Fashion Management 2

Learning Outcomes

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.

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;

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:

• 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.

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

McKinsey Market Reports.

Business of Fashion.

Wrap.

PETA.

Mintel Market Intelligence.

E-Learning.

WGSN.

Just Style.

E-Learning.

Eco Fashion World Online.

LS:N Global.

E-Learning.

Made by.

The Future Laboratory.

E-learning.

E-learning.

Bain&Co Market Reports.

Greenpeace.

E-Learning.

Drapers Online.

E-Learning.

Journal Articles

Business Horizons.

Journal of Fashion Marketing and Management.

Harvard Business Review.

Journal of Marketing Communications.

Journal of Consumer Research.

International Journal of Market Research.

Journal of Marketing.

Journal of Brand Management.

Textbooks

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

De Chernatony, L. Creating Powerful Brands ..

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

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.

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

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

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