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
Module Aims
• to develop your knowledge of the broad and evolving scope of fashion communication and the contexts in which they operate today; • to enhance your writing skills for various channels and media; • to augment your visual communication skills; • to reinforce your project management skills; • to develop an understanding of integrated creative planning and strategy for brands.
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.
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.
Special Features
This module teaches students the tools to produce moving image content for the purpose of short films for various media to communicate fashion brand messages.
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 |
| Preparation for scheduled sessions | 70 |
| Tutorial | 12 |
| Practical classes and workshops | 18 |
| Lecture | 20 |
| Wider reading or practice | 50 |
| Completion of assessment task | 86 |
| Follow-up work | 24 |
| Total study time | 300 |
Resources & Reading list
Lancaster G & Massingham L (2011). Essentials of Marketing Management.
Journal of Fashion Marketing and Management. ,Emerald .
Bergstrom, B (2008). Visual Communication.
Marian Frances (2009). Uncovering Fashion.
Wheeler A (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team.
Ellen (2008). Indie publishing: How to design and create your own book.
Jandos (2007). Designing Magazines.
Jandos, Rothstein (2007). Designing Magazines.
Cope J. & Maloney D. (2016). Fashion Promotion in Practice.
Phillips, Loraine (2009). Publish Your First Magazine: A Practical Guide For Wannabe Publishers.
Swanson, K. (2008). Writing for the Fashion Business.
Assessment
Formative
Creative Design Project
Summative
| Method | Percentage contribution |
|---|---|
| Creative Design Project | 60% |
| Image assignments | 40% |
Repeat
| Method | Percentage contribution |
|---|---|
| Creative Design Project | 100% |
Referral
| Method | Percentage contribution |
|---|---|
| Creative Design Project | 100% |
Costs
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.
Textbooks
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 www.calendar.soton.ac.uk.