The Ashland University Fashion Merchandising major changed their name to Fashion Merchandising and Brand Management beginning in the 2025-26 academic year. 

The name change was more of an expansion to the major rather than erasure of the Fashion Merchandising side entirely. 

“We wanted to expand the horizons that fashion has, not just fashion merchandising but also how you manage the brand side of it,” Assistant Professor of Fashion Merchandising Allision Rossi said.   

Due to this name expansion, students will be able to navigate the Fashion Merchandising world post-graduation easier as the fashion world is evolving. 

“A lot of the fashion industry and a lot of the brands now are not just merchandising in the store, they’re online, they’re doing popup shops, they’re working with influencers, and it’s just a huge opportunity,” Rossi said.   

With this evolving fashion industry Rossi poses the following question: “How do you differentiate from yourself?” 

She finds that students will be able to do that through major name change along with some of the classes being changed. 
“Whether you’re working for Bath & Body Works, whether you’re working for Abercrombie, working for Our House, you can not only know the merchandising side of how to buy and market and make it visually appealing, but also how to manage the brand … and social media and e-commerce,” Rossi explains. 

The name change wasn’t an abrupt decision; it was made by multiple faculties to help not only grow the program but the College of Business & Economics as well.  Aiding in the decision was Rossi, Chair of Department of Marketing, Fashion Merchandising and Brand Management and Sport Management Laura Kruger and Interim Dean of the College of Business & Economics Lance Kaltenbaugh. 

The name change was mainly to help the students as they embark on their journey of entering the industry and clarify what the major entails. 

“Fashion Merchandising makes people believe we are design students who receive a brief introduction to selling,” President of Fashion in Action Organization, Hannah Good, said.  “However, Fashion Merchandising and Brand Management emphasizes many disciplines within the fashion industry, like forecasting or visual merchandising, while focusing on bringing products to consumers and building a successful brand’s image through the products and culture of the business.” 

She further explained “As a student, I feel that this is a good step towards the expansion of the major.”  The name change now pushes people towards the major: “The title “Fashion” tends to steer some away because they think they aren’t stylish enough, but Brand Management is a good fit for those who might not have an eye for clothes but can market a brand and help run a business through operations, including everyday duties. “ 

Name change aside; some classes have also been rebranded to fit this new era in the major.  They are as follows: 

• FM 111 Fashion Analysis → FMBM 111 Introduction to Fashion & Branding 

• FM 211 Clothing and Culture → FMBM 211 Clothing & Culture 

• FM 316 Textiles → FMBM 316 Textiles 

• FM 317 Fashion Industry → FMBM 317 Fashion & Branding Forecasting 

• FM 416 Fashion Merchandising → FMBM 416 Fashion Merchandising & Branding 

• FM 417 Fashion Evolution → FMBM 417 Fashion & Branding History 

• FM 430 Fashion Promotion → FMBM 430 Visual Merchandising 

• FM 312 Ready-to-Wear Analysis → FMBM 312 Branding Analysis 

The Faculty Senate Executive Committee approved these changes to reflect the growing emphasis on branding. 

With this new name change and course changes, the hope is more students flock to the major.  If you’re unsure about the major Rossi gives the following insight: “It’s everything from the textiles that you’re sitting on and wearing right now to the colors that are in the social media that you’re looking at as you scroll through your phone.”  Through the Fashion Merchandising and Brand Management a student can be taught a deep analysis on all of that at Ashland University. 

For more information on Fashion Merchandising and Brand Management students can visit https://www.ashland.edu/program/fashion-merchandising-and-brand-management-bachelors.