Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


The concept of fashion is pregnant with meaning and much of this stems from its everyday use we say something is in fashion, fashionable or the latest fashion. Yet these statements only scratch the surface of what fashion means to contemporary consumer culture. This course aims to illuminate precisely this. More specifically, we will focus on how the socio-cultural world of fashion is constructed and what roles do consumers play within it.

The course is primarily designed for those pursuing a career in the fashion industry. Students will be exposed to cutting edge academic work as well as renowned experts in the Nordic fashion industry. That said, the course also serves as a special topic consumer behavior class. We dive deep into theory as well as empirics of fashion consumption; the course will cover certain topics relating to consumer behavior (identity, gender, semiotics, sociology consumption) at much greater depth than a regular consumer behavior class even an advanced one. Therefore, the course will also be of high value to aspiring trend scouts, (market) researchers, branding experts, entrepreneurs, and B2C marketing managers.

Students will gain...

1. the ability to analyze different fields of fashion and map out their constituting elements as well as their relations
2. valuable insights on consumers preferences, projects, and desires relating to fashion
3. analytical abilities to explain what consumers do in the world of fashion
4. skills for developing consumer brand strategies, both in fashion and beyond
5. new perspectives on the culture and production of fashion

Credits: 6

Schedule: 10.01.2022 - 16.02.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Oscar Ahlberg

Contact information for the course (applies in this implementation):

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    The course will be carried out as a series of lectures and workshops. During these contact sessions the students will familiarize themselves with the key concepts and theories. Furthermore, the students will learn useful skills, such as running projects in cross-disciplinary groups and conducting field research.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    Students will work in groups to carry out a series of conceptual assignments as well as market research assignments. Individual assignments will help the students to reflect their takeaways and guarantee a holistic learning experience. Throughout the course the students will receive support and feedback from the faculty as well as seasoned industry professionals.


    The course grade will consist of the following components:

    Group work and written reports
    Group presentations
    Individual home assignments
    Active class participation and preparation

    The final breakdown and balance between these elements will be announced at the beginning of the course.

  • valid for whole curriculum period:

    6 credits, 160 hours:

    The course includes lectures, readings, individual assignments, and group work conducted both in class as well as outside of it.


Study Material
  • valid for whole curriculum period:

    A collection of articles assigned by the lecturers. 

Substitutes for Courses
SDG: Sustainable Development Goals

    5 Gender Equality

    12 Responsible Production and Consumption


Further Information
  • valid for whole curriculum period:

    The number of students admitted to the course is restricted to 80. Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) CEMS-students, (3) Aalto students studying a MSc minor study package in Fashion Management, (4) Aalto students studying a MSc minor study package in Consumer Research, (5) Aalto students studying a MSc minor study package in Marketing and (6) other students.

    NOTE: Students are required to write own group of priority to further information field of course registration!

    Teaching Period:

    2020-2021 Autumn II

    2021-2022 Spring III

    Course Homepage:

    Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu ( instead of WebOodi.

    Registration via WedOodi. Check registration time in WebOodi.

    NOTE: Mention your group of priority upon registration.