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The University of Southampton

ARTD6126 Fashion Management 1

Module Overview

The module’s overall aim is to provide a comprehensive understanding of fashion management and marketing theories and concepts. This will establish you with a base of practical knowledge and skills required for managing and developing fashion brands in diverse and competitive fashion business environments, or further study.

Aims and Objectives

Module Aims

• to provide you with a comprehensive understanding of fashion management knowledge informed by management and marketing theory, tailored around the needs of the fashion industry; • to challenge you to critically debate the parameters of fashion management and marketing theory and contemporary fashion practice; • to provide you with knowledge and skills that will prepare you for professional practice in the fashion industry.

Learning Outcomes

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.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

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

Special Features

Optional field trips will be organised so that transport to and from venues where possible, will meet the special needs of any student. The accessibility of the venue to be visited will also be assessed and any appropriate support where possible, will be provided to students with special needs as required. Guest lectures will be delivered (subject to availability) by fashion industry and academic experts.

Learning and Teaching

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)

Independent Study174
Total study time200

Resources & Reading list

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

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

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

Morgan, T (2016). Visual Merchandising. 




Easey, M (2009). Fashion Marketing. 

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

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

The Luxury Channel.

Business of Fashion.

Luxury Daily.

Insider Trends.

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

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


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

LSN Global.


Bailey, S. and Baker, J. (2014). Visual Merchandising for Fashion (Basics Fashion Management). 


Dazed Digital.

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

Lea-Greenwood, G. (2012). Fashion Marketing Communications. 

Blythe, J. (2012). Consumer Behaviour. 

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

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


Kim, E.; Fiore, A. M. & Kim, H. (2011). Fashion Trends – Analysis and Forecasting. 

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

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

Lorynn, D. and Brannon, E. L. (2015). Fashion Forecasting. 

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

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

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





MethodPercentage contribution
Group Digital Presentation  (500 words) 20%
Illustrated report  (2000 words) 80%


MethodPercentage contribution
Illustrated report  (2000 words) 80%
Individual Digital Presentation  (500 words) 20%


MethodPercentage contribution
Illustrated report  ( words) 100%

Repeat Information

Repeat type: Internal & External


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:

Field Trips

- Optional field trips (travel costs for optional field /study trips are normally not covered by the University).


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

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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