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The University of Southampton

ARTD2109 Creative Strategy

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

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:

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

Having successfully completed this module you will be able to:

  • effectively articulate your ideas through, visual and written formats;
  • manage your own workload with increased autonomy and apply independent problem-solving skills within all aspects of a project;
  • confidently apply a range of extended digital media skills to the production of your work.
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.


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.

Preparation for scheduled sessions70
Follow-up work24
Completion of assessment task86
Wider reading or practice50
Practical classes and workshops18
Total study time300

Resources & Reading list

Academic Skills.

Lynda (Software Tutorials).

Journal of Fashion Marketing and Management. ,Emerald .

Study Skills.

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

Blackboard (E:learning).


Jandos, Rothstein (2007). Designing Magazines. 

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

Marian Frances (2009). Uncovering Fashion. 



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

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

Adobe (Tutorials).

Bergstrom, B (2008). Visual Communication. 

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

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

Jandos (2007). Designing Magazines. 



Creative Design Project


MethodPercentage contribution
Creative Design Project 100%


MethodPercentage contribution
Creative Design Project 100%


MethodPercentage contribution
Creative Design Project 100%


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:

Art Equipment and Materials: Drawing paper; painting materials; sketchbooks

Costs involved in Costs aligned to optional research trips are also the responsibility of the student. the production of assessment materials aligned to this module are the responsibility of the student. REQUIRED Sketchbooks/Notebooks Implements for drawing / writing Credit for printing and photocopying USB Memory stick OPTIONAL Hard Drive Laptop Camera

Study Trips

Costs aligned to optional research trips are also the responsibility of the student.


additional texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional text as appropriate. Finally, costs aligned to the production of the fashion film are also the responsibility of the student.

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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