Nichols launches new course in Fashion Marketing
How have platforms like Instagram and TikTok changed the way fashion brands reach their audiences? What strategies are brands using to adapt to Millennial and Gen Z values?
Nichols College students will investigate these trends and others in a brand-new course launched this fall, Fashion Marketing 370. The special topics course explores the dynamic intersection between marketing and the fashion industry, as well as marketing strategies used by the world’s biggest fashion brands.
More than just a new addition to the curriculum, it’s the result of a student’s passion turned into an opportunity.
Student interest drives new course
The idea for the course took shape last year when Victoria Symock, currently a junior marketing major and communications minor, met with Jean Beaupre, dean of the College of Business and Symock’s academic advisor. After discussing her career goals in luxury fashion marketing with her, Symock took on a research associate position working with Beaupre that centered on fashion marketing.
“I’ve always been fascinated with fashion. To me, it has always been a form of self-expression and a way to connect,” said Symock. “I love when a fashion brand’s marketing campaign elicits an emotional response for consumers, and I hope to create the same in the future. So I was super excited for the research opportunity, which aligned with these aspirations,” said Symock.
During the spring 2025 semester, Symock immersed herself in the field, interviewing industry professionals, analyzing consumer and digital trends, and studying how other schools approach fashion education. She presented her findings at the College’s annual REAL Symposium held last April.
“Victoria’s project was impressive in scope and insight,” Beaupre said. “She identified not only the trends shaping fashion marketing, but also the skills students need to succeed in the industry. It was clear to us that her research could benefit a lot of students, not just one.”
Creating a course, thought Beaupre, could offer several benefits.
“Fashion is a fascinating industry, giving students a unique angle to explore a whole range of business topics, as well as societal. Nichols alumni are already having success in the field and can offer a real-world, practical perspective. And, there are job opportunities available—the U.S. has the largest fashion market in the world.”
Forecasts predict stable growth in the industry, with the global fashion market currently estimated to be worth $1.84 trillion. It’s also an industry that is becoming increasingly strategic, as digital innovation and online shopping has changed the game. This all presents a potential boon for upcoming digital-savvy graduates with a business background.
After conversations with students confirmed demand for the course, Beaupre, Symock and Leslee Ruggeri, the Director of the Nichols College Institute for Women’s Leadership, where Symock serves as Marketing Chair, worked together to bring the course to fruition. Symock’s findings aptly laid the groundwork for the course, as did interviews Symock completed with alumni, including Rob McDiarmid ’98, vice president at Burlington Stores, and Brandon Bicknell ’21, footwear merchandising manager at Puma. After further work this past summer, Beaupre launched the course this semester, which now has 25 students enrolled.
From student idea to classroom reality
In the course, students explore everything from branding and retail to ethics, sustainability and global supply chains, with a particular focus on the growing influence of social media and digital storytelling.
“Fashion isn’t just about clothing,” Beaupre explained. “It’s about culture, identity and communication. Students are learning how to ‘speak the language’ of the industry while developing marketing skills that are transferable to any business field,” said Beaupre.
The course is also hands-on: Students will perform real-world activities such as a brand analysis project, and they will meet with alumni and industry executives. Recently, the class visited Burlington Stores’ New York City offices, where they met McDiarmid, who discussed the buying, planning and allocation teams at Burlington as well as his own career journey. They also hosted an early career panel, providing students first-hand experiences from recent college graduates working for the company.
Students taking the course are already offering appreciation for the course.
“Even though this class has only just begun, it has already shown me that I want to pursue a career in the fashion industry when I graduate,” said Cali Melo ’27, a general business major, economics minor and varsity women’s lacrosse player. “This course is helping me see the many paths available in fashion marketing and how I can turn my passion into a profession.”
“I have never been introduced to this industry before, and as a marketing student it is a very intriguing industry to be able to learn about before I start exploring career options post-grad,” said Avery Moriarty ’26, a marketing major and varsity women’s ice hockey player.
The high student interest in the course is evident in class, said Moriarty. “We are all super interested and engaged in class, and it makes for great discussion and contributions from everyone in the class.”
“As someone who wants a career in high-end fashion marketing this course aligns perfectly with my aspirations,” said Symock, who is taking the course this fall, in true full-circle fashion. “Learning these topics will prepare me well for completing marketing campaigns in the future.”
Turning curiosity into curriculum
Beaupre says the fashion marketing course reflects the College’s nimbleness in quickly launching new courses based on student interest.
“We’re always looking for ways to keep the curriculum fresh and responsive,” she said. “By listening to students and tapping into faculty expertise and our alumni network, we can turn emerging interests into learning opportunities—and sometimes even into full programs.”
For Symock, seeing the class come to fruition is very gratifying.
“Being a student in a class I helped create is surreal. Coming to Nichols, I knew I would stand out with my dream. It’s great to see that my instincts about Nichols were right,” said Symock. “This is a place where faculty and staff want students to shine. I feel proud to attend a college where those in higher positions listen to student suggestions and are willing to let their courses reflect those interests.”
(Pictured in header photo: The fashion marketing class poses for a group photo in NYC during their trip to Burlington Stores and Penguin Random House offices on September 30. In the story video, Michelle Nicholls ’27, Victoria Symock ’27 and Alissa Supik ’26 share their experience while in NYC for the trip.)
About Nichols College
Nichols College has earned business accreditation from the prestigious Association to Advance Collegiate Schools of Business (AACSB International), the longest serving global accrediting body for business schools and the largest business education network connecting learners, educators, and businesses worldwide. Founded in 1815, Nichols College transforms today’s students into tomorrow’s leaders through a dynamic, career-focused business and professional education. Nichols offers real-world learning focused on professional depth – combined with vibrant living, competitive athletics, and an unmatched alumni advantage – equipping students to exceed their own expectations. To learn more about Nichols College, visit www.nichols.edu.
Media Contacts:
Denise Kelley
Marketing and Communications Writer/Editor
508-213-2219