Skip to main navigationSkip to main content
The University of Southampton

ARTD6127 Fashion Management 2

Module Overview

Module Overview The aim of the module is to provide students with an opportunity to expand their knowledge gained in the Semester 1 Fashion Management core module. This module provides students with the opportunity to explore and critically engage with issues surrounding fashion business growth, sustainability, globalisation and brand equity management. Learning will be approached through critical debate and in depth analysis of fashion industry case studies, along with advanced strategic management theory.

Aims and Objectives

Module Aims

The aims of this module are to: • provide you with advanced knowledge of fashion management theory relevant to the strategic management of contemporary issues and future trends in the global fashion industry • enhance your ability to take a global perspective with a critical awareness of strategic impacts in Fashion brand management, leadership and brand equity. • challenge you to critically debate business sustainability policy and practices in the global fashion industry • enable you to apply a range of techniques and research methods to investigate and evaluate strategic global fashion business development, management and equity.

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.
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.
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 written and digital media;
  • demonstrate awareness of ethical considerations in regards to the sustainable management of the 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.

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: • 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)

Independent Study174
Total study time200

Resources & Reading list

Kotler, P. and Kartajay, H (2017). Marketing 4.0: Moving from Traditional to Digital. 

Drapers Online.



McKinsey Market Reports.

The Future Laboratory.

Padovani, C and Whittaker, P. (2017).  Sustainability and the Social Fabric. 

LS:N Global.

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

Journal of Marketing Communications. 

Eco Fashion World Online.

Journal of Fashion Marketing and Management. 

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

De Chernatony, L.  Creating Powerful Brands .. 

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

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

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

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

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

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


Business Horizons. 

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


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

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

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

Journal of Consumer Research. 


Kotler, P and Keller, K. (2016). Marketing Management. 


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


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

Kotler, P. & Keller, K. L. (2015). Global Marketing Management. 


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

Just Style.

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

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

Belz, F. and Peattie, K (2012). Sustainability Marketing: A Global Perspective. 

Journal of Brand Management. 

Mintel Market Intelligence.

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

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

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

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

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

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



International Journal of Market Research. 

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

Journal of Marketing. 


Bain&Co Market Reports.

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

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

Business of Fashion.

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

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

Made by.

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

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

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

Harvard Business Review. 



Case Study Analysis


MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 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

Share this module Share this on Facebook Share this on Twitter Share this on Weibo

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.