Introduction to fashion business is a core module, which will provide you with knowledge of underlying concepts and principles of the fashion market. This module provides you with an introduction to the key areas of organisations, markets, consumers, marketing, products, and pricing in relation to the fashion industry.
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 PESTLE macro-environmental framework, gain an introduction to the seven 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 digital library resources, as well utilising the School’s institutional subscription services.