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UW Retail Trends in Europe

A woman is examining a piece of white fabric with a colorful pattern. She is surrounded by racks of clothing on hangers of all different colors and patterns.
A high-up view of a city with buildings and trees of many different shapes and sizes. The Eiffel Tower is visible in the distance.
Two people are in a white room, standing behind a table with boxes on it. One person is typing on a computer, and the other is folding a yellow striped shirt and placing it in a box.
A group of students with backpacks are walking down a street with many pedestrians walking towards them. An extravagant palace and tall clocktower is visible in the background.

This program will not run in Summer 2026. Visit the UW Retail Trends in Japan program for a similar option for Summer 2026.

Multiple, Multiple

Limited Capacity Program: This program can accept a limited number of students each term. In the past we have received more qualified applications than available spotsReview of applicants is based on these criteria. You may only have one application per term, however, please have an alternate program in mind in the event that you are not accepted to this program.

Study trend tracking and retail forecasting in the fashion-forward landscape of Europe. On this program to London and Paris, you'll explore product life cycle trends, fashion theories, and cultural influences that drive consumer choices. Through class excursions and discussions, you'll reflect on Europe's influence on American retail and put your newfound knowledge to the test by translating your trend analysis and predictions into actionable strategies for a domestic retailer or brand. The program is designed to broaden your understanding of global retailing and Europe's influence on consumer trends.

This unique opportunity to learn and apply the knowledge and skill for fashion trend forecasting in the marketplace in fashion capitals such as London and Paris provides a unique yet practical laboratory.

While in London, we will investigate product offerings at higher-end department stores such as Selfridges and Harrods as well as countless specialty boutiques for a glimpse of what's to come in the world of fashion.  While in Paris we will explore the iconic Galeries Lafayette, Printemps, and of course, the Champs Elysees and many other influential places as well.  Trend forecasting companies in both cities will share their insights with students during field trips and presentations.  

It won’t be all work as we will have many cultural activities to truly immerse ourselves in the city.

Learning Objectives

We have overall Goals and Expectations for Study Abroad Participants, covering the personal, academic and professional aspects of study abroad. Additionally on this program, you can:

  • Understand and track trends impacting consumerism of products and services
  • Understand fashion theories and product life cycle theories
  • Understand the cyclic nature of products and trends identifying products and trends at the various stages of the life cycle curve
  • Identify and use market sources for trend information
  • Know strategies for identifying & forecasting trends, the globalization of trends and the analysis and incorporation of trend data into product design and development
  • Recognize, track and apply demographic, lifestyle, and psychographic factors that affect consumerism
  • Identify and explain macro trends; identify existing micro trends influenced by macro trends; forecast future micro trends to develop
  • Demonstrate this above knowledge in a final research project exhibiting why current trends exist and forecast future consumer trends

Diversity & Inclusion

We are committed to providing quality study abroad and domestic study away programs for every UW-Madison student. We work strategically to identify, address, and remove barriers that may prevent participation and to provide a welcoming and inclusive environment for students. Our staff actively engages with students, faculty, and staff from diverse backgrounds and prioritizes the continuous development of our knowledge and cultural competence. We also recognize the importance of increasing access to study abroad for historically underrepresented student populations. We are committed to diversity and inclusion so that every student can engage with and understand their identity through a new lens and continue to develop and make progress on their personal, professional, and academic goals.

Sustainability

We recognize that the future of study abroad, domestic study away, and international internship programming requires a Commitment to Sustainability. We are devoted to examining, developing, and improving sustainability in all our endeavors, aligning with campus priorities and following through with UW-Madison's climate action and Resilience Commitment. Join our efforts and learn more about how to study abroad sustainably.

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Eligibility

  • Preference is given to students with a declared Consumer Behavior and Marketplace Studies major.
  • Program is open to graduate students pursuing a MS in Human Ecology with a focus in Consumer Science.
  • 2.0 cumulative GPA
  • Pre-requisite required: CNSR SCI 257
  • Freshman, Sophomore, Junior, Senior, Graduate Student
  • Open to UW-Madison degree-seeking students only
  • Good academic and disciplinary standing
  • At the time of application and the semester prior to participation, UW-Madison students must be currently enrolled. Transfer Students to UW-Madison need to be currently enrolled at their home institution

Advising Location

Program Structure

UW Signature

Subjects

Consumer Behavior, Marketplace Studies

Classroom Language

English

Housing

Hotels

Program Duration

Summer (3 weeks)

Summer 2025: May 10-14 (online learning); May 16-27 (onsite)

Application Deadline(s)

Summer 2025 1/3/2025 Cost Details

Future durations will be posted at a later date.

APPLY NOW

 

Students will spend several days leading up to departure in online coursework to prepare for the experience abroad. This may include discussions, quizzes, and projects.

Students will receive 3 credits in Consumer Science 567 (Prerequisite: CNSR SCI 257)

Check out what to expect day-to-day.

Course Equivalents

Use the links below to see a list of courses that past students have taken on this program and the UW equivalents. Note: This list only includes pre-approved courses for your program and may not be an exhaustive list of courses, departments or equivalents. Courses may not be available the semester you are abroad. You will receive instructions on the course equivalent process after acceptance. View Course Equivalents

Program Leader

Program leader photo placeholder

Murray

Teaching Professor, Consumer Science

Learn about Murray here.