What is brand management and marketing?
Do you have an interest in fashion and a mind for business and strategy? Do you like keeping track of trends? Is your social media perfectly curated? Then keep reading about our brand management and marketing (BMM) program.
It’s one of two concentrations offered within our bachelor of science degree in fashion and textile management.
Think of your typical business management or marketing program, but better suited for you. Our curriculum provides all the same foundational understanding as a business school program, but adds layers of fashion and retail knowledge and expertise that makes students stand out from the crowd when applying for jobs at industry leaders like Nike, Macy’s, Amazon and more.
BMM appeals to both the left and the right sides of the brain, requiring you to think both creatively and analytically.
In the BMM concentration of the B.S. Fashion and Textile Management degree program, students:
- Learn how to determine where and why particular textiles and apparel products are made and marketed.
- Use branding, consumer behavior and marketing research to create and execute a marketing strategy.
- Develop an understanding of the tools and techniques used to identify consumer trends and how to translate this information into strategy.
- Make connections with the fashion industry through internships, career fairs and more.
- Graduate with the knowledge needed for branding, marketing and managing fashion, textile, and retail businesses.
What if I can’t decide between the two FTM concentrations?
The short answer: Don’t worry! You have time to choose!
It’s easy to switch between fashion development and product management (FDPM) and brand management and marketing (BMM) during your first year at the Wilson College.
Here’s what our advisors recommend if you can’t decide:
Enroll in the FDPM concentration and take FTM 219: Fashion Product Analysis during the second semester of your first year. FTM 219 will help you decide if you prefer spending time in the fashion studio – making you a better fit for FDPM – or learning more advanced management skills – making you a better fit for BMM. This course will count towards your degree no matter which concentration you land on.
An education for good
You’ll learn about:
Consumer and market research; brand management: advertising, marketing and promotions; fashion consumer behavior; global fashion business management; supply chain management; retail principles; emerging technologies in market research such as artificial intelligence and big data; fiber science and textile processes
A minor in business administration or business entrepreneurship can be completed without taking any additional classes beyond those required for the FTM degree, provided that concentration electives are selected to meet minor requirements.
What can I do with my degree?
You’ll find BMM alumni anywhere strategic business thinking is required and industry knowledge is valued, whether that’s a marketing group or in house for a retailer.
Bloomingdales, Tiffany & Co., Sephora, Amazon-Europe and Dick’s Sporting Goods are just some of the household names hiring our Wolfpack to do everything from choosing what products they should sell to how they’ll arrive at a warehouse and the best way to market them to potential customers.
- Retail Buyer Assistant/Manager/Director: Plan and execute buying activities for retail or manufacturing organizations. Help decide what clothes, accessories, footwear and other items they sell.
- Marketing Assistant/Associate/Manager: Plan, execute and evaluate marketing strategies for businesses. This can include creative activities such as designing advertising or promotional campaigns, planning special events and/or providing input into product development.
- Marketing Research Analyst/Consultant: Provide market intelligence for clients that are usually textile/apparel brands or retailers as well as related organizations. Design, analyze and interpret marketing data to help clients achieve their marketing goals.
- Product Manager/Product Line Planner: Coordinate buying, transporting and distributing products in apparel and related companies. Focus on product planning that meets the needs of consumers based on the company’s strategy. Because new products are constantly being developed for apparel markets the need for product managers continues to be strong.
- Sourcing/Supply Chain Analyst/Coordinator/Manager: Manage one or more of the functions required to transport raw materials and finished products from factories to the consumer in a timely manner.
- Digital Media Coordinator: Oversees production of all digital content used in a brand’s marketing and advertising strategy.
Alumni Spotlight: Hannah Stoltz
Hannah Stoltz ’21 always knew the Wilson College of Textiles was her dream school. She says her education inside and outside the classroom helped her land her dream job at Gap, Inc.