In December, a group of graduate students from the Kent State Fashion School’s Master of Fashion Industry Studies (M.F.I.S) program, received the opportunity to develop strategic solutions for Target as part of a case study in Fashion School Store director, Dr. Jihyun Kim’s, Fashion Industry Merchandise Management class.
Throughout the semester, Dr. Kim’s students engaged in an in-depth literature review and performed a wide range of data collection to better understand customer perception and behavior in the marketplace geared toward the “Back to College” season. Students used in-store observation, conducted personal interviews with store employees and Target customers and created online surveys to gather their data. The students then presented their findings and proposed new ways to attract customers during “Back to School" season directly to Target representatives.
Six students participated in the case study presentations and were broken into three teams of two. Each team received positive feedback regarding their presentations, but in the end, students Kelsey Vitullo and Ayesha Sarosh were deemed the case study winners and were the recipients of a $500 award from Target.