Fashion Marketing & Management
Newsletter | Vol 1; Dec 2013
LETTER FROM THE CHAIR
he holidays are upon us, and the fall quarter is almost complete. This is a time to literally “wrap things up,” learn from the past and prepare for the new year, full of new and exciting opportunities. As we celebrate the holidays, I also want to celebrate the amazing faculty we have in the fashion marketing and management department. Without their expertise and dedication, the program wouldn’t be at the high academic level it is. In particular, we recognize Myra Butensky who won the “Faculty of the Year Award for Online Teaching.” Our students have had an eventful quarter, in and out of the classroom. Some of the highlights include a trip to the Brooklyn Museum to see the masterful Jean Paul Gaultier exhibit, a visit to the MET Museum to see “Interwoven Globe” and a special tour of Macy’s flagship store. As always, New York City is the perfect backdrop for an education in fashion. Just a walk up and down Fifth Avenue to see the windows is a true delight! Happy Holidays,
The Fashion World of Jean Paul Gaultier Fashion Textiles with Myra Butensky & Alyssa Adomaitis Macy’s Flagship Tour Visual Merchandising with Myra Butensky Rosen & Chadick Fashion Textiles with Pamela Snyder Gallagher “Shop, Shine and Be Merry” Holiday Launch Party at Swarowki Marketing Accessories with Alyssa Adomaitis Garden State Plaza Mall in Paramus, NJ Visual Merchandising with Bill Filerino FIT’s “Faces & Places in Fashion” with Eva Chen, Editor, Lucky Magazine All classes with Myra Butensky “Interwoven Glove: The Worldwide Textile Trade,” MET Museum Fashion Textiles with Alyssa Adomaitis Henri Bendel Flagship Tour Marketing Accessories with Alyssa Adomaitis
www.berkeleycollege.edu/fashion #BusinessWithStyle © 2013 Berkeley College. All Rights Reserved
Fashion Marketing & Management
DR. GUY ADAMO 1) What was your first job in the fashion industry?
My first job in the fashion industry was in my senior year of high school. I worked as a sales associate for an offprice men’s clothing retailer, Don DeFabio’s. I sold Pierre Cardin shirts and suits. It was my first introduction to selling French cuffed shirts and cufflinks. As a result, this became my choice of dress. After receiving my bachelor’s degree, I went through the executive training program at Gimbels Department Store in NYC. I then worked as a Group Manager in their Women’s Dresses, Coats, and Swimwear Department.
2) Why and when did you make the shift to teaching?
After working in retail management and while working in real estate sales and marketing, I started to teach marketing courses at a local college before coming to Berkeley College. Making the shift to teaching was a natural transition for me since I’ve always had the desire to teach on a college level and have always wanted to “give back” to students.
3) What is your favorite class to teach at Berkeley and why?
I really enjoy teaching FAS245 Merchandise Planning and Buying since it is an important course and extremely useful for students considering a career in retail buying. This course is also useful for students who want to become entrepreneurs. Students need to understand merchandising mathematics – specifically, how to make a profit, terms of sales, markups, markdowns, inventory valuation, the dollar merchandise plan, open-to-buy and assortment planning. What I find most interesting is that students often start the course being math-phobic, but by the end, they appreciate why it is important.
4) What advice would you give to students who are graduating soon?
I tell my students while they are attending Berkeley College that they will be taking many fashion, business, and liberal arts courses. The fashion courses will help them explore different areas of the industry they may consider doing their internship in or an eventual career choice. It is important for students to “get their feet wet” while attending college by working in the fashion industry whenever possible, even on a part-time basis. As they are getting closer to graduation, I recommend that students communicate with Career Services on a regular basis, attend Career Job Fairs that Berkeley College makes available to them, and to do their own research for fashion internship and career opportunities.
5) What’s your favorite fashion industry tradition?
I enjoy seeing and studying what the big retailers–Lord & Taylor, Macy’s, and Saks Fifth Avenue–do visually with their exterior window displays during the holiday season each year. The planning, preparation, and finally the implementation involved in this process is simply amazing!
FROM THE CLASSROOM Myra Butensky: “Student in my FAS230 class attended the Gaultier exhibit. This dynamic exhibit consisted of 140 designs, sketches and fashion photographs of the works of this fashion genius. The design details and fabrications were carefully examined and we were especially fascinated by the animated mannequins. A must see!” Learn more about the fashion program at: www.berkeleycollegeblog.com
Fashion Marketing & Management
UPCOMING “Understanding Textiles” Tour of Stoll, Inc. Monday, December 2nd
SNAPSHOT The Fashion Club was busy in November with their first movie matinee, “The September Issue,” attended by over 35 people. The club also collaborated with C.A.B. on a culture feast and shared fashion trends from their own countries. Markese (Violette) Curry was recently elected secretary of our exective board. Finally, the Fashion Club in Paramus, NJ had their first meeting on November 25th!
Visit the official club Facebook page: www.facebook.com/groups/fashionclubnyc.
FROM THE CLASSROOM Alyssa Adomaitis: “FAS230: Textiles class attended two exhibits at The MET. “Industrial Museum: John Forbes Watson’s Indian VisuBrooTextile Collection” at the Antonio Ratti Textile Center, which displayed textiles from the 16th and 17th centuries, marking his travels throughout India and Asia. Mr. Watson even kept a swatch book, with tiny cloth samples from his travels, much like we used today to study textile examples. The second exhibit was “Interwoven Globe: The Worldwide Textile Trade, 1500-1800” which historically represented trade through textiles and trade routes from four continents: Asia, Europe, Africa, and America.” Myra Butensky: “FAS335 students visited Macy’s. The tour began with a brief history of the store and our guide discussed how the retailer has changed and grown throughout its years in business. Macy’s annual events, such as the Thanksgiving Day Parade were discussed, explaining how they are great marketing tools to get people into the store to shop. We then visited selling floors to discuss product placement and customer targeting. Alyssa Adomaitis: “At Swarowski’s “Shop, Shine and Be Merry Holiday Launch Party” on November 14th, FAS312 students were able to sample white-chocolate covered popcorn with Swarovski peppermint crystals and other delectibles as well as make our own Holiday Cards with Swarovski crystals. Some students were given a Swarovski gift bag. This was the perfect way gain insight on current holiday fashion trends and network with Swarovski socialites!”
Fashion Marketing & Management
PAGE 4 Student Spotlight
CLEFFORD DELANCER “I am studying fashion at Berkley because I’ve been in love with clothes and its art ever since I was 11 years old. My goal is to use fashion marketing as the key to enter the fashion industry in order to grow, navigate, and network with as many people as possible with hopes to eventually start my own brand in the men’s suiting department. I believe that here at Berkeley I can find the right tools, and most importantly the right knowledge, that will help me start my career in the fashion world.”
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DECEMBER EVENTS & EXHIBITS
“Trend-ology” FIT Museum, 27 @ 7th, Dec 3rd-May 10th
The Makeup Show, Dec 7-8th Metropolitan Pavilion, 125 W 18th Street
The Fashion World of Jean Paul Gaultier: From the Sidewalk to Catwalk Oct 25th-Feb 23rd, Brooklyn Museum, 200 Eastern Pkwy
Why We Love Guerlain, thru Dec 31st Bloomingdale’s, 1000 Third Ave
Fashion Icons with Fern Mallis: Kenneth Cole Dec 11th, 92nd Street Y, 1395 Lexington Ave A Queer History of Fashion: From the Closet to the Catwalk thru Jan 4th, FIT Museum, 27th @ Seventh Ave Interwoven Globe: The Worldwide Textile Trade, 1500-1800 thru Jan 5th at the MET, 1000 Fifth Ave
Tory Burch Sample Sale. Dec 10-14 261 W 36th Street, 2nd Floor Rent the Runway at Henri Bendel, ongoing L’Wren Scott for Banana Republic Events listed on this page are not related to or sponsored by Berkeley College.
An American Style: Global Sources for New York Textiles thru Feb 2, 2014, Bard Graduate Center, 18 W 86th St. THREEASFOUR (avant garde fashion collective) through Feb 2nd, The Jewish Museum, 1109 Fifth Ave 27th Annual Miracle on Madison Avenue Dec 7th, Madison Avenue between 57th/58th Streets Don’t forget to check out the holiday windows at Macy’s, Saks Fifth Avenue, Lord & Taylor, Bergdorf Goodman, Barney’s and Bloomingdales.
www.berkeleycollege.edu/fashion #BusinessWithStyle For more information about Berkeley College graduation rates, the median debt of students who completed programs, and other important disclosures, please visit BerkeleyCollege.edu/disclosures.