Targeting the Baby Boomer Market: A Collaborative Marketing and Design Branding Project
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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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.