Becoming a Fashion Marketer

Fashion marketing is concerned with the development, analysis, and implementation of strategies for selling apparel and accessories based on fashion trends. Fashion marketers are responsible for bringing new fashion lines and designs to the marketplace. They predict fashion trends and analyze what target market will be most interested in a new apparel line or design. They work with advertisers to design ad campaigns that will expose their client's clothes to the target audience.

Education, Training & Degrees for Fashion Marketers

Educational requirements usually vary depending on the size of the organization. Large fashion houses and manufacturing firms put a greater emphasis on formal training, preferring applicants with a bachelor's or master's degree in business, economics, or one of the applied sciences. A master's degree is essential for advancement to top-level managerial jobs.

There are a number of colleges and private institutes that offer undergraduate as well as postgraduate degrees and diplomas in fashion marketing. Several of these also offer bachelor's and master's degree programs in fashion marketing online, which is an excellent option for working professionals to earn a degree.

Job Responsibilities and Desired Skills in Fashion Marketing

Fashion marketing differs from other areas of marketing in that the very nature of the fashion industry is to promote continual change. Last year's fashions are so last year. This emphasis on constant novelty demands that fashion marketing activities apply a different spin than most other consumer products, and results in a variety of approaches to fashion marketing.

Regardless of academic qualifications, aspiring fashion marketers must be trained in the specifics of the fashion business. This encompasses a wide range of tools and topics, including market surveys and analysis of consumer behavior, advertising, promotion, and strategic planning. Relevant work experience is also a standard for training and promotion. Training periods vary in length. Many entry-level positions are unpaid internships, which provide fashion and marketing students the on-the-job skills and training necessary to work and compete in the field. Many trainees begin their career by selling merchandise, supervising sales workers, checking invoices, and keeping track of stock.

In addition to technical marketing skills and knowledge of fashion and the fashion industry, successful fashion marketers will understand the psychology and mystique of brands: how and why certain brands sell, who the target customers are for specific brands and products, and how to build a brand and a buzz that will inspire consumers to consider that brand indispensable, even when they have to pay more for merchandise that carries that brand.

The basic responsibilities of a fashion marketer include creating and coordinating marketing activities; consulting with product development personnel regarding product specifications; developing pricing strategies; identifying, developing, and evaluating various marketing strategies; evaluating the financial aspects of product development; monitoring market and fashion trends; and possibly negotiating contracts with vendors and distributors and selecting products and accessories to be displayed at trade shows, fashion shows, conventions, or runway presentations.

To succeed in an industry as challenging, dynamic and competitive as fashion, a fashion marketer should be adept with such skills as trend spotting, communication, strategic thinking and promotion.

Fashion Marketer Salary Range and Employment Outlook

The U.S. Department of Labor reports that employment opportunities for fashion marketers are expected to experience rapid growth well into the next decade. This is due to an increased focus on fashion brands as well as the rise in popularity of such fashion-related television shows as "Project Runway, "America's Next Top Model," "What Not to Wear," "Fashion Police" and "Queer Eye for the Straight Guy." However, employment opportunities are expected to be best for individuals who possess a bachelor's or master's degree in marketing with fashion as a specialization, and for those with relevant job experience.

Figures released by the U.S. Bureau of Labor Statistics indicate that the median annual salary of fashion marketers in 2004 was $90,450. This figure varies widely, however, depending on the location of employment as well as on the fashion marketer's academic qualification, relevant work experience and previous marketing campaign success.