Art and Design

Master of Arts in Fashion Merchandising

The Master of Arts in Fashion Merchandising at Maseno University is a two-year postgraduate programme offered by the School of Arts and Social Sciences. It combines creative fashion knowledge with commercial and business acumen, preparing graduates for leadership roles in the fashion and retail industry in Kenya and globally.

The programme bridges the gap between fashion design and business management, covering fashion buying, merchandising strategies, retail management, supply chain logistics, and consumer behaviour analysis. Students develop expertise in trend forecasting, visual merchandising, brand management, and fashion marketing.

Core areas of study include textile science, apparel product development, fashion retailing, fashion entrepreneurship, and sustainability in fashion. The curriculum integrates theoretical knowledge with practical applications, preparing graduates to navigate the evolving fashion industry landscape in East Africa and beyond.

Students engage with contemporary issues in fashion including e-commerce, digital merchandising, sustainable fashion practices, and the growing influence of African fashion on global markets. Research methodology and a thesis component enable students to conduct original research contributing to fashion merchandising scholarship.

The programme is delivered through full-time and part-time modes at both the Main Campus and Kisumu Campus, accommodating working professionals in the fashion and retail sectors. Teaching methods include studio work, case studies, industry projects, and seminars fostering practical engagement with fashion business challenges.

Graduates are prepared for roles in fashion buying, retail management, brand management, visual merchandising, fashion marketing, and fashion entrepreneurship. The programme's accreditation by the Commission for University Education ensures recognition across Kenya and the wider East African region.

Skills Required

Fashion Merchandising
Retail Management
Fashion Buying and Planning
Trend Forecasting
Visual Merchandising
Fashion Marketing
Brand Management
Textile Science
Supply Chain Management in Fashion
Fashion Entrepreneurship

Key Subjects

Fashion Merchandising and Buying
Retail Management
Textile Science and Fabric Technology
Fashion Marketing and Branding
Visual Merchandising
Consumer Behaviour in Fashion
Fashion Entrepreneurship
Supply Chain Management in Apparel
Trend Forecasting and Analysis
Sustainable Fashion Practices

Certifications

Textile Institute Chartered Membership
Council of International Fashion Designers Certification

Specializations

Fashion Buying and Merchandising

Focuses on the buying process, assortment planning, pricing strategies, and merchandise management for fashion retail operations.

Retail Management

Covers retail operations, store management, customer experience design, and omnichannel retail strategies in the fashion sector.

Fashion Marketing and Branding

Examines fashion brand management, marketing communications, digital marketing, and consumer behaviour in the fashion industry.

Visual Merchandising

Focuses on visual presentation techniques, store layout design, window displays, and creating compelling visual narratives for fashion retail.

Sustainable Fashion

Addresses sustainability challenges in the fashion industry, including ethical sourcing, circular fashion, and sustainable production practices.

Fashion Entrepreneurship

Covers business planning, fashion venture creation, brand development, and entrepreneurial strategies for fashion industry startups.

Textile and Apparel Product Development

Focuses on textile science, apparel design processes, product development cycles, and quality control in fashion manufacturing.

Digital Fashion and E-Commerce

Examines e-commerce strategies, digital merchandising, social media marketing, and technology applications in the fashion industry.

Duration: 2 years
Public, up to: Ksh 118,350
Private, up to: Ksh 247,400
Job market: Moderate

The programme

What you study, how long it takes, and how it is delivered.

Practicalities

Study mode: Full-time, Part-time, Online
Attachment: 0 months
Average class: 15 students
Award: Masters

What you study

10 subjects

Fashion Merchandising and Buying
Retail Management
Textile Science and Fabric Technology
Fashion Marketing and Branding
Visual Merchandising
Consumer Behaviour in Fashion
Fashion Entrepreneurship
Supply Chain Management in Apparel
Trend Forecasting and Analysis
Sustainable Fashion Practices

Modules

11 in the programme

Fashion Merchandising and Buying
Year 1Semester 13 creditsCore
Covers the fashion buying process, assortment planning, pricing strategies, and merchandise management for retail operations.
Retail Management in Fashion
Year 1Semester 13 creditsCore
Examines retail operations, store management, customer experience design, and omnichannel retail strategies in the fashion sector.
Textile Science and Fabric Technology
Year 1Semester 13 creditsCore
Covers textile fibres, fabric construction, dyeing and finishing processes, and quality assessment for fashion merchandising applications.
Fashion Marketing and Branding
Year 1Semester 23 creditsCore
Examines fashion brand management, marketing communications, digital marketing strategies, and consumer behaviour in the fashion industry.
Visual Merchandising
Year 1Semester 23 creditsCore
Covers visual presentation techniques, store layout design, window displays, and creating compelling visual narratives for fashion retail spaces.
Research Methods in Fashion
Year 1Semester 23 creditsCore
Develops research skills for conducting original research in fashion merchandising, including market research methodologies and data analysis techniques.
Consumer Behaviour in Fashion
Year 2Semester 13 creditsCore
Examines consumer decision-making processes, fashion adoption behaviour, and cultural influences on fashion consumption patterns.
Fashion Entrepreneurship
Year 2Semester 13 creditsElective
Covers business planning, fashion venture creation, brand development, and entrepreneurial strategies for fashion industry startups.
Sustainable Fashion Practices
Year 2Semester 13 creditsElective
Addresses sustainability challenges in the fashion industry, including ethical sourcing, circular fashion, and sustainable production practices.
Trend Forecasting and Analysis
Year 2Semester 13 creditsElective
Develops skills in identifying, analysing, and forecasting fashion trends using quantitative and qualitative methods.
Master's Thesis
Year 2Semester 212 creditsCore
Original research project investigating a fashion merchandising topic, demonstrating scholarly competence and contributing to the field.

Specialisations

Fashion Buying and Merchandising
Focuses on the buying process, assortment planning, pricing strategies, and merchandise management for fashion retail operations.
Retail Management
Covers retail operations, store management, customer experience design, and omnichannel retail strategies in the fashion sector.
Fashion Marketing and Branding
Examines fashion brand management, marketing communications, digital marketing, and consumer behaviour in the fashion industry.
Visual Merchandising
Focuses on visual presentation techniques, store layout design, window displays, and creating compelling visual narratives for fashion retail.
Sustainable Fashion
Addresses sustainability challenges in the fashion industry, including ethical sourcing, circular fashion, and sustainable production practices.
Fashion Entrepreneurship
Covers business planning, fashion venture creation, brand development, and entrepreneurial strategies for fashion industry startups.
Textile and Apparel Product Development
Focuses on textile science, apparel design processes, product development cycles, and quality control in fashion manufacturing.
Digital Fashion and E-Commerce
Examines e-commerce strategies, digital merchandising, social media marketing, and technology applications in the fashion industry.

A day as a student

A typical day involves attending lectures on fashion merchandising, retail management, or textile science at the School of Arts and Social Sciences. Students engage in studio work creating visual merchandising displays, analyse case studies of fashion retail strategies, and participate in group projects on trend forecasting and brand management. Those in the research phase spend time conducting market research, analysing consumer behaviour data, and working on their thesis under faculty supervision.

The trade offs

In its favour

Unique programme combining fashion knowledge with business and merchandising skills, addressing a gap in Kenya's fashion education landscape.
Offered at Maseno University, a public university with competitive fee rates compared to private fashion institutions.
Available in full-time, part-time, and e-Campus modes, accommodating working professionals in the fashion and retail sectors.
Kenya's fashion industry is rapidly growing with increasing demand for qualified merchandising professionals in retail, e-commerce, and manufacturing.

Against it

Only one institution in Kenya offers this exact programme, limiting choice and geographic accessibility.
Detailed curriculum modules are not publicly available on the university website, requiring prospective students to contact the department for full syllabus information.
Fashion merchandising is a relatively niche field in Kenya, with career opportunities concentrated in Nairobi and major urban centres.
Limited industry partnerships and internship opportunities compared to established fashion schools in Europe or North America.

What it costs

Tuition at both ends of the market, and how to pay for it.

What it costs, and where

Against 73 art and design courses

Public118k to 118k

118k at Maseno University118k at Maseno University

Private161k to 247k

161k at KCA University247k at Daystar University

Annual tuition in Kenyan shillings, rounded. The upright tick is the median for this field, so a bar sitting entirely to its right is an expensive programme by the standards of its own subject.

The fine print

Maseno~~118K/yr(yumpu,old struct).Priv:Daystar~~247K/yr(daystar.ac.ke)

Funding options include HELB postgraduate loans for Kenyan students, Maseno University postgraduate bursaries for demonstrated financial need, and the MasterCard Foundation Scholars Programme for academically talented Africans.

Funding options

HELB Postgraduate Loan
Maseno University Postgraduate Bursary
MasterCard Foundation Scholars Programme

Scholarships

3 recorded

HELB Postgraduate Loan
LoanKsh 200,000Kenyan
Kenyan students pursuing postgraduate studies at recognised universities.
Maseno University Postgraduate Bursary
ScholarshipKsh 50,000Kenyan
Postgraduate students demonstrating financial need at Maseno University.
MasterCard Foundation Scholars Programme
ScholarshipKsh 400,000
Academically talented young Africans facing economic, social, or institutional barriers.

Getting in

The grades, the alternatives, and who accredits the award.

What you need

KCSE mean grade: N/A (Postgraduate)
Alternative entry: Holders of a Postgraduate Diploma in a relevant field with at least one year of experience may be considered. The University Senate recognises equivalent qualifications from accredited institutions.

How you are assessed

4 components

Continuous Assessment Tests
Coursework40% of the mark
CATs, studio projects, case study analyses, and group assignments conducted throughout each semester.
Final Examination
Examination60% of the mark
End-of-semester examination covering all module content, including essay questions and practical merchandising scenarios.
Master's Thesis
Research100% of the mark
Original research project assessed through written submission and oral defence, demonstrating scholarly competence in fashion merchandising.
Studio and Practical Projects
Coursework30% of the mark
Practical projects including visual merchandising displays, merchandise plans, and fashion brand strategies assessed through portfolio submission.

Accreditation

Accredited by the Commission for University Education (CUE), ensuring recognition across Kenya and the wider East African region. The programme is offered by the School of Arts and Social Sciences at Maseno University.

Accredited by

Commission for University Education (CUE)
Academic accreditationRequired
Statutory accreditation for all Kenyan universities and their degree programmes.
Textile Institute
Professional certification
Global professional body for textiles, clothing, and footwear. Chartered membership recommended for professional practice.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

6 roles

Fashion Merchandiser
Moderate demandKsh 50,000 to Ksh 160,000
Manages merchandise selection, pricing, and inventory for fashion retail operations. Average salary approximately KES 102,000 per month in Kenya.
Fashion Retail Manager
Moderate demandKsh 60,000 to Ksh 180,000
Oversees retail store operations, staff management, and customer experience in fashion retail outlets and department stores.
Fashion Buyer
Moderate demandKsh 70,000 to Ksh 200,000
Selects and purchases merchandise for retail fashion businesses, analysing trends, negotiating with suppliers, and managing product assortments.
Brand Manager — Fashion
Moderate demandKsh 80,000 to Ksh 220,000
Develops and manages fashion brand strategies, overseeing brand positioning, marketing communications, and brand equity in competitive markets.
Visual Merchandiser
Moderate demandKsh 45,000 to Ksh 120,000
Creates visual displays and store layouts for fashion retailers, enhancing customer experience and driving sales through strategic visual presentation.
Fashion Entrepreneur
High demandKsh 40,000 to Ksh 300,000
Establishes and runs fashion businesses including boutiques, fashion labels, online stores, and fashion consultancy services. Earnings vary widely based on business success.

Graduate outcomes

Graduates pursue roles in fashion buying, retail management, brand management, visual merchandising, fashion marketing, and fashion entrepreneurship across Kenya's growing fashion and retail sector.

Where these fields lead

8 careers

Tools you will learn

Adobe Creative Suite
SoftwarePrimary
Design software including Illustrator and Photoshop for visual merchandising, brand materials, and fashion presentation.
Microsoft Excel
SoftwarePrimary
Used for merchandise planning, inventory management, sales analysis, and financial modelling in fashion retail.
Shopify
Platform
E-commerce platform for fashion retail, enabling online store creation and digital merchandising.
Google Analytics
Platform
Web analytics tool for tracking e-commerce performance, consumer behaviour, and digital marketing effectiveness in fashion retail.

Industry links

Common misconceptions

Fashion merchandising is just about designing clothes.
The programme focuses on the business side of fashion, including buying, retail management, marketing, supply chain, and brand strategy, not just design.
A career in fashion merchandising is not lucrative in Kenya.
Fashion merchandisers in Kenya earn an average of KES 102,000 per month, with experienced professionals earning up to KES 160,000 per month, according to salary data from worldsalaries.com.
Fashion merchandising has limited career options.
Graduates pursue diverse roles including fashion buying, retail management, brand management, visual merchandising, fashion marketing, trend forecasting, and fashion entrepreneurship.
The programme is only for those with a fashion design background.
The programme accepts graduates with bachelor's degrees in relevant fields, including business, marketing, textiles, and design-related disciplines.
Fashion merchandising is irrelevant in the digital age.
The programme addresses e-commerce, digital merchandising, social media marketing, and the growing intersection of technology and fashion retail.
The Kenyan fashion industry is too small to support career growth.
Kenya's fashion industry is rapidly evolving with growing local and international markets, supported by government initiatives through the Kenya Fashion Council and EPZ manufacturing.