Module overview
This module builds on your introductory knowledge and skills acquired during level 4 and enables you to develop an understanding of the fusion of strategy and creativity in fashion. It explores the increasing demand for co-operation of integrated communications within the context of an ever-changing media landscape including the shift of power and how this has moved from the media to the consumer, as well as the priority to set a narrative across the promotion and communication landscapes of fashion brands by way of storytelling to develop successful fashion campaigns and branding.
The module offers special consideration to moving image, styling, PR, written fashion content across platforms and channels and the relationship between text and visual imagery to promote brands and tell stories to connect with defined consumer groups for long term relationships and brand equity. You will learn through taught sessions in art direction, visual communication skills, and learn moving image software to present a creative outcome of a short film.
Aims and Objectives
Learning Outcomes
Subject Specific Practical Skills
Having successfully completed this module you will be able to:
- creatively employ digital technologies in the production of film / photographs.
- demonstrate in depth specialist knowledge of fashion communication in order to develop innovative strategic and creative propositions for a defined audience using moving image;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- confidently apply a range of extended digital media skills to the production of your work.
- manage your own workload with increased autonomy and apply independent problem-solving skills within all aspects of a project;
- effectively articulate your ideas through, visual and written formats;
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the broad and evolving scope of fashion communication and the contexts in which they operate today across brands and the industry;
- the theoretical frameworks influencing fashion communication;
- the creative and strategic processes required for specific fashion markets, consumers and commercial environments.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- demonstrate your ability to select, analyse and evaluate relevant fashion information.
- effectively generate ideas, fashion concepts and proposals for a defined project brief;
- apply knowledge and critical understanding of fashion communication to increasingly complex situations;
Syllabus
The module will encourage you to critically evaluate contemporary fashion creative strategy from a range of marketing perspectives and indicative content includes:
- press relations;
- fashion events;
- written Content for fashion media;
- moving image for communication and promotion purposes;
- the importance of communicating the brand story;
- managing marketing communications.
You will be are encouraged to identify and select an appropriate range of text-based and electronic library resources and utilise institutional subscription services as appropriate. Seminars and lectures will provide more advanced contexts and frameworks for discussion and analysis.
Learning and Teaching
Teaching and learning methods
Teaching methods:
- lectures;
- seminars;
- Moving Image workshop demonstrations;
- Photo Studio Based demonstrations;
- project briefings;
- group tutorials & discussions;
- guest speakers.
Learning activities include:
- Moving Image workshops;
- peer group learning;
- Photo Studio Based workshops;
- digital Workshops;
- Study Skills Hub.
Type | Hours |
---|---|
Seminar | 20 |
Completion of assessment task | 86 |
Tutorial | 12 |
Wider reading or practice | 50 |
Follow-up work | 24 |
Lecture | 20 |
Practical classes and workshops | 18 |
Preparation for scheduled sessions | 70 |
Total study time | 300 |
Resources & Reading list
Internet Resources
Journal Articles
Journal of Fashion Marketing and Management. , Emerald.
Textbooks
Lancaster G & Massingham L (2011). Essentials of Marketing Management. Routledge.
Bergstrom, B (2008). Visual Communication. Laurence King.
Marian Frances (2009). Uncovering Fashion. Fashion Communications Across the Media.
Jandos (2007). Designing Magazines. Alworth Press.
Phillips, Loraine (2009). Publish Your First Magazine: A Practical Guide For Wannabe Publishers. 360 Books Rothstein.
Jandos, Rothstein (2007). Designing Magazines. Allworth Press Lupton.
Wheeler A (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team. Wiley Hewson.
Cope J. & Maloney D. (2016). Fashion Promotion in Practice. Bloomsbury.
Swanson, K. (2008). Writing for the Fashion Business. Berg Wolbers.
Ellen (2008). Indie publishing: How to design and create your own book. Princeton Architectural Press.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Draft pieceSummative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Video | 40% |
Creative Design Project | 60% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Creative Design Project | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
Method | Percentage contribution |
---|---|
Creative Design Project | 100% |