From Milledgeville to Manhattan: GCSU students step into the fashion world of merchandising and retailing

What does it feel like to walk into a luxury bridal salon in midtown Manhattan and realize the concepts you studied in class are unfolding right before your eyes? For a group of marketing, management and mass communications students from Georgia College & State University, this was exactly their experience this summer.

From May 31 to June 5, 2026, students from the J. Whitney Bunting College of Business & Technology traveled to New York City for an immersive study away program led by Associate Professor of Marketing Dr. Whitney Ginder and organized in partnership with Banson NYC. Moving through Manhattan's most dynamic retail and fashion spaces, they learned first-hand from corporate showrooms, design studios, retail stores and had real conversations with the industry leaders behind some of the world's most recognizable brands. Ginder was inspired to lead this trip. 

“I was inspired to create this study away experience because of my professional background in the fashion industry and desire to provide our students with the opportunity for hands-on learning that simply can’t take place in the classroom,” she said.

Learning to See the Industry Differently

The week began with a comprehensive exam, a professional seminar on workplace etiquette and a retail assortment planning and buying workshop before their first corporate visits. At Suitsupply's SoHo headquarters, students participated in a hands-on styling workshop and sat down with brand leadership to discuss an unconventional business philosophy. The brand does not rely on paid advertising but instead believes in word-of-mouth credibility.

"One aspect that stood out to me was that Suitsupply does not rely on paid advertisement," reflected student Chloe Sherrill. “The brand's guiding principle is that it's not what you make, it's what you save.” 

This conversation reframed how students thought about vertical integration, cost management, profitability and brand equity.

At Mega Mega Projects, a multi-line jewelry showroom and public relations agency, students saw a similar philosophy at work. Here, organic relationship-building and authentic storytelling are used rather than traditional campaigns. These aren’t abstract strategies, but instead are businesses thriving on these models. In a world of paid advertising, it led to great conversations among the students.

The Human Side of Retail

Not every lesson came from a corporate office. Some of the most memorable moments of the trip were the ones that reminded students why the fashion and retail industries matter to people.

“We visited Kleinfeld Bridal, where we learned firsthand about the concept on enclothed cognition," Samantha Sibly said. "Hearing how Kleinfeld uses this concept to help brides feel as confident and beautiful as they look was a powerful reminder of the emotional connection people have with fashion.” 

Enclothed cognition is the idea that the symbolic meaning of what we wear shapes how we think and feel about ourselves.

At Hania New York, a luxury knitwear brand, the lesson shifted to community and craft. Students learned about the brand's deep investment in local artisanship and its commitment to philanthropy through their non-profit programs.

"Gaining direct exposure to the New York fashion market offered valuable insight into modern retail strategies and brand marketing," said student Isabella Rewis.

Students also experienced visits to In Style USA, the New York Embroidery Studio, Autumn Communications, The Metropolitan Museum of Art and Nordstrom’s NYC flagship store. At the SAP Experience Center, students observed AI-powered shopping assistants in action, explored data-driven supply chain management and traced the full journey of a sustainable merchandise line from sourcing to sale.

More Than a Trip

"I'm grateful for the opportunity to learn from industry leaders and gain new perspectives," Sibly said. "I can apply these insights both academically and professionally."