The University of Southampton
Courses

ARTD1079 Fashion Promotion

Module Overview

Fashion promotion is a core level one module. This module has been designed to provide a broad introduction to promotion in the fashion industry by examining external and internal promotional services and activities for fashion companies and related enterprises including advertising, social media, styling, visual merchandising, retail design and sales promotion, guerrilla marketing, PR and personal selling.

Aims and Objectives

Module Aims

- To introduce you to a variety of practices and theories for promoting fashion and the context of promotion and communication within the fashion industry. - To enable you to gain an introductory knowledge of the contemporary fashion promotion industries across written and visual media communication channels. - To encourage you to communicate and present your ideas effectively - To enable you develop your digital media skills using the Adobe Creative Suite

Learning Outcomes

Knowledge and Understanding

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

  • The purpose and role of promotion in fashion and the fashion promotion mix
  • Visual and written processes associated with fashion promotion and the fashion marketing environment
  • How to apply your knowledge and understanding of fashion promotion and communication to group projects, individual contributions and presentations
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Generate ideas and proposals in relation to fashion communication theories
  • Evaluate and explore different approaches to fashion promotion and communication
  • Apply creative ideas to set briefs in relation to the fashion promotion mix
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Effectively communicate and present your ideas through visual, oral and written formats
  • Confidently apply a range of digital media skills to the production of your work
  • Work effectively within a group situation and in response to set briefs
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Apply visual and written communication skills to the development of creative fashion promotion concepts
  • Choose a variety of appropriate media and formats to communicate your ideas
  • Select and apply digital imaging and layout skills to the production of project work

Syllabus

Fashion promotion is a core level one module. This module has been designed to provide a broad introduction to promotion in the fashion industry by examining external and internal promotional services and activities for fashion companies and related enterprises including advertising, social media, styling, visual merchandising, retail design and sales promotion, guerrilla marketing, PR and personal selling. In this module we will explore the way in which fashion promotions are designed and communicated to promote a variety of fashion products, services and brands to defined audiences, taking into consideration societal and cultural variances. Lectures will be used to present and discuss a range of fashion promotional methods and campaigns. Seminars and group discussions will allow more detailed examination, discussion and analysis of particular methods and approaches to fashion promotion including the role of the internet and mobile information communication technologies. You will be encouraged to attend a study visit to enhance your understanding of issues covered in this module. As study trips are self-financed it is understood that it may not be possible for all students to attend for financial or other reasons. Under these circumstances an alternative comparable study visit is possible. You will be encouraged to explore your own critical understanding of fashion promotion through collaborative projects and a learning journal that will provide you with a means of recording your ideas, commenting on your work as it progresses, reflecting on your learning experiences, including working within a group setting, and planning objectives during the module.

Special Features

An optional study visit is offered as part of this module

Learning and Teaching

Teaching and learning methods

Teaching methods include - Lectures - Seminars - Project briefings - Technical demonstrations Learning activities include - Lectures - Seminars - Group discussion - Workshop-based learning - Online resources i.e. WGSN - Peer group learning - Self assessment - Study Visit

TypeHours
Wider reading or practice50
Follow-up work70
Tutorial12
Lecture24
Completion of assessment task90
Fieldwork40
Preparation for scheduled sessions70
Seminar24
Supervised time in studio/workshop22
Practical classes and workshops48
Total study time450

Resources & Reading list

Victionary (2007). Fashion Unfolding: Fashion Graphics Depicting All Contemporary Fashion Styles and Trends. 

showstudio.

wgsn.

Hancock, J (2009). Brand Story. 

designcouncil.

Purple Fashion. 

Blanchard T (2004). Fashion & Graphics. 

Numero. 

Tank. 

Visionaire. 

Jackson T & Shaw D (2006). The Fashion Handbook. 

hintmag.

purple.

Toth M (2003). Fashion Icon: The Power and Influence of Graphic Design. 

Keaney M (2007). Fashion & Advertising. 

vault49.

i-D. 

Blackboard.

stylesight.

T (2008). Visual Merchandising. 

Marmalade. 

Assessment

Formative

Coursework

Summative

MethodPercentage contribution
Group working learning journal  (500 words) 10%
Illustrated report  (2500 words) 70%
Portfolio 20%

Repeat

MethodPercentage contribution
Illustrated report 70%
Learning journal 10%
Portfolio 20%

Referral

MethodPercentage contribution
Illustrated report 70%
Learning journal 10%
Portfolio 20%

Repeat Information

Repeat type: Internal & External

Costs

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:

Textbooks

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 www.calendar.soton.ac.uk.

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