The University of Southampton

ARTD1077 Introduction to Fashion Business

Module Overview

Introduction to fashion business is a core module. This module provides you with an introduction to the key areas of organisations, markets, people, marketing, finance, and information systems in relation to the fashion industry.

Aims and Objectives

Module Aims

• To provide you with an introduction to fashion marketing and management in the changing fashion business environment. • To encourage your exploration of the fashion marketplace, fashion companies and the wider fashion business environment • To enable you to develop and apply introductory fashion marketing and management research skills and methodologies to your work • To help students acquire a range of business and interpersonal communication skills

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • Fashion business management concepts and theories and an understanding of marketing
  • Introductory knowledge of organisations, finance, people, markets and information systems in the fashion industry
  • Selected fashion companies, their products and how these companies operate within the fashion environment
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Explain the fashion marketing mix and its application to the marketplace
  • Demonstrate your ability to select, analyse and evaluate business data from a variety of sources
  • Explore methods of structuring, linking and communicating your ideas to a range of business contexts
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Communicate ideas in oral and written formats
  • Identify, select and draw upon a variety of printed and electronic sources
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Apply introductory research skills and methodologies in response to exercises and set projects
  • Discuss a range of contemporary fashion marketing and management


In this critical introduction to fashion business you will be introduced to the term ‘fashion’ and its distinctive position within the global economy, as well as the business cycle, fashion management processes and the development of contemporary fashion marketing. You will learn about the changing market environment through a PEST macro-environmental framework, gain an introduction to the four P’s in the fashion marketing mix and an understanding of how to apply introductory marketing and management research skills and methodologies. This will enable you to begin to critically explore contemporary fashion companies, their products, consumers, and how they operate within the wider marketplace. Through teamwork, group exercises and projects you will be encouraged to explore your own critical awareness of fashion marketing and management concepts. You will be encouraged to access a range of text- based and electronic library resources, as well utilising the School’s institutional subscription services.

Special Features

There is a one-day study trip to London in conjunction with the Digital Fashion Practice module. Attendance to the trip is highly recommended. Where a student chooses not to, or is unable to attend, an equivalent learning experience will be provided.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Lectures • Seminars • Project briefings • Group tutorials Learning activities include: • Lectures • Seminars • Group discussion • Library resources • Subscription resources • Peer group learning

External visits8
Completion of assessment task112
Follow-up work36
Wider reading or practice68
Preparation for scheduled sessions36
Total study time300

Resources & Reading list

Marketing Week. 

Retail Week. 

Jackson T & Shaw D (2009). Fashion Marketing. 

Bonnye.E, Marilyn.S, Stuart.s & L (2007). Integrated Business Communication. 

Easey M (2008). Fashion Marketing. 

Journal of Fashion Marketing and Management (Emerald). 

Posner H (2011). Marketing Fashion. 


Kotler P,Armstrong.G, Harker.M & Brennan.R (2009). Marketing: An introduction. 






Lancaster.G& Massingham L (2011). Essentials of Marketing Management. 





MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Travel Costs for placements

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/ recommended text as appropriate There is a one-day study trip planned in conjunction with the Digital Fashion Practices module. This is designed to supplement learning and although it is not compulsory, it is advised that students attend. There is an additional cost for this trip.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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