Fashion Marketing& Management
I'm all about the business of Fashion.
After the styles have been sketched, developed and created, someone needs to draw consumers into the boutiques and drive them to the fashion websites. If you have the energy, passion, and tenacity to make that your mission, our Fashion Marketing & Management degree program is your starting point. Working with hardware and software used in the business world, you can learn about the business of fashion—from gaining key insights into consumer behavior to managing a retail operation to finding new ways to increase in-store and online traffic. It’s about giving you the skills to compete in a fast-moving industry. You’ll be surrounded and inspired by other talented, creatively driven students. And you’ll be pushed, challenged, and, above all else, supported by experienced faculty* committed to helping put you in the front line of fashion.
*Credentials and experience levels vary by faculty and instructors.
Meet our Alumni
Claudia FigueroaFashion Marketing & Management , 2013
“My instructors did a great job of challenging me to be better than I thought I could be. They saw my potential and never let me give up.”Read More
Claudia FigueroaVisual Lead, Anthropologie
Oversees All Visual Aspects for San Antonio Anthropologie Store
Claudia Sanchez Figueroa is working as a visual lead at Anthropologie in San Antonio. She’s responsible for all visual aspects of the store. “[My job is] about color coordinating, storytelling, merchandising, and styling,” she says. Claudia says that the best part of her job is watching people’s reactions to her work. She finds creative inspiration in fashion and art blogs, and enjoys the overall aesthetic of the Anthropologie brand. “It’s the smell, the set up, the colors, and the amazing people,” she says.
Claudia, who in 2013 earned a Bachelor of Science in Fashion & Retail Management from The Art Institute of San Antonio, a branch of The Art Institute of Houston, says that her education was hands on and allowed her to expand her networking skills. “My instructors did a great job of challenging me to be better than I thought I could be. They saw my potential and never let me give up.”
What Will I Study?
I know I have to earn it. I'm ready to start.
The Fashion & Retail Management curriculum will immerse you in the business side of fashion. And from day one, it’ll test your abilities and your commitment. You'll focus in on building the tools to compete in an industry that rewards those with a knack for creative problem solving as you study:
- Sales and Event Promotion
- Consumer Behavior
- Brand Marketing
- Visual Merchandising
- Retail Operations and Technology
- Apparel Evaluation & Production
- Business Management
- Financial Management
- Merchandise Management
- Trends and Concepts in Apparel
I'm looking for my proving ground.
At The Art Institutes system of schools, creativity is our core, our calling, our culture. Our Fashion Marketing & Management degree program is built on that creative foundation. It’s also built on our knowledge that a creative career is not for the faint of heart. Every day is a new challenge, a new test, a new hurdle. And because it’s tough out there, it’s tough in here. But we’ll support you along every step of your journey. That’s why we provide mentoring and real-world experience, with faculty* who’ve worked in the field and internship possibilities at successful businesses. You’ll be encouraged and expected to be bold. To take risks. To push yourself and the people around you. It won’t be easy. In fact, it’ll be the hardest thing you’ll ever love.
*Credentials and experience levels vary by faculty and instructors.
Meet our Faculty
Karen HenryFashion Marketing & Management
"I've learned that it's extremely important for students to know they have someone to help guide their success."Read More
Was there a defining moment when you knew you were destined to become a creative professional?Read More...
Owning and operating an apparel store opened my eyes to the importance of being creative in the retail industry. And it inspired me to share what I’d learned with Fashion students in the classroom.
How do you weave your professional background into the classroom experience?
I share everything from what to expect when attending tradeshows to how to be a great retail manager to the importance of knowing your customers, and choosing the right product mix for stores. And because I know how important it is to network with key people to get a good start in the retail industry, I arrange field trips so students can speak with industry professionals—and invite those professionals into the classroom.
What class assignment exemplifies your approach to teaching and mentoring?
For my Sales & Event Promotion class I assign a visual merchandising (window display) project. Students work as a team to come up with a theme, budget, props, background, visual elements, and ways to communicate their message. Using this approach with a window display assignment allows the students to work as a team, be creative individually and collectively, understand budgeting, and learn how to communicate a message visually.
How do you inspire students to push themselves beyond their perceived limits?
As an example, the window assignments with visual merchandising force students to push themselves creatively in ways that they haven’t before. After completing the assignment, they’re extremely proud to have work they can add to their portfolio
How does collaboration contribute to students’ success—particularly when students from various programs work together?
It lets them network and learn about each other and their various projects. They get a deeper understanding of an area that may not be their strong point, learn to take responsibility for themselves and each other, and build positive relationships.
What’s the most important thing you impart to students to help them succeed in class and the real world?
I think the most valuable thing is my time and attention. I work with students one-on- one to make sure they succeed in my class and the real world. I’ve learned that it’s extremely important for students to know they have someone to help guide their success.
What’s the most critical advice you would offer any student embarking on a creative career?
Always do your best, be professional and punctual, and work as if someone’s watching you at all times.
I thoroughly enjoy teaching students about the fashion industry, using my expertise to equip them for success.
Robert Pachecano, M.A.
"The most critical advice I give to students is to never accept things at face value."Read More
Robert Pachecano, M.A.What would you say is the defining moment in your life when you knew you were destined to become a creative professional?
I have come to find a home at The Art Institute of San Antonio. I thought it was going to be a challenge to teach the discipline of Sociology in a creative environment but I come to find that it blends very well in the creative environment of Ai San Antonio. If I can point to a defining moment, it would be when my first term teaching, on the last day of class, some of my students’ final words to me were, “This is the BEST class I have ever taken.” “I learned A LOT.” “You are the BEST instructor I’ve EVER had.” “I didn’t think I was going to make a connection with sociology and ________” (insert graphic design, game art design, interior design, fashion management, culinary, etc.). The impact that I have had on students has been far reaching and rewarding at the same time.
How do you weave your professional background into the classroom experience to provide an industry veteran's sense of the realities / challenges / opportunities of the profession?
I often tell my students on the first day of class that teaching sociology is only one of the many jobs I have had in the community. Along with a career in academia, I have been a social worker and a case manager. I have worked with diverse populations in this area: from single mothers, to survivors of domestic violence, from homeless veterans and veterans undergoing drug treatment, to people coming in and going out of the federal prison system, witness protection, and federal probationers. I very much draw from the experiences and the interactions I have had with different people and this has given me the unique perspectives I take in class. It has also given me ability to be patient and really listen to what people are saying, or trying to communicate to you. Making a connection is often the simplest thing someone can do, to make the biggest impact on anyone you meet and interact with.
Is there a class assignment that exemplifies your approach to teaching and mentoring? Similarly, how does your approach inspire each student to push themselves beyond their own perceived limits?
If I can point to one particular assignment in my course, it would be the paper and presentation. The paper involves them choosing a current social problem in our society today and they have to incorporate a chapter from the textbook, along with other sources online and research. This allows them to synthesize everything we’ve discussed in class and apply it in some way in the analysis that goes into their paper. THEN, they also have to present their paper to the class as well. Those who are writing challenged are challenged to really focus their thoughts unto paper. Those who are presentation shy are challenged to come out of their shells. These are two skills that students must master before they get out there in real world. They have to be able to effectively present their thoughts in writing AND they have to be able to express those thoughts to other people. I simply use the perspective sociology gives students to help them accomplish this.
I often say, no matter your major: graphic design, game art design, interior design, fashion management, culinary, etc.; you will be dealing with people, as customers, as clients and the like. Sociology as a discipline helps you do this. Understanding the groups people inhabit and the effect groups have on people as individuals gives students, who are future creative professionals an edge no one else has. The most critical advice I give to students is to never accept things at face value. That, the real challenge lies in seeking the real reasons why things happen, why people act the way they do. This is critical because we live in a world now where things are just accepted as truth, because it’s on a website, or someone important said it.
Is there anything else you'd like us to know about you, your experience, or your role as a faculty member at The Art Institutes?
I do what I do because of education. Education is many things. Education is empowerment. Education is liberty and liberation. It is a driving force that fuels the future; that enables people to carry on even when the odds, the challenges the barriers seem insurmountable. I am living proof of this. I am proud to say, I am from the westside of San Antonio, born and raised. I come from humble beginnings where sacrifice for education was the mantra; was the mission statement; was the vision. Education above all else was something my migrant worker grandparents and parents instilled in me from the beginning, for two simple reasons. That is the only way you can be truly free, and it is, “the only thing that they can’t take away from you”, as my mother would say.
Education is my mission. Sociology is my passion. Service to others and empowerment fuel my values. This is all I know. It is all I have grown up with, it is what was given to me and what I give to students in class. Because I am still a student (in a doctoral program), being able to relate to students and all they go through is just as important as course material and concepts. I know I have faced the same, exact odds, barriers and challenges. Every day I step into a classroom, I carry all of this with me. I pride myself on being flexible and understanding; but still expect everyone to give all they have to their educational endeavors. This is because this is what was expected of me, not just from teachers and professors, or researchers; but from my family, alive and in heaven now. No matter what you have going on, how bad it seems, how impossible things seem to get; education is the solution to it all. It is what will ensure a brighter future.
Francys Herrera and Alejandro Barzaga, Bachelor of Arts in Fashion Design students at Miami International University of Art & Design, made big impressions during the 2022 New York Fashion Week.
In this episode of Ai LIVE, host E. Vincent Martinez sits down with Alex Badia, fashion director at Women’s Wear Daily, and talks about how to be fearless with fashion.
Ai LIVE is an online mix of communication, entertainment, and instruction that builds upon your education with a library of fun, informational, industry-relevant shows about creative careers.