Virginia Commonwealth University

What you'll study

The programme blends core marketing principles with fashion-specific and international modules. You will study foundational business and marketing subjects—marketing management, consumer behaviour, market research, digital marketing and marketing strategy—alongside fashion-centred topics such as fashion marketing and merchandising, retail management, visual merchandising, trend forecasting, product development, and global fashion supply chains.

Practical coursework typically includes case studies, brand projects, digital campaign design, merchandising plans and a capstone or internship in a fashion-related firm. Electives and departmental collaborations allow you to explore e-commerce for fashion, sustainability in apparel, fashion communications and cross-cultural marketing. Many students also take advantage of study-abroad options or short-term international experiences to build first-hand knowledge of fashion markets around the world.

Entry requirements

Applicants should have completed secondary education with a strong academic record. Typical preparation includes coursework in English and mathematics; background in business, economics, art or design is helpful but not required. Virginia Commonwealth University considers the whole application, so a combination of transcripts, personal statement and letters of recommendation is used to assess fit and readiness.

Standardised test submission may be optional depending on the admissions cycle; consult the university for current guidance. International applicants must demonstrate English proficiency through an accepted test or approved alternative. A creative portfolio is not generally required for this business-focused major, though relevant work, internships or extracurricular experience in retail, fashion or marketing strengthen an application.

Career prospects

Graduates enter a range of roles across the fashion and broader retail sectors. Typical career paths include:

• Brand manager / product manager – overseeing positioning, launches and lifecycle for fashion lines or categories.
• Buyer / merchandise planner – selecting assortments, forecasting demand and managing supplier relationships.
• E-commerce and digital marketing specialist – running online campaigns, social commerce and site merchandising.
• Visual merchandiser or retail manager – creating in-store experiences and managing sales teams.
• Fashion PR and communications – managing media relations, influencer campaigns and brand storytelling.
• Supply-chain and sourcing coordinator – working on logistics, sustainability and international supplier networks.

Graduates may also move into consulting, wholesale account management, entrepreneurship (starting labels or fashion-tech ventures) or further study in business, design management or fashion-specific graduate programmes.

Why study at Virginia Commonwealth University

Virginia Commonwealth University offers the programme within an urban environment with strong ties to industry and creative communities, combining the resources of a well-established business school with proximity to VCU’s acclaimed arts programmes. The location in Richmond provides access to regional retailers, design studios and start-ups for internships and applied projects.

Students benefit from career services, employer connections, and opportunities to collaborate across disciplines—useful for careers that bridge business and creative practice. The curriculum emphasises experiential learning, digital skills and international perspectives to prepare graduates for the fast-moving, globalised fashion marketplace.