Fashion Management 2

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

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

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;

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

E-Learning.

The Future Laboratory.

E-Learning.

Bain&Co Market Reports.

Eco Fashion World Online.

E-learning.

Greenpeace.

E-Learning.

E-Learning.

WGSN.

Mintel Market Intelligence.

PETA.

Business of Fashion.

E-learning.

Drapers Online.

Just Style.

Wrap.

McKinsey Market Reports.

E-Learning.

Made by.

LS:N Global.

Journal Articles

Journal of Brand Management.

International Journal of Market Research.

Journal of Fashion Marketing and Management.

Business Horizons.

Journal of Consumer Research.

Journal of Marketing Communications.

Harvard Business Review.

Journal of Marketing.

Textbooks

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

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

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

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.

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

De Chernatony, L. Creating Powerful Brands ..

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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