Fashion Piracy Paradox

Piracy and copying are something that have always been present in fashion. Piracy is the act of making or selling a look-alike product or service bearing a fake trademark. In copying however, other designers copy the original designer’s looks, modify them, and sell them under their own brand name. In order for a designer to copy another designer’s look and sell it under their own brand name, there needs to be enough differences between the designs as not to have any copyright issues. The digital age has made copying easier; due to high quality photos and the communication network provided by the internet, a design can be copied and released to the market within a day of it being revealed by its creator. This makes competition tougher for high quality fashion designers; as they reveal their selections before the selling season, fast fashion retailers can copy them and distribute them to the market long before the original design. This not only steals the clients of the original designer but also tarnishes the image of originality the design had.


When it comes to piracy of luxury products you can often use the word brand piracy. The term brand piracy can be used when a product is made to copy another, well-known brand. The goal of brand piracy is to make the consumer mistake the pirated product for a brand product and so gain some of the brand product’s market share. Piracy is a diverse industry. It consists of full scale factories as well as backstreet sweatshops. In order to make their pirated products as authentic as possible, counterfeiters can even bribe employees of companies with valuable brands. That way they can get manufacturing molds or master discs of the originals.

Depending on the level of the pirated product it can either be sold at the same price as the original or it can make use of the original product’s marketing by looking like it. In the latter, when a consumer sees a cheap knock off of a brand product the images associated with the brand product can be associated with the knock off as well. Thus creating a positive image for the knock-off. Identifying between the original and pirated products can be hard. Consumers might be under the impression that the product they just bought for the price of a brand products is of high quality, when it is only a knock off. Because of this, the bad quality and experiences associated with the use of the knock-off will be associated with the original brand. Buying knock off products can also be harmful for the consumers. The chemicals used and the conditions the products were made in can make the products extremely harmful.

Piracy in fashion industry is often referred to as fashion’s piracy paradox. Piracy and copying can be harmful for the designers who spend tons of time to create something unique, just to have it sold as a cheaper knock off within the same day it’s revealed. However, without copying trends would never be set. Trends are a driving force in fashion industry creating revenue. For a trend to be born, the majority of consumers need to adopt it. The adaptation process begins with the innovators and early adapters. They are the daring people who seek to be unique and the observers of emerging trends. They form 15% of the population and are referred to as fashion leaders (read more here). When observing from the trickle-down theory’s point of view, they are the ones adopting new designs from high-end fashion designers and retailers. If the new look is found appealing, other retailers start to make their knock-offs of it. They are produced with cheaper materials, lower quality and lower cost. They are produced to fit the demands of fashion followers; the 85% of the population consisting of early majority, late majority and laggards.

The peak is the point when the largest amount of the population have adopted the design. After the peak, the fashion leaders start to move on to new looks as the design has lost it’s uniqueness. This is the start of the obsolescence of the design. It’s slowly becoming old news and the population is moving on to other designs. At this point the look is seen in the selections of cheap retail stores. While the fashion leaders are moving on to new designs, they are starting out new cycles in fashion continuing the essential move in fashion business.

Innovation lc
Diffusion of innovation curve – Rogers, E.

Through piracy and copying consumers get more accustomed to the design. The copied looks created for different market segments make it easier for the consumers as a whole to adopt a design. The adaptation of the copied looks drives more sales for the original looks as well; the design becoming a trend creates more demand for it in the original design’s consumer segment. Fashion leaders and followers aren’t divided by consumer segments. Meaning that more consumers in the original designers consumer segment are ready to adapt the design as it has more visibility and adopters. They’ll be looking for designs in the quality level of the original design.

More about trends: Trend forecasting SS17 Bomber jacket

Trend forecasting


Trend forecasting is an are of fashion business that in my opinion isn’t appreciate as much as it should be, in Finland. Through trend forecasting services, businesses can find the strategic window for their business endeavors. Fashion is a business driven by change and knowing where that change is headed is a key element of surviving in the business.

Trend forecasters don’t decide what will be the trends for a season. They analyze the current zeigeist, how it’s going to develop in the future and how it will be translated into trends. Consumers feel inclined to buy apparel that somehow connects with the zeitgeist (Blumer 1969). This is the basis of trend formation. Trend is determined by what the majority of population buys and wears.

In modern day, trends can be formed by three different theories: trickle-down, trickle-up and trickle-across. Trickle-up is the oldest one of the theories. In trickle-up, trends are first adopted by the high social classes and spread there through the different social classes, until it reaches the low social class. In trickle-up, the trends are first introduced by the low social classes and start to spread from there to other social classes. In trickle-across, the trend is simultaneously introduced to and adapted by all social classes. The affects of trickle-across can be seen in mass-marketing; products are manufactured and marketed for different social groups simultaneously.


Before the birth of ready-to-wear industry, trends spread by trickle-down theory. This was the time when fashion houses dictated the trends of the season. But the birth of ready-to-wear industry created more factors into fashion business. Up until the 70s, trends mainly spread by trickle-down, which made trend forecasting easier. Nowadays trends can arise from anywhere. This has created more challenges for trend forecasting.

As trends can arise from anywhere, observing the major fashion houses newest collections isn’t enough to determine the trends of the future seasons. Besides, whether a fashion house’s collection succeeds is determined by how well it fits the zeitgeist. This was why Dior’s New Look was so successful in the 50’s. Dior’s New Look fit the needs of women to feel feminine again; the fashion had been regulated due to shortage and the appropriateness of war time.

In order to make accurate trend forecasts, one needs to understand the zeitgeist. Which is difficult as the trend forecaster needs to objectively analyze the spirit of their own time. Understanding the dominating events, social groups, ideals, attitudes and technology help the forecasters understand the zeitgeist (Brannon 2012). Comparing these factors to past zetgeists can help understand how the fashion will develop in the future. Trend forecasts spend their time collecting information about the developments in politics, fashion industry, technology, economy and other fields, analyzing the deeper meanings behind those developments and translating them into forecasts about future trends.

The forecasts are divided into long term and short term forecasts. Long term forecasts are aimed at seasons over 2 years away. Businesses use these forecasts for decisions regarding re-positioning, re-branding, extending product lines and planning new stores. Short term forecasts are are aimed at seasons under 2 years away and are used for inventory management, marketing, product development and product positioning. As the seasons draw closer, the long term forecasts become more distinctive with the additional data and transform into short term forecasts.

Trends aren’t just limited to fashion business. The zeitgeist affects the buying behavior of consumers across all categories. Through the help of trend forecasters businesses can expect the changes in the market and react accordingly.


Blumer, H. 1969. Fshion: from class differentiation to collective selection. International encycloperdia of the social sciences. 341-345. New York: Macmillian

Brannon, E. 2012. Fashion forecasting. 3rd edition. New York: Fairchild Books

Window display for Maru Second Hand & Outlet


As a part of Visual Marketing course in JAMK, we had to design and create a window display for a store. It didn’t matter what kind of products the store sold, but as I am in the fashion class I wanted our store to be a fashion store. This week we created our window display. For the project, we decided to go with Maru Second Hand & Outlet.

Maru is run by three of my seniors in JAMK. Neea Takala, Iiris Nokka and Janita Mikkola study in JAMK’s Team Academy. They took over Maru as a project related to their studies. As the name suggests, Maru sells both second hand and outlet products. They give a second chance for clothes with a story. You can read more about Maru in their website (finnish).

A window display’s role is to give passing by consumers an idea of a store and lure them in for more. It’s a tool of visual marketing. There by, a window display needs to match the image of a store. A window display that gives a misleading image of a store may lure people in, but will also have them making a U-turn at the door.

In order to create a window display that embodied Maru as a store, we researched them online, visited the store and interviewed Neea Takala. Through the interview, we got a deeper understanding of what kind of an image Maru wants to convey of themselves and how they create their window displays. Through analyzing the information given to us, the trends of the season and Maru’s display of the time, we created our concept for our display. This weekend will be mother’s day in Finland, so we decided to have mother’s day as our theme.

Trends behind the design – Pause (pictures from WGSN)
Trends behind the design – Edgelands (pictures form WGSN)

Maru has used decorations made out of newspaper in their display. We wanted to continue on with that theme. As our theme was mother’s day, we decided to create roses out of newspaper and book pages. It embodies the image of Maru: we’re giving a second chance for newspapers and disregarded books, as decorations. They’ll be appreciated again in the hands of a new owner. This also fits the trend forecasts of WGSN for the current and up coming seasons.

We kept in mind the spirit of re-using and giving a new purpose in our decorations. We bought glass vases from a flea market, got shoe boxes and covered them in paper pages and dried some branches to create decorations.

We chose the products for the window display based on our theme, current trends and Maru as a store. In our interview, Miss Takala mentioned that they would like to emphasize that they have both outlet and second hand items. They want to give an image of a high class second hand store. They also wanted to advertise the fact that they have items for both women and men. As Maru’s products change constantly, we went to choose the products for the display the day before the installation.


Maru has different types of mannequins available. In order to create a visually dynamic display, we decided to go with mannequins of similar style. This limited the amount of mannequins in the display to 2 female ones. We also tried to add a male mannequin to the display as Maru had expressed the fact that they wanted to advertise their male selection. However, we couldn’t balance the said mannequin to the display. Instead we styled it according to our theme and placed it at the entrance.

As a detail in the display, we added a mother’s day card and gifts on a table. This also created a funcional display setting for the YO ZEN jewellery that Maru has in their selection. We also displayed some of YO ZEN earrings on a mannequin. These choices were based on Maru’s wishes to advertise the said brand.

Maru’s display – Before
Maru’s display – After
Maru’s display – details
Maru’s display – details

All in all, I enjoyed creating the display. If I had the chance, I would’ve improved the lighting to make it pop out more. I also would’ve loved to include the male mannequin to the display. The addition of the male mannequin would’ve created a whole different setting and answered to our clients wishes better.

SS17 Bomber jacket

One of the trend items for this season is the bomber jacket. Especially in the shade of dusty green, pink or peach. While shopping, I noticed that pretty much every retail store in Jyväskylä carries a version of the jacket in their selection. Customers can go through different stores looking for a jacket with the design, material and details that fit their needs – and price range.

bobmer SS17
SS17 Bomber jacket – from left upper row to right bottom: H&M, VILA, Gina Tricot, BikBok & Cubus

Originally, the bomber jacket was designed as work wear for aviators. The jackets were designed as warm and functional outerwear the aviators could comfortably wear in the cockpit. The bomber jacket’s design evolved as new needs were discovered and new, man-made materials were developed. Consideration of water resistance, battle situations and functionality created new elements to be considered in the designs. The first bomber jackets used leather and wool as they were seen strong and warm materials, but through the years the designs became lighter.

Kuvahaun tulos haulle A2 bomber jacket
1920’s bomber jacket – photo from Gentleman’s Gazette

During the 50’s the designs especially started to change. Up until then the bomber jackets were strictly military wear, but during the 50’s consumers started to adapt them in their everyday life. Because of this, designs that suited consumer needs were developed. Since consumers weren’t engaging in air battles, the designs adapted for consumers didn’t have to be as functional as the designs meant for military use. This allowed for a wider selection of materials to be used.

From 60’s to 80’s the bomber jacket became a trend item for the first time. It was especially adapted by the punk movement an the skin heads. Ironically, they used it in their rebellious looks – a jacket that was originally designed for the military. The bomber jacket also became a symbol of rebellion in the Asian fashion scene. Because of this the symbol of rebellion is attached to the bomber jacket.

Kuvahaun tulos haulle punk movement
Punk movement – photo from Flickr

The current trend designs are more feminine. For the last few seasons, trend forecasts have featured the elements of gender boundaries fading, appreciation of the past, recycling, and meaningful designs. In order for consumers to make a purchase decision the elements and meanings behind a product are emphasized. Products need to “do good”.

The use of faded colours in the current designs is a reference to the trend of recycling. The use of faded colours in designs can be seen widely in current retail selections. Especially faded green and pink. This can be referenced to Pantone’s Colour of the Year for last year and this year. Though, Pantone doesn’t dictate what colours are trendy for a season; they analyze and forecast what colours represent the zeitgeist. Same with trend forecasts. Last year, for the first time, Pantone’s Colour of the Year consisted of two colours – as a representation of the fading gender boundaries.

The mixture of the historically masculine bomber jacket and traditionally feminine colours gives a reference to the fading gender boundaries in today’s society. The resurface of a design that has a strong historical background also gives reference to the “meaningful designs” trend forecast. Consumers attach meanings and ideas to the design. Because of the bomber jackets history with the military and the punk movement, meanings of both rebellion and conformity can be attached to it.

Note: this is my analysis of the SS17 bomber jacket trend. I’m not a product developer nor a trend forecaster. So, see this as an outsider’s view. Let me know your thoughts in the comments.

Fashion leaders

Fashion leader is a term greatly associated with the forming of trends. Fashion leader is an individual whose fashion choices and opinions about trends affect the public’s fashion choices and opinions. When an individual sees a clothing item on a person whose opinions they value, they feel more inclined to buy the item for themselves. Of course, a fashion leader has a broader reach than your sister or a friend.

A great example of a fashion leader is Queen Victoria. When she married Prince Albert of Saxe-Coburg and Gotha in 1840, she chose to wear a white wedding dress. This was unusual at the time. Most wedding dresses were pale blue, as it complimented the admired, pale skin. After the public saw her in a white wedding gown, the demand for white wedding dresses sky rocketed. The modern day white wedding dress culture of the western world is credited to Queen Victoria, though she wasn’t the first one to wear a white wedding dress.

Queen Victoria’s wedding dress. She set the fashion for white bridal gowns, which has continued to this day.:
Queen Victoria’s wedding dress – photo from Pinterest


Queen Victoria isn’t the only royal fashion leader. Royalty has an image of class and sophistication making it easy for them to become something yearned by others. Princess Diana was very influential in the 80’s up until her death. She was considered youthful, modern and classy with her outfits. Another good example of a modern day royal fashion leader is the Duchess of Cambridge. The duchess and princess Diana are often compared to each other.

Political figures

The Kennedys and the Obamas both represent political figures that have become fashion leaders. Hats were an essential in men’s wear up until JFK chose not to wear one to his inauguration, and Jackie’s pillbox hats were iconic. The Obamas have been actively involved in social media making them seem friendly and approachable modern day political figures. Michelle’s outfit choices are frequently praised by the media.


The Parisian designers used to dictate fashion, as everything was made to order. Dressmakers would go to Paris to see the newest designs of the season. The Parisian designers would sell sample pieces to these dressmakers at a higher price, as they knew that the designs were bought to be copied.

As the ready to buy clothes started emerging, the influence of the designers started to fade. These days, trends can start from anywhere. No one decides what is trendy or what is going to be the “it”-product of the season. The looks and designs that are adapted by the consumers become trends. But marketers try to determine what designs and looks will have demand through colour and trend forecasts.

The designers remain fashion leaders even if their role isn’t as impactful as it used to be. They create looks for the consumers to judge. If the designer manages to capture the zeitgeist in their designs, it can become an instant hit. Good examples of these are Coco Channel’s little black dress and the New Look by Christian Dior.

Christian Dior's New Look, 1947 #happybirthdaydior:
The New Look by Christian Dior – photo from Pinterest


Before 1980’s models were just mannequins wearing a dress. But Nowadays the models themselves have become sought after fashion leaders. They create an image for themselves that brands use to enforce their own brand image. Naomi Campbell and Linda Evangelista were one of the first supermodels, paving the way for the modern-day celebrity status of models. Good examples of current models as fashion leaders are Gigi Hadid and Kendall Jenner.

Gigi Hadid and Kendall Jenner street style - out and about shopping in plain shirts and high waisted jeans!:
Gigi Hadid & Kendall Jenner – photo from Pinterest

Actors & Actresses

Actors and actresses have had an influence on fashion since the movie industry began. The sculptured platinum blond hair of the 1930’s was made popular by actresses like Jean Harlow; the hair was sculptured and dyed that way so that the cameras of the time could capture it clearly in the moving pictures. The Sabrina neckline was made popular by Audrey Hepburn. She wore a dress designed by Givenchy in the movie Sabrina with the mentioned neckline.

The little black dress by Hubert de Givenchy that Audrey Hepburn wore in "Sabrina," with Humphrey and William Holden:
Audrey Hepburn in Sabrina – photo from Pinterest


Celebrities in general have a great influence on other people’s opinions about trends. Actresses were the first celebrities to achieve a fashion leader status, but as the entertainment and marketing businesses grew, the variety of different kinds of celebrities expanded. Musicians, singers, tv-stars, hosts and celebrity figures have their audiences that they appeal to. The emergence of social media has created new kinds of celebrities: social media stars.


Fashion isn’t something that everyone is interested in. These individuals dress in what they feel comfortable in regardless of the situation. But figures who don’t care about fashion can still become fashion leaders. They create a large audience for themselves through their efforts and are considered to have attributes to seek after. These individuals include developers, engineers, writers and company owners. Mark Zuckerberg, the co-founder of Facebook is an example of no-fashion fashion leader.

Exchange period in Toronto

As a part of my studies I completed an exchange period in Humber College’s fashion institute in Toronto in the autumn of 2016. It was the first time I got a taste of living abroad and I loved every second of it. When it was time to leave, I tried to change my flight to prolong my stay. Unfortunately, that would’ve been too expensive for a student like me.

All the buildings, cars, landscape, culture and people were different from what I was used to. In 2015 Finland had the total population of 5,4 million people (Population). In the same year, Toronto alone had a population of 6,0 million people (Toronto population). It was the first time I had ever been to a city that big. I was going to live there for 4 months and I had so many things to learn and to do.

It took an hour for me to go from my school to the city centre by public transportation. It was insane to me how one city could have such a big radius. For the first time, I understood why in the movies the actors would refer to their location by: “at the corner of X and Y”; the streets were straight, at a 90-degree angle against each other and stretched out for multiple kilometers. Saying that you were on Queen street for example could refer to different locations on a 6-kilometre street.

The subway


One of the best decisions I made regards to my exchange period was contacting the list of people who had been on an exchange period in Finland, prior to my arrival. There was an event I wanted to attend on the second weekend of my stay, so I decided to look for someone to go there with. One of the students arranged for me to attend the event with her friends and I am ever grateful to her. I made a valuable group of friends whom I ended up hanging out with all the time during my stay.

My exchange period was filled with new experiences. I decided to go by the principle “if someone asks me out, I’ll go”. Because of this I was able to make the most out of my stay in Toronto. With the exchange students I’d go to parties and the trips arranged by the international centre. With my Canadian friends I would go to a lot of birthday parties, eat delicious food and get to know their favorite spots.

I also had the opportunity to go on dates. In my opinion it is one of the best ways to get to know a city. Everything is new to you, so coming up with date ideas isn’t hard. Your partner is more than happy to show you their world. Instead of going to the typical tourist locations you’ll get to know the spots the locals love.

Photo by Valerie Remizova


One of the reasons I wanted to go abroad was the opportunity to learn more about my field. The courses my school offers about fashion business are limited. I wanted to make the most out of my studies and to me, going on an exchange period was crucial. Especially since I aim to work abroad.

My home school is focused on the business side of fashion, but I felt like at Humber I was able to touch more on the visual side of things.

Humber’s fashion institute has a display window at the front of the building that always has an eye catching display on it. The students design and create a visual concept for the display every 1-2 months. The creation of the displays gives the students an opportunity to learn more about project management, collaboration with local businesses and visual marketing. The outcomes were beautifully thought out displays that showed the passion of the students.

You can see the window displays here

In the fashion institute, students also get to create visual store designs. Students create miniature stores out of cardboard and figure our how to decorate the store, where the products are located, how the display is decorated and where the fitting rooms are. This gives the students an opportunity to see how the ideas they have, work in practice.Plus they make adorable doll houses for kids to play with. I did take some photos of these, but I can’t show them as they might be used in future store designs.

Another way Humber touches on the visual side of fashion business is by making students create mood boards as a visual support for their presentations. While designing a mood board, the student needs to take into consideration how the viewers eyes travel across the board. There needs to be a reason why the mood board is created in a certain way. I very much enjoyed creating the mood board. It was an opportunity for me to personally create something visual as a part of my studies. I was very pleased with the results, but it might be obvious to some of you that it was my first time doing something like this.

Design Matters A/W 2017 moodboard

The fashion institute also gives the students an opportunity to accumulate experience through trade shows. One particular course required students to attend a trade show, pick 2 booths from there and assess their marketing strategies. The fashion institute regularly organizes their own trade shows, where the students have an opportunity to show case their own products and companies.

I was able to learn about subjects that are not taught at my school, such as fashion history and colour & trend forecasting. Because the subjects are linked to each other, it was interesting to learn about them. Learning about one of the subjects supported the learning of the other subject and increased the depth of my understanding. One can’t make colour & trend forecasts without understanding fashion history and comparing the present zeitgeist to past ones. These are some of my favorite courses I have taken throughout my studies and it amazes me that such an important topics are not a part of my schools curriculum.

Being in Toronto allowed me the opportunity to be surrounded by all the different sides of fashion business. The malls were filled with high and medium quality brands, the city had modeling agencies, advertising companies, trade shows and expos and I could see different kinds of advertising campaigns all around me. The streets were filled by guerrilla marketers at night, handing out free passes to their clubs. By being in Toronto I got a better understanding what fashion business is like there, the magnitude of it. But as a student, the parts i was able to see were limited.

I feel that the time I got to spend in Toronto was too short. I envy those friends of mine who are staying in the city under international study programs. I hope to return to the city  to live and to work.

Mango A/W 2015

As an assignment for the Retail Selection Planning course in JAMK, we created a selection for a store on an upcoming season. The selection was to consist of 15-20 products. While creating the selection, we needed to have basis for the depth and width of it as well as the brands and products used. My group chose to do the selection for Mango in the A/W 2015 season. The other group members were Satu Piippo and Tarja Olli.


Mango tries to be up with the current trends. Mango sends scouts to fashion shows to re-create the looks under their own, private label brands. In order for the products to be legally sold in their selections, Mango’s recreations need to have at least 15 differences to the original product. In the past, Mango has had to re-call some of their products, because they were too similar to the original ones.

Creating the selection

We used WGSN’s trend forecasting services as a reference for the trends of the season. Other sources we used while creating the selection were Mangos current selection, Mango’s fashion show for that specific season and the quality and price levels of Mango’s products.

According to WGSN, some of the key materials for A/W 2015 season were leather and mocha. The clothes were preferably loose and the sheerness of the fabrics continued as a trend. In the patterns, geometric prints were preferred. Three dimensional properties in decorations started to rise and could for instance be seen in fringe and feather decorations.

Selection for Mango A/W 2015

Our selection for Mango

Our selection consisted of 19 products. in the selection, we chose to use New Look’s, Zara’s, River Island’s and Style Moi’s brands. We felt like the quality and the price levels of the products suited those of Mango’s. The stores also have the same customer segments, which meant that they could appeal to Mango’s consumers as well. Zara is also Mango’s biggest competitor, which made it a good choice as one of the brands used.

In our selection, it was important to us that the products could be combined together in a variety of different ways to create different kinds of looks. We also wanted the selection to be clear and balanced. As we created the selection for a Mango store in Finland, we decided to include a total of three jackets in the selection.

Our jackets vs Mango’s jackets

The selection of blouses was the most colourful part of our selection. We wanted them to enable the combination of different kinds of looks in the selection. All the blouses were loose and mostly of sheer fabrics as per the trend forecast. The mustard and red coloured blouses were chosen due to the colour forecast for the season.

Our blouses vs Mango’s blouses

Loose cardigans with a fringe hem were one of the key trend items of the season, so we decided to include two of them in our selection. To give some structure for the selection, we decided to add a blazer to it. Stripes weren’t a trend pattern according to WGSN, but we wanted to include a striped cardigan as we noted that Mango had a lot of striped items in their own selection for the season.

Our cardigans vs Mango’s cardigans

As the selection was for a Mango store in Finland, we tried to keep the dresses and skirts  to a minimum. We did however decide to add one mocha skirt and a print dress to the selection. The mocha skirt was one of the key trends of the season, so we didn’t want to ignore it. The decision to add the print dress came from Mango’s own selection.

Our bottoms vs Mango’s bottoms
Our dress vs Mango’s dresses

Mango had a lot of white products in their fashion show for the season, so we decided to add 3 white products to the selection. The black straight pants were added, because they gave a bit of an uplift to the selection and were a key element in making the selection multi functional.

To make the selection complete, we added two bags and two pairs of shoes to it. Both of the bags had the fringe details that were in the trend forecast. We decided to add to the leather and metal trend of the season with the selection of the shoes and the materials for the bags

Our bags and shoes vs Mango’s bags and shoes

Example outfits from the collection

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All the product pictures are from Mango, Newlook, Style MoiRiver Island

Studies in JAMK


My sister suggested that I should start off by telling you guys a little about my studies. You will learn more about them as the posts start accumulating. But for now, I figured I’d tell you about the structure of my studies.

I already mentioned that I’m doing my studies at a faster pace than normal. It’s something I had to do due to my circumstances, but I think that it has made my studies more fulfilling. Because of it, my first year of studies wasn’t limited to the basic business studies that everyone has to go through. I was able to start learning about fashion business right off the bat. I was glad. I was done waiting around as I had found the right field for me.

My teacher and seniors told us that we should take a maximum of 1 or 2 courses on top of our basic courses during our first year, as studies would get tough. Luckily I didn’t get scared off by them; I managed to complete over half of my studies during my first year. Considering that I barely made enough credits to receive my student welfare during my physics studies, it felt surreal.


The studies in JAMK are divided to basic studies, career studies, elective studies, internship and thesis. As a part of career studies, students must do projects. The career studies give the students an opportunity to specialize in different fields of business like finance, sports, brands or fashion. The students can specialize by selecting the courses that interest them or by passing an interview for specializing class. The difference is that a specializing class has to have a certain amount of study credits from the field they’re specializing in. In addition to that, their project’s and thesis’ topics need to address their field and at the end of their studies they get a certificate stating the field they specialized in.

Last year ten students were selected for the class specializing in fashion business and I was fortunate enough to be one of the selected few. My advantage was that I was two years older than most of the applicants. While they were still trying to figure out what they wanted to do, I knew that this was where I wanted to be.

It’s probably obvious, but most of my career studies have dealt with fashion business, retail and international business. I’ve also taken a few courses about sales and management. Some of my favourite courses in JAMK have been Product Know-how in Fashion Retail and Retail Selection Planning. They were my first two courses focusing on fashion business. I’ll write about some of the assignments in these and other courses later on.


I’m currently at the stage of my studies where I’m working on my projects and my thesis. It’s a hectic time in my life, yet I decided it was the perfect time to start a blog.

As I am a fashion class student, all my projects and my thesis deal with fashion business. I’m currently working on four different projects and they all deal with different sides of fashion business. I’m doing research for a fashion show and a trade show, I’m creating a marketing and a business plan for a clothing artisan and I’m a part of a team creating a flag ship store for a clothing brand.

The projects are a valuable way for students to accumulate experience in their fields. It’s a chance for them to network and promote themselves for potential employers. They also allow the students to learn about project skills, time management, doing research and answering to client needs.

The last stage of my studies will be my internship. In JAMK, you can do your internship whenever it suits you. I arranged my studies so that I would be done after the internship. I want to do it abroad and hopefully continue to work in the company after its over. Then, I’ll say goodbye to living in Finland. Maybe for good.

Why Fashion Business?

I feel like in Finland, fashion business isn’t advertised as a career option as well as it should be. Fashion business is a huge driving factor in the world economy. Because of things like obsolescence factor and new trends, fashion keeps changing, creating new needs, new looks to buy. The global apparel market is valued at 3 trillion dollars, 3,000 billion, and accounts for 2 percent of the world’s GDP (Fashion United).

One of the major misunderstandings people have my studies, is what they actually entail. When I say that I study fashion business, the usual responses are: “you must hate me because of what I wear” or “oh, so you can give me styling tips then”. These are unfortunate misunderstandings. The focus of my studies is in the business side of fashion. I’m taking courses about marketing, advertising, wholesales sales management, fashion history, color and trend forecasting for instance. I do know about styling people, because it is useful knowledge in my field, but it is not the focus of my studies.

During my high school years, I wasn’t aware that you could study fashion business or what a career in fashion business entailed. After studying physics for two years while aiming for med school, I realized that I didn’t even want to be a doctor. Up until then I hadn’t understood that your values and goals in life may change. You shouldn’t let the rest of you life be determined by what you valued as a kid.

I started analyzing myself: what do I want to do, what are my values, what are the risks I’m willing to take etc. I found out a lot of things about myself during that time, but two of them are relevant at the moment: A. I didn’t want to limit my life by the boarders of Finland and B. fashion business was what I really wanted to study.

Finding a school that had a fashion business program wasn’t too easy. The options are limited in Finland. I ended up choosing between Jyväskylä University of Applied Sciences and Aalto University. Other options I had, were international, but I felt like it was important for me to learn the basics in Finnish first. My knowledge in molecular structures and evolution ecology didn’t really offer me an advantage when it came to business studies.

Unlike with my physics studies, I had a clear understanding of what I wanted to achieve. Before my studies even started, I had made a plan for the structure of my studies. I had to graduate at a faster pace than normal, I wanted to include an exchange period to my studies and I wanted to do my internship abroad as the last stage of my studies. That way I could hopefully continue working abroad in the company I’d do my internship with.

I can see the difference in my motivation levels all the time when I compare my previous studies to my current situation. I love what I’m doing and I’m constantly looking for new opportunities to broaden my knowledge about fashion business.