The University of Southampton
Courses

ARTD6129 Fashion Marketing and Branding 1

Module Overview

On this module you will acquire knowledge of key fashion marketing and branding principles and academic theories that will enable you to gain advanced understanding into fashion brand consumer behaviour and fashion marketing and branding strategies. On a practical level, the marketing and branding of fashion brands from a wide variety of very different cultural contexts will be discussed and analysed. In particular, you will understand fully the key differences between the marketing and branding of fashion brands and marketing and branding in different industry sectors.

Aims and Objectives

Module Aims

• To develop further your knowledge and understanding of current fashion marketing and branding practices across different cultural contexts • To empower you with knowledge and understanding of the most suitable fashion marketing and branding and fashion brand consumer behaviour theoretical models and frameworks • To embolden you so that you are able to adopt a critical and reflective stance with regard to current fashion marketing and branding activities and theoretical models • To work effectively together in class in order to develop an understanding of different cultural backgrounds

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • Key fashion marketing and branding strategies and activities
  • Suitable academic theories and models that enable critical appraisal of fashion marketing and branding strategies and activities
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate alternative fashion marketing and branding strategies and propose and justify the most appropriate choice of action for a specific fashion brand.
  • Identify and apply the most suitable fashion marketing and branding academic theories in the context of a specific, current fashion brand situation.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Take responsibility for your own learning development and academic integrity.
  • Demonstrate ability to work effectively individually and in a team role.
Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

  • Demonstrate an advanced level and understanding of the importance of the cultural context in all aspects of fashion marketing and branding.
  • Demonstrate advanced insight into fashion brand consumer behaviour and the key reasons why and how fashion consumers behave

Syllabus

• Market segmentation, targeting and positioning will be revisited from a fashion marketing and brand perspective with key differences highlighted clearly and discussed thoroughly. • Fashion brand meaning and brand building across cultures will be analysed and discussed with suitable examples from a wide variety of different cultural environments. • Brand naming strategies ranging from individual product branding to corporate branding will be discussed and analysed thoroughly, also with cultural environment in mind.

Special Features

The University provides a variety of services to students with special needs, such as an enabling service, dyslexia support and disability support. Guest lectures delivered by fashion industry and academic experts, where possible..

Learning and Teaching

Teaching and learning methods

Teaching methods include • Personal, one-to-one tutorials • Seminars • Lectures Learning activities include • Fashion brand news/magazine article discussion • Critical review of key fashion marketing and branding research papers • Tutor-guided private study and reading

TypeHours
Teaching26
Independent Study174
Total study time200

Resources & Reading list

Posner, H. (2011). Marketing Fashion. 

BrandZ.

Fashion Trend Forecasting.

General Resource. 

WGSN.

General Resource. 

General Resource. 

General Resource. 

General Resource. 

Global Brand Valuation.

Fashion Industry News and Trends.

General Resource. 

Kapferer, Jean-Noel (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. 

Drapers Online.

Assessment

Formative

Lectures and Seminars

Summative

MethodPercentage contribution
Illustrated report  (3000 words) 100%

Repeat

MethodPercentage contribution
Illustrated report  (3000 words) 100%

Referral

MethodPercentage contribution
Illustrated report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

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:

Textbooks

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

Travel Costs for placements

Reasonable travel costs for study trips (these may not be covered by the University)

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 www.calendar.soton.ac.uk.

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