in the accelerated program beginning in the fall of the junior year prior to admission to the accelerated program in the senior year.

Course	Title	Hours
Junior year
Fall semester
FASH 319	Contemporary Fashion	3
FASH 341	Merchandise Planning and Control	3
FASH 380	Fashion Branding	3
MKTG 301	Marketing Principles	3
Fashion elective		3
Term Hours:		15
Spring semester
BUSN 323	Legal Environment of Business	3
FASH 340	Portfolio Development	3
FASH 342	Retail Buying Simulation	3
Elective (MKTG)		3
General education course		3
Term Hours:		15
Senior year
Fall semester
ACCT 507	Fundamentals of Accounting	3
FASH 443	Supervision and Management	3
FASH 450	Line Development	3
or FASH 440	Line Development Studio
SCMA 524	Statistical Fundamentals for Business Management	3
Elective (MKTG)		3
Term Hours:		15
Spring semester
FASH 445	Fashion Entrepreneurship	3
FASH 451	Importing and Exporting Fashion	3
FIRE 520	Financial Concepts of Management	3
MKTG 672	Influencing Consumer Behavior	3
Elective (MKTG)		3
Term Hours:		15
Fifth year
Summer semester
MKTG 671	Marketing Management	3
Fall semester
MKTG 675	Digital Marketing	3
MKTG 679	Brand Strategy	3
Electives		6
Term Hours:		12
Spring semester
MKTG 657	Market Planning Project	3
Electives		9
Term Hours:		12

FASH 145. Computers for Fashion I. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Laptop computer required. Basic computer skills required. This course introduces students to contemporary technology with emphasis on basic computer graphics software used in the fashion industry today.

FASH 210. Visual Merchandising. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Theory and practical application of visual merchandising techniques in the fashion industry. Development of design concepts, fixturing, layout and presentation for retail, manufacturing and special events. Use of computer-aided design.

FASH 240. Survey of the Fashion Industry I. 3 Hours.

Semester course; 3 lecture hours. 3 credits. A survey of the apparel industry emphasizing the role of the designer and the various stages of production.

FASH 241. Survey of the Fashion Industry II. 3 Hours.

Semester course; 3 lecture hours. 3 credits. An analysis of the apparel industry emphasizing retail aspects.

FASH 250. Concepts of Fashion Merchandising Environment. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Basic research techniques and analysis skills for evaluating contemporary fashion and apparel topics.

FASH 290. Textiles for the Fashion Industry. 3 Hours.

Semester course; 3 lecture hours. 3 credits. This course is designed to develop an understanding of the factors which influence the tactile behaviors of fabrics during garment design, manufacture and wear. Apparel fiber construction, finish and properties both natural and man-made will be analyzed.

FASH 319. Contemporary Fashion. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: UNIV 200 or HONR 200. An in-depth study of fashion beginning at the Industrial Revolution and continuing to the present from a historical and socioeconomic point of view. Hands-on examination of vintage garments and field trips to museum collections.

FASH 341. Merchandise Planning and Control. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Theory and mathematical application of the major elements of retail buying and merchandising. Discussion covers planning and control of inventory, profit analysis, merchandise pricing and purchase negotiation.

FASH 342. Retail Buying Simulation. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: FASH 341 and INFO 162. Practical application of retail buying in relation to the calculations for a six-month buying plan for a department within a department store. The simulation includes projection of sales, stock levels, markdowns, purchases, gross margins, markup, etc.

FASH 343. Fashion Forecasting. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Using basic principles to identify, track and analyze current trends, students will develop a fashion forecast. Demographic, economic, social and historical forces of behavior will be evaluated.

FASH 350. Fashion Promotion. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: junior standing. Through lecture and field experience, students are exposed to technical and creative aspects of fashion promotion and public relations. A variety of media are utilized. Students may be required to spend time outside the classroom on promotional activities.

FASH 380. Fashion Branding. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Students will understand the concept of fashion branding and the processes necessary to successfully develop or redevelop a fashion brand.

FASH 442. Advanced Show Production. 3 Hours.

Semester course; 3 lecture hours. 3 credits. A practical application of the production, planning and execution of a professionally staged and choreographed fashion show featuring the Department of Fashion Design and Merchandising students’ juried work.

FASH 443. Supervision and Management. 3 Hours.

Semester course; 3 lecture hours. 3 credits. The study of advanced leadership skills as they relate to the fashion industry. Topics include team building, negotiations, time and stress management, and communications. Emphasis placed on leadership and supervision skills across cultures.

FASH 445. Advanced Application in Store Development. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: FASH 341 and 342. Studies operational functions as related to the objective and decision-making procedures inherent in successful small-business retailing. Quantitative strategies will be applied as students develop a model plan for a retail business.

FASH 450. Line Development. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Pre- or corequisite: FASH 341. Students will learn the fundamentals of producing a line of apparel, accessories or home fashions from conception to consumer. Emphasis will be placed on market research, specification sheets, costing, sourcing, production and sales.

FASH 451. Importing and Exporting Fashion. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: FASH 450. An overview and introduction to import/export theory, government regulations and global sourcing. Students will gain insight to the dynamics and cultures of the international fashion marketplace.

FASH 490. Fashion Seminar. 1 Hour.

Short course (5 weeks); 3 lecture hours. 1 credit. A professional seminar for senior fashion majors. Lectures will cover career opportunities and job preparation.

FASH 492. Independent Study in the Fashion Industry. 1-3 Hours.

Semester course; 1-3 credits. May be repeated. Prerequisite: junior or senior standing as a major in fashion design or fashion merchandising. Learning experiences should be designed with the supervising faculty member in the form of a contract between student and instructor; approval of department chair necessary prior to registration. This course will be limited to those students who have demonstrated intense commitment to a particular area of study within the fashion industry.

FASH 493. Fashion Internship. 1-3 Hours.

1-3 credits. It may be a single internship for 3 credits or several (maximum 3) totaling 3 credits. Open to junior- and senior-level fashion majors only. A practicum in which students apply on-the-job the formal classroom and studio training they have received in their option (design, merchandising) on campus.