Fashion Management 1

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• demonstrate ability to work effectively individually and/or in a team role, solving problems in innovative and creative ways.
• design and deliver work of a professional standard, applying a range of effective communication approaches, including oral, written and digital media;

Knowledge and Understanding

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

• current theories and practices relevant for creating and managing global fashion brands;
• managing and building brand values, identity and image for a global fashion brand.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• research, critique and apply fashion management theory related to brand identity and its communication;
• critically analyse and evaluate the target customer of a brand using a range of sources;
• identify and evaluate market trends that will provide future opportunity for strategic brand development.

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• demonstrate creative thinking, practical knowledge and skills that will prepare you for professional practice within the global fashion industry.

This module introduces a series of fashion management and marketing theories, concepts and frameworks relevant for creating and managing fashion brand image and identity. You will gain systematic knowledge that you will be able to apply to strategically developing and communicating brand concepts independently and collaboratively. This is approached through lectures, guest lectures, seminars and group project work.

Teaching and learning methods

Teaching methods include:

• Lectures
• Seminars
• Workshops
• Tutorials
• E-learning
• Independent self-study

Learning activities include:

• Group projects
• In class group discussion/ critique
• Peer learning
• Team-work
• Role Play
• Student presentations
• Mood-board creation
• Independent learning (this will involve independent reading, analysis of key concepts, theories, case Studies, undertaking research into key topics, guided reading)

Resources & Reading list

General Resources

Journals. Journal of Brand Management Journal of Consumer Research Journal of Business Research Journal of Marketing Communications International Journal of Market Research Business Horizons European Journal of Marketing Harvard Business Review Journal of Business Research Journal of Fashion Marketing and Management Journal of Marketing

Internet Resources

The Luxury Channel.

Wallpaper.

Dazed Digital.

Springwise.

Trendwatching.

LSN Global.

Style.

Blackboard.

Business of Fashion.

Showstudio.

Insider Trends.

Luxury Daily.

WGSN.

Textbooks

Lea-Greenwood, G. (2012). Fashion Marketing Communications. John Wiley & Sons.

Fill, C. (2013). Marketing Communications: Brands, Experiences and Participation. Prentice Hall.

Chaffey, D., P.R.Smith (2013). Emarketing Excellence: Planning and Optimizing your Digital Marketing. Routledge.

Easey, M (2009). Fashion Marketing. London: Butterworth-Heinemann.

Bendoni,W. K. (2017). Media for Fashion Marketing: Storytelling in a Digital World. New York: Fairchild.

Blythe, J. (2012). Consumer Behaviour. SAGE Publications.

Tungate, M. (2012). Fashion Brands: Branding Style from Armani to Zara. Kogan Page.

Kotler, P., Armstrong, G. (2013). Principles of Marketing. Prentice Hall.

Solomon, M. and Rabolt, N (2008). Consumer Behaviour in Fashion. Prentice Hall.

Fill, C., Turnbull, S. (2016). Marketing Communications: Discovery, Creation and Conversations. Pearson.

Best, K. (2006). Design Management: Managing Design Strategy, Process and Implementation. Switzerland: AVA Publishing.

Cope, J., Maloney, D. (2016). Fashion Promotion in Practice. New York: Fairchild Books.

Bailey, S. and Baker, J. (2014). Visual Merchandising for Fashion (Basics Fashion Management). New York: Fairchild Books.

Ze, ZooK., Smith, PR. (2016). Marketing Communications: Offline and Online Integration, Engagement and Analytics. Kogan Page.

Lorynn, D. and Brannon, E. L. (2015). Fashion Forecasting. New York: Fairchild Books.

Chaffey, D., Ellis-Chadwick, F (2013). Digital Marketing: Strategy, Implementation and Practice. Pearson.

Posner, H. (2015). Marketing Fashion: Strategy, Branding and Promotion. London: Laurence King.

Kotler, P. & Keller, K. L. (2011). Global Marketing Management. Harlow: Pearson.

Morgan, T (2016). Visual Merchandising. Laurence King.

Jackson, Tim., Shaw, David. (2001). Mastering Fashion Buying and Merchandising Management. London: Palgrave.

Jackson, T. and Shaw, D (2009). Mastering Fashion Marketing. London: Palgrave.

Kim, E.; Fiore, A. M. & Kim, H. (2011). Fashion Trends – Analysis and Forecasting. New York: Berg Publishers.

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.

Repeat Information

Repeat type: Internal & External