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The University of Southampton

ARTD6127 Fashion Management 2

Module Overview

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

Aims and Objectives

Module Aims

- to provide you with advanced knowledge of fashion management and marketing theory relevant to the strategic management of contemporary issues in the global fashion industry; - to enhance your ability to take a global perspective with a critical awareness of fashion brand management, leadership and brand equity; - to challenge you to critically debate the social and environmental sustainability practices of the global fashion industry; - to enable you to apply a range of techniques and research methods to investigate and evaluate strategic global fashion brand development, management and marketing communications.

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;
  • current theories and practices relevant to the strategic brand management of the contemporary global fashion industry.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • design management and marketing strategies that enhance fashion brand growth and equity, based on your analysis of relevant factors;
  • identify, analyse and use a range of relevant sources to critique and evaluate social and environmental sustainability issues in the contemporary 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 brand development, marketing 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, including social and environmental sustainability and its relationship to brand growth, marketing and equity. Learning will be approached through critical debate, case study analyses, 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 studies/analysis of market research • Lectures • Seminars • Workshops • Tutorials • Optional Field Trips • E- Learning • Independent self-study Learning activities include: • In class group discussion/ critical debate • Peer learning • Role Play • Digital presentations • Mood-board creation • 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


Journal of Brand Management. 

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

Journal of Marketing. 

Made by.

Journal of Consumer Research. 

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

Harvard Business Review. 

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

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

LS:N Global.


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. 

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


Journal of Fashion Marketing and Management. 

Business of Fashion.

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


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



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

The Future Laboratory.

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

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

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

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

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

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

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

Eco Fashion World Online.

Bain&Co Market Reports.


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

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

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. 

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

Kotler, P. & Keller, K. L.. Global Marketing Management. 

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

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


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

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

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

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

Business Horizons. 

De Chernatony, L.  Creating Powerful Brands .. 


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

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

Mintel Market Intelligence.

International Journal of Market Research. 

McKinsey Market Reports.



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

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

Journal of Marketing Communications. 

Just Style.

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

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

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

Drapers Online.



Findings presentation


MethodPercentage contribution
Illustrated report  (2500 words) 80%
Individual Digital Presentation  (500 words) 20%


MethodPercentage contribution
Illustrated report  (2500 words) 80%
Individual Digital Presentation  (500 words) 20%


MethodPercentage contribution
Illustrated report  (2500 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 be 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

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