FIT Talks: Peggy and Arthur Winters Interview

Special Collections and College Archives


FIT Talks: Peggy and Arthur Winters Interview
Contributor Names
Fincher Winters, Peggy
Winters, Arthur A.
Cannell, Karen Trivette (Interviewer)
Date Digitized
Arthur and Peggy Winters recall their childhoods, greatest influences, and how they came to their current careers. The couple recalls the way they met when Peggy came to FIT to interview to become an instructor of Advertising and Communications in the Business and Technology Department at FIT in 1976. The two recall the various books they've published. Peggy talks about how she began an internship program for the Business and Technology division at FIT, which expanded to the entire college, and recalls the extensive list of countries in which the internship programs took place over 8 summers. Arthur speaks a bit about his agency located in the Empire State Building, and his client Kay Jewelers, who recommended that he began teaching.
Dr. Arthur Allen Winters and Prof. Peggy Fincher Winters are active in brand image research in brand concept and content development for local and global fashion companies. They conduct international seminars and professional training in integrated and experiential marketing and multimedia communications. Dr. and Prof. Winters are partners in TFI Geomarketing, a consulting firm specializing in strategic planning for integrated marketing and communications. They have served as judges for several advertising awards, such as the NY American Marketing Association EFFIES. They are currently offering branding concept education through seminars and certification curricula for The Center for Professional Studies at the Fashion Institute of Technology / State University of New York. They have contributed to the development of FIT's certification programs and teach in Retailing: Customer Experience Management; Retailing: E-Commerce and Social Media; and Brand Management Experience. They have authored and co-authored books, videos, and online blogs and newsletters. Their co-authored books include: What Works in Fashion Advertising; BrandStand, Strategies for Retail Brand Building; and The Power of Retail Branding, Innovative Marketing Strategies for Achieving BrandPower. They travel worldwide in order to observe and evaluate ongoing changes in the international retail, advertising and marketing landscape. The Winters have created academic curricula and given industry consults and seminars in England, Italy, France, Brazil, Kenya, Korea, Japan, Israel, China, and Russia.
Dr. Arthur A. Winters is Professor Emeritus and founder of the Advertising and Marketing Communications Department, at the Fashion Institute of Technology / State University of New York. He has over 60 years of experience as an advertising agency and marketing professional. He is an educator and an author with a specialty in strategic brand management, planning and creative execution of marketing and communications. He is a pioneer in Integrated and Experiential Marketing, Advertising and Communications, who believed then and now, that brand building requires more than brand name recognition. Dr. Winters holds degrees in economics, public relations, marketing and education from Williams College, Pace University, and Temple University. Quoted in numerous professional and trade publications, he has written many articles and authored and co-authored seven textbooks. He has created innovative curricula for advertising and marketing communications and developed interactive multimedia matrices for experiential education.
Prof. Peggy Fincher Winters has been a professional and an educator in fashion marketing, advertising and marketing communications for over 40 years. Her career spans the industry from specialty and department store retailing -- to retail and producer direct marketing, advertising, promotions and public relations. She is a strategic planner and creative producer of advertising and public relations and integrated marketing campaigns. She has been a TV spokesperson, written articles, books and videos, and has been quoted on fashion, marketing, advertising, as well as experiential education and career development issues. Her education career includes being the founder of the FIT/SUNY college-wide Internship Program, professor of advertising and marketing communications. She has developed curricula and mentoring matrices that provide internship programming and career coaching. Prof. Winters holds degrees in merchandising, marketing, and education from Ellsworth Community College and The University of Memphis.
Moving Image
Oral histories
Fashion Institute of Technology (New York, N.Y.)
Fincher Winters, Peggy
Winters, Arthur A.
New York (State)
New York (State)--New York
Related Materials
Finding Aid
In Copyright
This video was produced by the Fashion Institute of Technology ("FIT") and is the property of FIT. FIT expressly prohibits the copying, displaying, or uploading to a website of any portion of this video, except for the purposes of fair use as defined in the copyright laws, without express written permission from FIT. This video has been made available online by the Fashion Institute of Technology Gladys Marcus Library strictly for research and educational purposes. If you are the copyright holder for content in this video and have any objections to this work being made available online, please notify us immediately at [email protected].
FIT Repository ID: aod_000635
SPARC reference code: US.NNFIT.SC.FITA.


Special Collections and College Archives


FIT Talks oral history series, 2014-


FIT Faculty and Staff Work


Fashion Institute of Technology. (2019, June 25). FIT Talks: Peggy and Arthur Winters Interview [Video]. Archive on Demand.
Fashion Institute of Technology. "FIT Talks: Peggy and Arthur Winters Interview." Archive on Demand, 25 Jun. 2019,
Fashion Institute of Technology, "FIT Talks: Peggy and Arthur Winters Interview," Archive on Demand, June 25, 2019, video,