Trends in Europe Faculty led study abroad 2017

  • 3 cities (Edinburgh, London & Paris)
  • 2 fashion exhibits (Balenciaga: Shaping Fashion (London) & Balenciaga: L’Oeuvre au Noir (Paris) )
  • 94 stores (avg. each student)
  • 164 pictures (avg. each student)
  • 238,216 steps (about 90 miles avg. each student)
  • too many to count: macaroons and croissants
  • many new friends with similar interests and goals
  • 2 trend service presentations (TrendStop & Trend Union)
  • 1 final project
  • many valuable learning experiences!

Prep work & Behind the scenes

The 3 credit course was led by Dr. Nancy Murray, Faculty Associate in Retailing & Consumer Behavior, School of Human Ecology, University of Wisconsin - Madison

& Robyn Waters, "The Trendmaster", former VP of Trend, Design & Product Development at Target

Students completed 2 weeks of on-line course work to prepare for their learning experience then launched their hands-on learning experience in Scotland at Dalkeith Palace

We started out at Dalkeith Palace in Dalkeith, Midlothian, Scotland. This is a historic house and the former seat of the Duke of Buccleuch. The present house was built in 1702 on the site of an earlier castle.

Since 1986 it has been leased to the University of Wisconsin system for study abroad programs.

Dalkeith is just outside of Edinburgh. Students had the opportunity to explore Edinburgh by climbing Arthur's Seat and visiting the Edinburgh castle.

The Edinburgh castle was home to many kings and queens. Queen Margaret died here in 1093, and Mary Queen of Scots, gave birth to James VI in the royal palace in 1566.

Dalkeith Palace provided us with a great place to get adjusted to the new time zone and to get to know one another in a relaxed atmosphere. We also had classroom learning here to prepare for our trend research in London and Paris.

We toured the historic St. Andrews golf course and are pictured here on the famous Swilcan Bridge.



Each morning began with a group breakfast where we reviewed what we learned the day before and prepped for what was to come.

Each student was assigned a product category to research the trends in stores and on the streets of London and Paris. Prior to departing the USA, each student completed a "Comp Shop" of their product category of analyzing the current offerings at mass market, inspirational and aspirational retailers.

Trends were spotted in stores, in store windows, on the street...

We recapped what we saw and learned after each major store or area.

Selfridges is a chain of high end department stores in the United Kingdom which was founded by Harry Gordon Selfridge who was born and raised in Ripon, WI. The flagship store on London's Oxford Street is the second largest store in the UK (after Harrods).

Believe it or not, "shopping" can be tiresome, especially when one is looking for trends for the target customer rather than for themselves.

Trendstop was one of the trendforecasting services we visited. They discussed their methodology and presented some of their forecasts.

We enjoyed the theater production "Wicked" our second evening together in London. Great talent & fabulous costumes!



Our first night in Paris: Seine River Cruise
Galeries Lafayette: the Haussmann location has become a Paris icon since its creation in 1894
City view from the rooftop of Galeries Lafayette

We went to a plethora of large and small retailers on the left bank and the right bank of Paris.

"Merci" was one of the many retail stores we shopped for trends. Merci was a unique and forward concept shop whose proceeds fund educational projects in south-west Madagascar.

During our Paris classroom time we recapped and connected the dots of the major themes we saw. The students started outlining their project for their specific product category.

Shopping Champs-Élysées
This trend service presentation was focused more on marketplace and consumer trends in the distant future. A fabulous wrap up on our last day in Paris.
The Louvre

The Balenciaga exhibit in Paris...

Our farewell dinner in Paris

Final projects outlining the trends in the student's assigned category were due one week after we departed Paris. Below are a few examples:

2019 Info & Applications are now available!

The majority of Billable Expenses will be due July 17, 2019; pre-requisite course is BURTL-127 Basic Merchandising or equivalent (like APRL-134 Global Fashion Industries). Plan to take BURTL-127 Spring 2019 if you have not already completed the course or equivalent or are not enrolled in one of these courses now.

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