Choosing a fashion program: the relevant criteria

Enrollment in fashion programs are at an all-time high (Pavlushina & Dautova 2017).1 Increased interest in fashion programs has been partially attributed to the growing popularity of fashion-themed reality television shows. As interest in careers in the fashion industry has grown, the competition among university fashion departments to attract quality students has also escalated. To attract quality students, fashion programs recognize that they must distinguish themselves from other programs by offering an educational experience that is highly aligned with students’ expectations. A recent inquiry sent to the International Textiles and Apparel Association revealed that there is presently no accurate record regarding the criteria students use in selecting a fashion program. Thus, a pertinent research issue involves the identification of the major factors that affect students’ decisions regarding the selection between various fashion programs. This survey study examined the criteria students view as most important when selecting a fashion program and asked students to rate the most desirable characteristics of a fashion program. Evidence relating to the characteristics that students’ perceive as important for selecting a fashion program provides useful information on how resources should be most effectively allocated to developing an attractive program.