Merchandising/Marketing/Retailing: Branding

Targeting the Baby Boomer Market: A Collaborative Marketing and Design Branding Project

Authors: Kendra-Louise Lapolla (Albright College) , Doreen Burdalski (Albright College)

Abstract

This paper demonstrates a creative approach to teaching student collaboration between a marketing course and an apparel design course. It presents specific communication strategies to have students evaluate and negotiate a final concept. Restricting the students to developing a brand and clothing line for the Baby Boomer market provides a structure to make them more objective in the creation of the final project and requires them to research a significant market demographic. This project could be easily implemented by faculty in fashion programs to build stronger communication and problem solving skills.

Keywords: Pedagogy, collaboration, Branding

How to Cite: Lapolla, K. & Burdalski, D. (2013) “Targeting the Baby Boomer Market: A Collaborative Marketing and Design Branding Project”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).