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The University of Southampton

ARTD2086 Fashion Communication

Module Overview

This module builds on your introductory knowledge and skills acquired during level 4 and encourages you to undertake comparative analysis of fashion communication and associated processes and contexts set within a marketing environment. The module offers special consideration to product identity, styling, PR fashion trends and the relationship between text and visual imagery

Aims and Objectives

Module Aims

• to develop your knowledge of the broad and evolving scope of fashion communication and marketing and the contexts in which they operate; • to enable you to effectively source, identify, interpret and employ fashion trend information in response to a project brief; • to enhance your writing skills for press and other media; • to enhance your project management skills and demonstrate your ability to work as part of a team.

Learning Outcomes

Knowledge and Understanding

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

  • the processes and interrelationship between fashion design, styling, PR, products and brands;
  • a range of contextual issues that affect fashion including ethical, social, cultural and environmental issues;
  • fashion trends and their impact on product styles, life cycles, advertising and the retail environment.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • effectively generate ideas, fashion concepts and proposals individually and collaboratively;
  • apply your knowledge and critical understanding of fashion communication channels to increasingly complex situations;
  • apply independent problem-solving skills within all aspects of a project, including generating ideas and proposing solutions.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • effectively present and articulate your ideas through oral, visual and written formats;
  • manage own workload with increasing autonomy;
  • work effectively within a group situation and be able to identify individual strengths and contributions.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • demonstrate your increasing ability to apply fashion marketing and communication knowledge and methodologies to the requirements of a project brief;
  • confidently apply a range of extended digital media skills to the production of your work;
  • develop focused and appropriate design concepts and proposals for a defined target market.


You will learn about fashion life cycles, trend forecasting and analysis and be introduced to how this process informs product development and in-store retail design. The module will to encourage you to critically evaluate fashion products, services and communications from a range of marketing perspectives with consideration of globalisation, sustainability and a range of ethical, social and cultural issues. Working in ‘group’ situations with students from the management pathway, you will develop skills in team working aligned to real industry practice, analysing and presenting trend information for the development of a new fashion product or range. You will develop a communication strategy for the new product range, this may include press releases, editorial and internal PR. You will be encouraged to apply your critical understanding of fashion marketing with an increasing level of autonomy and confidence. Seminars and lectures will provide more advanced contexts and frameworks for discussion and analysis. You are encouraged to identify and select an appropriate range of text-based and electronic library resources and utilise institutional subscription services as appropriate.

Special Features

Practical workshops in photography, styling and moving image.

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

Practical classes and workshops50
Follow-up work120
Wider reading or practice40
Supervised time in studio/workshop12
Preparation for scheduled sessions70
Completion of assessment task90
Total study time450

Resources & Reading list



Emerald Journal of Fashion Marketing and Management. 

Phillips, Loraine (2009). Publish Your First Magazine: A Practical Guide For Wannabe Publishers. 

Raymond, Martin (2010). Trend Forecasters Handbook. 

Wolbers, Marian Frances (2009). Uncovering Fashion: Fashion Communications Across the Media. 

Hewson M and Vinken B (2004). Fashion Zeitgeist: Trends and Cycles in the Fashion System. 

Rothstein, Jandos (2007). Designing Magazines. 


Wheeler A (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team. 

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

Show Studio.

Fashions Collective.

Style Sight.

Lupton, Ellen (2008). Indie publishing: How to design and create your own book. 

Siegel (2008). Thames and Hudson Fashion Photography Course: Principles, Practice, & Techniques: An Essential Guide. 

Smith, Bruce (2008). Fashion photography: a complete guide to the tools and techniques of the trade.. 

Brannon, E. (2010). Fashion Forecasting. 

Hines T & Bruce M (2011). Fashion Marketing: Contemporary Issues. 

Swanson, K (2008). Writing for the Fashion Business. 


Assessment Strategy

Formative on-module feedback The purpose of formative feedback is to enhance your learning, help you understand how you are doing and how you can develop in the future. There are no marks attached and it will not count towards your final mark. There will be a variety of opportunities for formative feedback within the module, for example: • tutorials • seminars • peer group assessment • group critiques • self-assessment


In-class activities


MethodPercentage contribution
Digital project 20%
Illustrated report  (3000 words) 70%
Learning journal  (500 words) 10%


MethodPercentage contribution
Digital project 20%
Illustrated report  (3000 words) 70%
Learning journal  (500 words) 10%


MethodPercentage contribution
Digital project 20%
Illustrated report  (3000 words) 70%
Learning journal  (500 words) 10%

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:

Equipment and Materials

Costs involved in the production of assessment materials aligned to fashion styling, branding and moving image is the responsibility of the student. This may be materials such as clothing, make up, packaging ideas and printing cost. Any observational research undertaken may also result in additional costs should the student choose to travel to various locations as part of their research.


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading 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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