You have a creative vision and the skills to execute it. What’s harder to figure out is how to turn that into consistent revenue — how to know what to make, how much to make, what to charge, and where to sell it.
That gap between creative work and commercial success is exactly what fashion merchandising solves. It’s the discipline that connects your product to your customer and your customer to a purchase. And most independent designers never learn it.
This course changes that. Built around the industry’s core merchandising framework — the Right Product, the Right Quantity, the Right Customer, the Right Price, the Right Placement, and the Right Time — you’ll finish with a clear strategy for growing your brand with intention, not guesswork.
You’re building a fashion brand and the business side feels unclear.
You know your aesthetic. You know your customer (or you think you do.) But when it comes to pricing your collection, planning your quantities, or deciding where to sell, you’re making educated guesses. This course gives you the framework to make those decisions with confidence.
You’ve launched but you’re not seeing the sales your work deserves.
Your product is good. The gap isn’t creativity; it’s strategy. You need to understand what’s driving (or blocking) revenue in your brand and how to fix it.
You want to think like a business owner, not just a designer.
Creativity got you started. Strategy is what scales you. This course teaches you to look at your brand the way a merchandiser does: analytically, intentionally, and always with profitability in mind.
30 lessons built around the six decisions every profitable fashion brand has to get right.
Identify your key item, understand what makes it commercially viable, and build a collection strategy around it.
Cost your product, set wholesale and retail prices with confidence, and choose a strategy that protects your margins.
Build a precise customer avatar and use those insights to shape your product mix and marketing.
Work through sales projections, build a buy plan, and leave with templates you can plug your own data into immediately.
Understand DTC vs. wholesale, map your brand’s positioning, and make a deliberate distribution decision.
Build a timing and action plan so your product hits the market at the right moment.
Six parts. Thirty lessons. A complete business framework (with templates included.)
A message from the instructor
FREE PREVIEWAbout the Instructor
FREE PREVIEWBefore we begin...
What is Fashion Merchandising?
FREE PREVIEWWhat is your Key Item/Hero Product?
Merchandising Vocabulary
Why Fashion Merchandising?
Sales Projections (Choosing the Right Quantity)
What is a sales channel?
Introduction to Costing
Determining your Wholesale and Retail Price
Sales Projections Template
Buy Plan Template
Determining Your Customer
Determining your Customer (New Brands)
Customer Avatar Questionnaire
Introduction
How to Price your Product
Using the Costing Template
Analyzing the Numbers
Choosing a Pricing Strategy
Costing Template
Introduction
DTC vs. Wholesale: Which should I choose?
Perceptual Map Template
Alicia Appleton brings something most fashion educators can’t: the perspective of someone who has built a brand, run a business, and sat on the other side of the table evaluating whether a designer’s concept is commercially viable.
You may know her as the business mentor and judge on From Pencil to Production, 383 Design Studio's business competition series for emerging fashion designers. In that role, she does exactly what this course teaches: she analyzes product strategy, challenges pricing decisions, and pushes designers to think beyond the collection and toward the customer.
She also teaches Fashion Merchandising at the Fashion Institute of Technology, where she has spent years translating industry-standard business frameworks into practical tools that working designers can actually use.
This capsule teaching of fashion merchandising in my opinion is what every fashion designer needs to know. I loved the options of learning at your own pace a...
Read MoreThis capsule teaching of fashion merchandising in my opinion is what every fashion designer needs to know. I loved the options of learning at your own pace and that you could ask questions, which were answered in a timely manner. The information I learned is current and the big bonus for me were the spreadsheets that are formulated so all you have to do is plug in your own information. They have taken the guess work out of having to create the spreadsheets yourself and it's explained what information goes where. If you're wondering if this class is worth taking, let me tell you it is. I thoroughly enjoyed this class and I learned a lot.
Read Less5-day money-back guarantee on one-time course purchases
If this course is not right for you, email within 5 days of purchase for a full refund, no questions asked.
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