Creative Strategy

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• apply knowledge and critical understanding of fashion communication to increasingly complex situations;
• demonstrate your ability to select, analyse and evaluate relevant fashion information.
• effectively generate ideas, fashion concepts and proposals for a defined project brief;

Knowledge and Understanding

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

• the creative and strategic processes required for specific fashion markets, consumers and commercial environments.
• the theoretical frameworks influencing fashion communication;
• the broad and evolving scope of fashion communication and the contexts in which they operate today across brands and the industry;

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• demonstrate in depth specialist knowledge of fashion communication in order to develop innovative strategic and creative propositions for a defined audience using moving image;
• creatively employ digital technologies in the production of film / photographs.

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;

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.

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.

Resources & Reading list

Internet Resources

Library.

Showstudio.

Study Skills.

Blackboard (E:learning).

Nowness.

Academic Skills.

Adobe (Tutorials).

Lynda (Software Tutorials).

Journal Articles

Journal of Fashion Marketing and Management. , Emerald.

Textbooks

Bergstrom, B (2008). Visual Communication. Laurence King.

Ellen (2008). Indie publishing: How to design and create your own book. Princeton Architectural Press.

Jandos (2007). Designing Magazines. Alworth Press.

Cope J. & Maloney D. (2016). Fashion Promotion in Practice. Bloomsbury.

Jandos, Rothstein (2007). Designing Magazines. Allworth Press Lupton.

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

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

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

Phillips, Loraine (2009). Publish Your First Magazine: A Practical Guide For Wannabe Publishers. 360 Books Rothstein.

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

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

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.