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

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.

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

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



The Future Laboratory.

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

Just Style.


Journal of Brand Management. 

Bain&Co Market Reports.

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

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

LS:N Global.

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

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

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



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


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

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

International Journal of Market Research. 

McKinsey Market Reports.

De Chernatony, L.  Creating Powerful Brands .. 

Journal of Marketing. 


Eco Fashion World Online.

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

Harvard Business Review. 

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

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

Drapers Online.

Journal of Marketing Communications. 

Mintel Market Intelligence.

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

Made by.

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

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

Business of Fashion.

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

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

Journal of Fashion Marketing and Management. 

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

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

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

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


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


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

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

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

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

Journal of Consumer Research. 

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

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

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


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

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

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). 

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

Business Horizons. 

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




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
Privacy Settings