BBA in Fashion Marketing & Management: Degree Overview

A 4-year Bachelor of Business Administration in Fashion Marketing & Management degree program integrates comprehensive fashion industry concepts with business and management education. Many programs include field experience and internship opportunities for hands-on learning within a fashion business.

Essential Information

In a fashion marketing and management BBA program, students approach fashion from a business perspective, learning how the media, society and economics influence the promotion, distribution and pricing of fashion merchandise. Fashion marketers and managers bring the latest fashion trends from the designer showroom to the retail sales floor. By participating in these experiences, students receive first-hand interactions with manufacturers, designers and retailers.

  • Prerequisites: High school diploma or GED; SAT or ACT scores
  • Program Length: 4 years
  • Other Requirements: Some programs include field experiences and/or internships

Bachelor of Business Administration in Fashion Marketing & Management

Courses on fashion history and industry trends lay the foundation for an understanding of the business side of the industry, including predicting buyer patterns and forecasting trends by studying marketing and consumer behavior. The curriculum focuses on standard business and marketing concepts to prepare students for the tasks of retailing, merchandising, advertising, buying and managing the financial well-being of a fashion business.

In addition to fashion industry electives, students usually take many of the following courses:

  • Trend analysis
  • Fashion retailing
  • Merchandising principles
  • Marketing research
  • Fundamentals of fashion

Popular Career Options

Although a fashion marketing and management BBA may not necessarily lead to a career in fashion design, the U.S. Bureau of Labor Statistics (BLS) noted that individuals with training in fashion design might benefit from a business-related degree, especially those seeking to manage a retail outlet or promote their own brand (www.bls.gov). Graduates could be qualified for careers as:

  • Marketing managers
  • Promotions specialists
  • Media stylists

The BLS reports that employment opportunities for advertising, promotions and marketing managers in general, including those who work in fashion, will grow by 9% from 2014-2024. The average salary of marketing managers was $140,660 in May 2014, though the lowest-paid 10% earned $66,090 or less at that same time.

Continuing Education Information

The BLS states that individuals seeking upper-level management positions in merchandising, purchasing and retail buying may be required to hold a master's degree and complete training programs in order to advance. Many schools offer master's degree programs in fashion merchandising or retailing, offered as a Master of Arts (MA) or Master of Science (MS). Additionally, some MBA programs include concentrations in fashion-industry marketing specialties, such as luxury brand marketing or fashion retailing. Master's degree programs allow students to develop fashion industry business knowledge through coursework in branding, pricing strategies, research methods and international marketing.

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