Ilona Hurren

Ilona Hurren


Capstone Title

Selling Fashion in European Markets

Description of Capstone Project

My capstone project will compare both the advertising and marketing techniques used throughout the Western European and American fashion industry. I intend to analyze the interactions between consumer and company, with an emphasis on how the market is able to influence consumer behaviour. I will further explore the marketing industry and present my findings as a self-help guide for small fashion retailers, providing them with the necessary tools to successfully break out into the Western European fashion market.