The University of Southampton

ARTD1078 Consuming Fashion

Module Overview

Understanding consumers is at the core of fashion marketing & being able to define and analyse consumers against a set of classifications enables strategic and creative decisions to be made. New techniques in developing this research should always be considered and encouraged, as is challenging the current classifications used. The portrayal of this information should be both factual and visual and in industry this is common practice. Skills developed on this module will support further core modules and students are encouraged to develop their own techniques on collecting and applying research.

Aims and Objectives

Module Aims

• To provide you with an introduction to consumer buyer behaviour and its associated characteristics. • To develop your understanding of how consumer buyer behaviour impacts upon organisational planning and activities. • To enable you to deploy a range of market research tools to identify, analyse and evaluate a variety of consumer buyer profiles

Learning Outcomes

Knowledge and Understanding

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

  • How to apply marketing theories and fashion market research skills in response to set tasks and projects.
  • Methods of selecting, organising and reporting on information and data drawn from different sources such as lectures, seminars and study visits
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate own learning through critical reflection and development of a report
  • Analyse collected information to inform your own reasoning and evaluation in relation to set tasks or projects
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Demonstrate report writing skills with increasing confidence
  • Identify, select and manage information from a variety of sources
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Relate consumer trends to the development and marketing of fashion products
  • Conduct research methods into consumers and consumer buyer behaviour


Consuming Fashion is a core module. This module has been designed to introduce you to consumer buyer behaviour and its associated motivations and functions with reference to the fashion industry. The module will consider a range of consumer attributes and trends that motivate and influence the purchase of fashion products. You will develop an understanding of how social, cultural, personal and psychological characteristics can affect consumer buying behaviour. You will be introduced to consumer classifications including ACORN (A Classification Of Residential Neighbourhoods) and develop you understanding of buyer behaviour by studying theories such as Maslow’s Hierarchy of Needs and A.I.D.A (Attention, Interest, Desire, Action). This module will be delivered through a series of lectures, presentations and seminars to encourage group discussion and analysis of themes and sources. You will be encouraged to attend a study visit to enhance your understanding of issues covered in this module. You will be encouraged to access a range of library resources, both text-based and electronic as well utilising the School’s institutional subscription services.

Special Features

Students will be expected to use research skills that combine primary and secondary research to support the writing of their reports in analysing consumers. This would take the form of questionnaires, focus groups, online resources for gathering information and new ideas in market research such as ethnology. All tasks undertaken should take note of the University policy and be ethical in practice.

Learning and Teaching

Teaching and learning methods

Teaching methods include • Lectures • Seminars • Project briefings • Tutorials • Study visit Learning activities include • Lectures • Seminars • Group discussion • Library resources • Online subscription resources • Study visit • Peer group learning

Preparation for scheduled sessions14
External visits6
Follow-up work40
Completion of assessment task40
Wider reading or practice24
Total study time150

Resources & Reading list

Goworek H (2007). Fashion Buying. 


Rath, P.M, Bay S, Petrizzi R & Gill P (2008). The Why of the Buy. 


Viewpoint Magazine.

Solomon M, Rabolt N (2008). Consumer Behaviour: in Fashion. 


Journal of Fashion Marketing and Management (Emerald). 


Jackson & Shaw (2009). Mastering Fashion Marketing. 





MethodPercentage contribution
Illustrated report  (2250 words) 100%


MethodPercentage contribution
Illustrated report  (2250 words) 100%


MethodPercentage contribution
Illustrated report  (2250 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

Students will have access via the library to all core texts and would also be encouraged to buy core text to support the module. A study trip would be at the students’ expense and take the form of an external trip to London related to their studies. 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

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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