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The University of Southampton

ARTD2087 Creative Branding for Fashion

Module Overview

This module aims to explore the subject of branding and communication in the context of the luxury fashion industry. Students will learn how brands differentiate their businesses through segmentation and positioning strategies based around the ‘brand promise; delivering a set of features, benefits and values with the production of meaningful images and emotional connections with their consumers. The idea of ‘storytelling’ in the promotion and communication of idea and concepts relating to fashion product and brand will be explored, as well as the use of trends and forecasting in the development of brand experiences and presentations.

Aims and Objectives

Module Aims

• to develop your knowledge of branding ideas and strategies and how they are used and developed in the context of the luxury fashion market; • to enable you to effectively source, identify, interpret and employ brand identity principles and theories in response to a project brief; • to develop the students ability to form an experiential and critical approach to generating concepts and ideas; • to develop the ability to apply strategic thinking to contemporary issues impacting on fashion brand management.

Learning Outcomes

Knowledge and Understanding

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

  • the process and development of fashion brands and luxury brand identities;
  • how to identify and target a market with a brand while considering a set of commercial and market criteria and constraints;
  • a range of contextual issues that affect fashion including ethical, cultural and environmental issues.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • effectively generate ideas, creative fashion concepts and proposals individually and collaboratively;
  • apply your knowledge and critical understanding of creative fashion branding 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 fashion branding 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 branding concepts and proposals for a defined target market.


This module builds upon your introductory knowledge and skills acquired during Part 1 to enable you to examine the fashion market and associated marketing environment in more detail. The module offers special consideration to product identity and the development of fashion trends. Building on your understanding of fashion marketing and promotion, and in the role of creative director, you will examine opportunities to concept and propose a new campaign for a contemporary luxury fashion company or brand with consideration of globalisation, sustainability, ethical, social and cultural issues. You will be encouraged to apply your critical understanding of fashion marketing and branding 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

Module aligned to luxury market.

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

Preparation for scheduled sessions48
Wider reading or practice100
Practical classes and workshops34
Completion of assessment task64
Follow-up work108
Supervised time in studio/workshop24
Total study time450

Resources & Reading list

Fauconnier, Giles; Turner, Mark (2003). The Way We Think. 

Shaw, Colin, Qaalfa Dibeehi, Steven Walden (2010). Customer Experience: Future Trends and Insights. 

Dodis, A. (1974). A Primer of Visual Literacy. 

Cook, G. (1992). The Discourse of Advertising. 

Rose, Frank (2011). The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories. 

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

Emerald Journal of Fashion Marketing and Management. 

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

Wheeler, Alina (2006). Designing Brand Identity. 

Schmitt, Bernd H (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to your Company and Brands. 

B. Joseph Pine II, James H Gilmore (2011). The Experience Economy, Updated Edition. 

McKim, Robert (1980). Thinking Visually: Strategy Manual for Problem Solving. 

Bergh, Joeri van den, Behrer, Mattias (2011). How Cool Brands Stay Hot: Branding to Generation Y.. 

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



Written report


MethodPercentage contribution
Portfolio 30%
Written report  (3000 words) 70%


MethodPercentage contribution
Written report  (4000 words) 100%


MethodPercentage contribution
Portfolio 30%
Written report  (3000 words) 70%

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:


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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