Merchandising & Marketing

Latest Merchandising & Marketing News

From executives at major corporations to entrepreneurs with the next hot fashion app or vintage boutique, these graduates of FIDM, one of the top fashion marketing schools, are out there achieving in the industry.

  • Feb
    08
    2017

    Grad Advises Students To Use Career Network

    Katie Mai returned to her alma mater today to speak to the Premier Students in the Merchandising & Marketing and Bachelor’s in Business Management Programs. She told the story of how she has taken her FIDM degree from her first internship at Ted Baker, to working for Burberry, and now doing PR for the high-end jewelry line Helen Ficalora.

    “All of my internships and jobs I’ve found,” she said, “have been through the FIDM Career Network.”

    Katie graduated from FIDM in December 2014 with her Bachelor of Science in Business Management degree. Prior to that she did the Merchandising & Marketing Professional Designation program at FIDM.

    Her first foray into working in fashion was as an intern at Ted Baker, where she gained experience in buying, allocating, and planning. It was there that she was introduced to public relations, and she knew that was where she was meant to be.

    She pursued a paid PR internship at Burberry, and was promoted six months later to an assistant in the VIP PR department, working with celebs and their stylists. She went through two years of awards seasons—the Academy Awards, the Emmys, Golden Globes—before she decided to pursue a new challenge.

    The FIDM Career Network had a posting for a PR Coordinator position in jewelry, and she went for it. She was hired at Helen Ficalora, a high-end jewelry line that originally launched the alphabet-charm trend, and was moving from New York to LA.

    “Now, I work with celebrities, bloggers, editors, and producers,” she said. She also works closely with the social media coordinator at the company, providing relevant content to post.

    The financial side is also something in which she is gaining experience. She pointed out the nuance of cost associated with working with fashion bloggers. When bloggers charge per Instagram post, for example, you need to question whether or not you, as a PR person, should gift them the product and hope they use it, or go for the sure thing and buy the post. Sometimes, it’s an internal negotiation you need to make as a publicist.

    When it comes to influencers, she pointed out that she not only likes to target those with millions of followers, but those with only 10K followers, as well. “We’ve seen greater impact sometimes with smaller influencers.”

    “How do you measure your ROI for placement?” a student asked, when it came to the Q&A portion of her presentation. She said she utilizes Google Analytics. “For bloggers, it’s a little more difficult. They don’t always include a direct link.”

    Another student asked, “Do you think your Bachelor’s degree was necessary?” She answered, “Absolutely. The Bachelor’s program was great. There are things you learn there that you won’t get from other programs. I really liked it. It’s so worth it. I highly recommend doing it.” She added, “The professors are great.”

    Katie notified the students that she’ll be interviewing for a new intern in March, as her current intern is leaving. She encouraged them by saying, “We don’t give our interns busy work.”

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    Categories: Business Management, Merchandising & Marketing, Alumni

  • Feb
    07
    2017

    Student Program at Retail's BIG Show

    Eleven students from seven FIDM Majors attended the Student Program at Retail’s BIG Show in New York this past month. Six out of the eleven were sponsored to go on the trip by scholarship from the NRF Association. The fashion and retail leaders of tomorro … Read More

  • Feb
    03
    2017

    Celeb Fashion Stylist Sophie Lopez

    Students in FIDM Instructor’s Vincenzo Lodato’s Marketing Essentials class were treated to a guest visit this week from top celebrity fashion stylist and designer Sophie Lopez, the go-to stylist for Kate Hudson and named in the top 25 stylists for two years in … Read More

  • Dec
    19
    2016

    Going The Distance With Student Gabriella Castillo

    Commuting is a way of life for some of our students. Many come from different cities to attend FIDM as a way to pursue their careers without leaving home. Imagine coming from a different country to attend class daily. Professional Designation Merchandising & M … Read More

  • Dec
    07
    2016

    Jenna Piantedosi Launches J. Dosi Collection

    Fashion Designer and FIDM Alumna Jenna Piantedosi visited FIDM last week to speak to the Premier Students in the Merchandise Product Development and Merchandising & Marketing programs. Jenna graduated from FIDM six years ago, and is launching her own company t … Read More

  • Nov
    18
    2016

    Top Model Maye Musk Visits FIDM

    Maye Musk, top model, dietician, and mother of Elon Musk, Kimbal Musk, and Tosca Musk, visited FIDM last week as a guest speaker for the Marketing Essentials class taught by FIDM Instructor Vincenzo Lodato. Maye grew up in South Africa and started modeling at … Read More

  • Nov
    04
    2016

    Global Head of Consumer Products and Retail for DreamWorks Animation Jim Fielding Visits FIDM

    Students in Vincenzo Lodato's Marketing Essentials class were treated to a special guest speaker this week on the Los Angeles campus. Jim Fielding, the Global Head of Consumer Products and Retail for DreamWorks Animation, shared with the students his i … Read More

  • Oct
    27
    2016

    Interdepartmental Collaboration Brings Real World Experience Into the Classroom

    FIDM is constantly working to bring real life industry experience into the classroom. To this point, a new interdepartmental collaboration began last quarter between Merchandising & Marketing (MM) and Merchandise Product Development (PD). Students in b … Read More

  • Oct
    26
    2016

    Twelve Outstanding Faculty Winners Named for 2016

    The student body has voted 12 faculty members Outstanding Faculty Award winners for 2016. Congratulations to these industry leaders and educators for passing along their expertise and inspiring the next generation! Read more about:Vickie Peters, Apparel In … Read More

  • Oct
    25
    2016

    FIDM Student Teams Are Semi-Finalists in NRF Student Challenge Competition

    This year, the NRF Foundation collaborated with STORY, the New York City retailer, for the Student Challenge Competition - The Big Pitch. This business-case competition allows NRF Student Association members to demonstrate their creativity and business acume … Read More

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