Fashion Management 2

Learning Outcomes

Knowledge and Understanding

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

• the ethical and sustainability debates relevant to the contemporary fashion industry and global business practice
• Current theories and practices relevant to strategic business growth and brand equity in the contemporary global fashion industry.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• demonstrate awareness of ethical considerations in regards to the sustainable management of the global fashion industry.
• design and deliver work of a professional standard, applying a range of effective communication approaches including written and digital media;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Design management strategies that increase fashion business growth and build brand equity, based on your analysis of relevant factors.
• Critically evaluate a diverse range of relevant academic and market intelligence sources around business and equity debates in the contemporary global fashion industry.

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• debate and propose management solutions to enhance the strategic development of global fashion brands, supported by management and marketing theory applied at an advanced level.

On this module students will consolidate their learning from Fashion Management 1 to advance their knowledge in strategic business development and brand equity. This will be approached using business case studies and market research. The focus will be on developing critical awareness of the key issues faced by a dynamic global fashion industry and its relationship to sustainable business growth and building brand equity. Learning will be approached through critical debate, case study analysis, lectures, guest lectures, seminars, workshops and market research.

Teaching and learning methods

Teaching methods include:

• Case study analysis and market research
• Lectures
• Seminars
• Workshops
• Tutorials
• Optional Field Trips
• E- Learning
• Independent self-study

Learning activities include:

• In class discussion and critical debate
• Peer learning
• Role Play
• Digital presentations
• Storyboard creation
• Writing strategic reports
• Independent learning (this will involve independent reading, analysis of key concepts, theories, case studies, undertaking research into key topics, guided reading)

Resources & Reading list

Internet Resources

Drapers Online.

E-Learning.

McKinsey Market Reports.

LS:N Global.

Made by.

The Future Laboratory.

Greenpeace.

PETA.

E-Learning.

E-learning.

Eco Fashion World Online.

Mintel Market Intelligence.

Just Style.

WGSN.

Bain&Co Market Reports.

Business of Fashion.

E-Learning.

E-learning.

E-Learning.

E-Learning.

Wrap.

Journal Articles

International Journal of Market Research.

Journal of Brand Management.

Journal of Consumer Research.

Journal of Fashion Marketing and Management.

Business Horizons.

Journal of Marketing.

Harvard Business Review.

Journal of Marketing Communications.

Textbooks

Okonkwo, U. (2010). Luxury Online: Styles, Systems, Strategies. Palgrave Macmillan.

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

Percy, L., Rosenbaum-Elliot, Richard (2016). Strategic Advertising Management. Oxford University Press.

Fernie, J. and Grant, DB. (2015). Fashion Logistics: Insight into the Fashion Retail Supply Chain. Kogan Page.

Mullet, K.K., Bryant, N.O., Burns, L.D. (2016). The Business of Fashion. London: Fairchild Books.

Chevalier, M and Mazzalovo G. (2008). Luxury Brand Management: A world of privilege.

Kapferer, JN (2015). Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare.. London: Kogan Page.

Fletcher, K. and Grose, L (2012). Fashion & Sustainability: Design for Change. London: Laurence King.

Aaker, D. (2014). Aaker on Branding: 20 Principles that Drive Success..

Chaffey, D. and Ellis-Chadwick, F (2015). Digital Marketing: Strategy, Implementation and Practice. London: Pearson.

Choi, TM. & Cheng, TCE. (2015). Sustainable Fashion Supply Chain Management: From Sourcing to Retailing. Springer.

Kotler, P. & Keller, K. L. (2015). Global Marketing Management. Harlow, UK: Pearson.

Mink Rath, P. (2014). The Why of the Buy: Consumer Behaviour and Fashion Marketing.

Chaffey, D (2014). Digital Business and E-Commerce Management.

Bell, J and Ternus, K. (2017). Silent Selling: Best Practices and Effective Strategies in Visual Merchandising.

Kotler, P. and Kartajay, H (2017). Marketing 4.0: Moving from Traditional to Digital. Chicester, UK: John Wiley & Sons.

Black, S and Alexander, H. (2012). The Sustainable Fashion Handbook. Thames and Hudson.

Kotler, P and Keller, K. (2016). Marketing Management. Cambridge UK: Pearson.

Kapferer, J.N. & Bastien, V (2012). Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London: Kogan Page.

Fletcher, K. and Tham, Matilda (2016). Routledge Handbook of Sustainability and Fashion. New York: Routledge.

Kapferer, J.N (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity).. London: Kogan Page.

Morgan, T. (2016). Visual Merchandising: Windows and in-store displays for retail.

Keegan, C. and Warren, M.C (2016). Global Marketing. Pearson.

Chaffey, D. and Ellis-Chadwick, F (2015). Digital Marketing: Strategy, Implementation and Practice.. London: Pearson.

Chernev, A. (2012). Strategic Marketing Management. Cerrebellum Press.

Pegler, M.M and Kong, Anne (2018). Visual Merchandising.

Kohrer, E. and Schaffrin, M. (2016). Fashion Made Fair: Modern-Innovative-Sustainable.

Fletcher, K. (2016). Craft of Use Post-Growth Fashion. London: Routledge.

Kotler, P. and Armstrong, A. (2016). Principles of Marketing European Edition,.

Granger, M.M.and Sterling, T. (2015). Fashion Entrepreneurship: Retail Business Planning. Bloomsbury.

De Chernatony, L. Creating Powerful Brands ..

Idowu, S O., Vertigans, S (2016). Stages of Corporate Social Responsibility: From Ideas to Impacts (CSR, Sustainability, Ethics & Governance). Spinger.

Padovani, C and Whittaker, P. (2017). Sustainability and the Social Fabric. London: Bloomsbury Academic.

Goworek, H and Henninger, C.E. (2017). Sustainability in Fashion: A Cradle to Upcycle Approach. London: Palgrave McMillan.

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

Jin, B and Cedrola, E (2017). Fashion Branding and Communication: Core Strategies of European Luxury Brands (Palgrave Studies in Practice: Global Fashion Brand Management). New York: Palgrave McMillan.

Belz, F. and Peattie, K (2012). Sustainability Marketing: A Global Perspective. Chicester UK: John Wiley & sons.

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