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The University of Southampton

ARTD2091 Digital Fashion Commerce

Module Overview

This module looks at the ways that digital technologies are being used in fashion commerce. It introduces contemporary digital marketing methods and explores the new opportunities they create within fashion management.

Aims and Objectives

Module Aims

• to enable you to consider and evaluate the impact of digital commerce applied to a range of fashion contexts and business models; • to develop your appreciation and understanding of how digital commerce impacts on fashion management activities; • to support you in developing your digital skills for fashion management.

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 fashion commerce;
  • diverse fashion business models and technology-enabled commerce.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • critically analyse and evaluate a variety of digital fashion business models;
  • apply creative thinking to a range of digital fashion 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 digital creative content in response to your project requirements;
  • discuss how digital fashion can enhance customer relationship management and competitive advantage.


This module examines the development, scale and growth of digital fashion and its position within a global economy. The impact of new technologies and key management concepts, practices and tools are also considered as part of the digital commerce framework. Through lectures, presentations and group seminars you will consider and discuss the key drivers for digital commerce and developments in the management of fashion brand and product. Digital facing 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, promotion, globalisation and anticipating future strategies for growth and innovation from a management perspective. 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 product in the digital setting

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

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

Resources & Reading list

Molenaar C (2012). E-Marketing. 



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

Wheeler, A (2009). Designing Brand Identity. 

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


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


Grefen P (2010). Mastering E-Business. 

Journal of Fashion Marketing and Management (Emerald). 



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


McStay A (2010). Digital Advertising. 




Interim Report


MethodPercentage contribution
Illustrated report  (2000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 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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