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

Abstract

<p>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.</p>