Pedagogy and Professional Development

Developing a Consumer Insights Learning Module to Enhance Fashion Students’ Digital Data Literacy

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Abstract

This project develops and evaluates a Consumer Insights Learning Module designed to strengthen digital data literacy among undergraduate fashion merchandising students. Responding to the growing need for data-driven decision-making in the digitally transforming fashion industry, the module integrates consumer survey datasets, statistical analysis guides, visualization tools, and instructional resources to support both classroom teaching and independent learning. Implemented and refined across two semesters, the module engaged students in hands-on projects involving data analysis, hypothesis testing, dashboard creation, and insights communication. Multi-method assessments, including project evaluations, pre/post surveys, and focus groups, showed significant improvements in students’ analytical skills, confidence, and ability to generate evidence-based insights. Students found the module relevant and valuable, while also identifying opportunities for improved pacing and workload management. Overall, this learning module demonstrates an effective approach for enhancing fashion students’ digital data literacy and preparing them for data-intensive roles in the modern retail environment.  

Keywords: Data Literacy, Fashion Data, Learning Module

How to Cite:

Zhao, L., Sun, X., Williams, M., Kopot, C. & Ha-Brookshire, J. E., (2025) “Developing a Consumer Insights Learning Module to Enhance Fashion Students’ Digital Data Literacy”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21938