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The University of Southampton

ARTD2088 Digital Fashion Marketing

Module Overview

This module looks at the ways that digital technologies are being used for new forms of communication, connection and creative practices in fashion. It introduces contemporary digital marketing methods used within the industry, examines emerging technologies and explores the new opportunities they create.

Aims and Objectives

Module Aims

• to enable you to consider and evaluate the impact of digital marketing applied to a range of fashion contexts; • to develop your appreciation and understanding of media-supported digital commerce with a specific focus on m-commerce; • yo support you in developing your digital skills for fashion marketing.

Learning Outcomes

Knowledge and Understanding

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

  • the technological, economic, social and cultural influences of digital marketing for fashion;
  • diverse fashion business models and technology-enabled services marketing.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • critically analyse and evaluate a variety of fashion businesses operating in the digital environment;
  • apply creative thinking to a range of digital fashion marketing contexts.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • demonstrate effective self-management and time planning to your project work;
  • apply effective research skills to the development of your work.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • generate creative content in response to your project requirements;
  • discuss how digital fashion marketing can enhance services marketing, direct marketing and competitive advantage.


This module examines the development, scale and growth of digital fashion marketing and its position within a digital economy. The impact of new technologies and key marketing concepts, practices and tools are also considered as part of an e-commerce framework. Through lectures, presentations and group seminars you will consider and discuss the key drivers for digital commerce and developments in digital marketing including, wireless and mobile technologies and interconnected new networks. Digital commerce business models including Business-to-business (B2B) and Business-to-consumer (B2C) will be evaluated and considered from a fashion perspective in relation to issues such as loyalty, brand identity, customer relationship management, mobility, digital design and navigation, online advertising, viral marketing, globalisation and anticipating future strategies for growth and innovation. The role and development of the internet will be considered with particular reference to the impact of social media, online virtual communities and the sharing and exchange of electronic information through evolving digital media channels and formats for fashion. Building on your developing digital skills, you will be required to apply a creative and analytical approach to the development and illustration of a new creative and strategic proposal.

Learning and Teaching

Teaching and learning methods

Teaching methods include • Lectures • Seminars • Project briefings • Tutorials • Online discussion forums Learning activities include • Lectures • Seminars • Group discussion • Library resources • Subscription resources • Peer group learning

Preparation for scheduled sessions18
Completion of assessment task48
Online discussion forums6
Follow-up work12
Wider reading or practice48
Total study time150

Resources & Reading list

Show Studio.

Chaffey.D & Ellis-Chadwick (2012). Digital Marketing. 

Brennan B & Schafer L (2010). Branded! How retailers Engage Consumers with Social Media and Mobility. 

Molenaar C (2012). E-Marketing. 


McStay A (2010). Digital Advertising. 

Fashions Collective.


Rettberg J (2008). Blogging (Digital Media and Society). 

Wheeler, A (2009). Designing Brand Identity. 

Grefen P (2010). Mastering E-Business. 

O’Connor J, Galvin E, Evans M (2003). Electronic Marketing: Theory and Practice for the 21st Century. 

Journal of Fashion Marketing and Management (Emerald). 

Style Sight.




Interim Report


MethodPercentage contribution
Illustrated report  (2000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (2000 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:


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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