Module overview
This module explores the luxury consumer in the context of a fast-changing external environment, which is radically shifting the way that luxury is perceived and experienced, particularly by new emerging consumers such as Generation Z and Gen Alpha who have unique preferences and values. These consumers prioritise individuality and personalisation, seeking products and experiences that reflect their personal identity. Sustainability and social responsibility are crucial, and they favour brands that demonstrate ethical practices and environmental consciousness. This module explores the new areas of attention brands and businesses need to develop to appeal to the new generations of luxury, whilst delicately balancing the expectations of existing consumers.
Aims and Objectives
Learning Outcomes
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- plan strategies to evolve your digital skills in line with your discipline’s expectations
Disciplinary Specific Learning Outcomes
Having successfully completed this module you will be able to:
- evaluate and analyse data, researched from appropriate sources to develop future luxury consumer profiles.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the fundamental principles, processes and methods core to your discipline
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- generate ideas through enquiry and analysis of selected research material
Syllabus
Indicative Content for this module will normally include:
•An Introduction of quantitative and qualitative approaches to luxury consumer research
•The different ways and approaches to carrying out luxury consumer research.
•Review the data available for secondary intelligence services such as Mintel, Euromonitor, Acorn and similar.
•Development of future focused luxury consumer profiles and the principles of segmentation (psychographic, demographic, geographic for example) and therefore discussions on the advantages and disadvantages of traditional segmentation methods.
•Assessing luxury consumer behaviour in relation to digital technology and shopping habits
Consumer Behaviour in the Luxury Market
•Psychological and social factors influencing luxury consumption
•Consumer segmentation in the luxury market
•The role of brand loyalty in luxury branding
•Analysis of luxury consumer trends, cultural and lifestyle influences and data patterns on luxury experiences, behaviour and motivations.
•Consumer classifications & theories including Acorn, Maslow’s Theory, Theories of Adoption, and VALS.
•Fieldwork including observation, primary research and case studies
Learning and Teaching
Teaching and learning methods
Teaching methods include
•Lectures
•Seminars
•Tutorials
•Visual research workshops
Learning activities include
•Group discussions
•Peer Group Learning inc. Action Learning Sets,
•Library resources,
•Study Skills Hub,
•Optional Field Trip Activities
You may also benefit from teaching and learning in collaboration with other students from within the department of fashion and textiles.
| Type | Hours |
|---|---|
| Independent Study | 252 |
| Teaching | 48 |
| Total study time | 300 |
Assessment
Assessment strategy
For the Luxury Consumer module, learning and teaching activities focus on helping you to investigate, question and analyse luxury consumer behaviour, its theories and how this influences brand management strategy. Feedback on your own progress and development will be given by group discussions, critiques, self-evaluation, seminars and informal presentations. Informal feedback will provide opportunities for peer group learning, peer and self-evaluation. The focus of all taught content blocks in the first year, is to build a strong foundation of knowledge and skills to support progression to the second and final years. The emphasis is on your development in the first year and understanding how to use assessment as a learning tool, in order that you can become an independent learner, adapting and evolving to achieve your potential. Summative Assessment will take place at the end of your first year, this will be a portfolio of work from across all content blocks, including luxury consumer behaviour. To demonstrate knowledge and skills learnt against these learning outcomes, you are able to negotiate a response based on a number of different options that may include a presentation, a short report, a podcast or other outcome determined in negotiation with your tutor. Use of your own primary visual images will help you to develop visual research and analysis and to effectively present your critical engagement with consumer theory and practice.Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Mentor verification of practice competencies
- Assessment Type: Formative
- Feedback:
- Final Assessment:
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Portfolio | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Portfolio | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Portfolio | 100% |