The University of Southampton

ARTD6127 Fashion Management 2

Module Overview

The aim of the module is to provide students with an opportunity to deepen 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 social and environmental sustainability, internationalisation, strategic brand management and corporate leadership. Learning will be approached through critical debate and analysis of in-depth fashion industry case studies, along with advanced design, management and marketing theory.

Aims and Objectives

Module Aims

The aims of this module are 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 - Enhance your ability to take an international perspective with a critical awareness of current issues in Fashion Management - Challenge you to critically debate the social, environmental and sustainability practices of the global fashion industry - Enable you to apply a range of techniques and research methods to investigate and evaluate strategic global fashion brand development and management.

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 management of contemporary issues facing the global fashion industry.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Design management strategies that enhance fashion brand equity, based on your analysis of relevant factors.
  • Identify, analyse and use a range of relevant sources to critique and evaluate social, environmental and sustainability issues in the 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 oral, 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 design, 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 brand equity and strategic brand development. This will be approached using business case studies (including Harvard case studies). 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 building and corporate social responsibility. Learning will be approached through critical debate, case study analyses, lectures, guest lectures, seminars, workshops and group work.

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 • Lectures • Seminars • Workshops • Tutorials • Field Trips • E- Learning • Independent self-study Learning activities include: • Group projects • In class group discussion/ critique • Peer learning • Team-work • Role Play • Student 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

Cline, E.L., (2013). Overdressed: The Shockingly High Cost of Cheap Fashion. 

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

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

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

Goworek, H. and McGoldrick P (2015). Retail Marketing Management: Principles and Practice. 

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

Journals. Journal of Brand Management Journal of Consumer Research Journal of Business Research Journal of Marketing Communications International Journal of Market Research Business Horizons European Journal of Marketing Harvard Business Review Journal of Business Research Journal of Fashion Marketing and Management Journal of Marketing

Fernie, J. and Sparks, L. (2014). Logistics and Retail Management: Emerging Issues and New Challenges in the Retail Supply Chain. 

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

Ottman, J.A., (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. 

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

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

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

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

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

Burns, D. L. & Mullet, K.K., (2011). The Business of Fashion. 

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

Websites. - Bain&Co Market Reports - Business of Fashion - Drapers Online - Eco Fashion World Online - Ethical Fashion Forum - Greenpeace - Just Style - LS:N Global - McKinsey Market Reports - Mintel Market Intelligence - PETA - WGSN

Fletcher, K. (2008). Sustainable Fashion and Textiles: Design Journeys. 

Chaffey, D. and Ellis-Chadwick, F (2012). Digital Marketing: Strategy, Implementation and Practice. 

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

Dicken, P (2015). Global Shift: Mapping the Contours of the Changing World Economy. 

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

Hoffmann, J, & Coste-Maniere, I (2012). Global Luxury Trends: Innovative Strategies for Emerging Markets. 

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





MethodPercentage contribution
Illustrated report  (3000 words) 80%
Individual Digital Presentation  (500 words) 20%


MethodPercentage contribution
Illustrated report  (3000 words) 80%
Individual Digital Presentation  (500 words) 20%


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 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 core/recommended 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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