Fashion Marketing BA(Hons)

The creation of content to engage and resonate with an audience is a key skill used by fashion marketers. Students will explore this new and developing area which has become essential for promotion and marketing campaigns for fashion business both online and offline. The creation of differing types of content across varying channels from written, print, digital, visual, audio and video will be explored with an emphasis on creating content using industry standards, and emerging software, technology, and applications.

This module will explore the application of fashion marketing theories and practises in a contemporary fashion context. How fashion marketing works within organisations will be explored and examined across buying, merchandising, communication, branding, promotion, and creative practice. The fashion industry will be viewed and examined from the perspectives of home and international consumers, manufacturers, and retailers. Students will use creative practices as a way to explore and develop dynamic ideas at the cutting edge of fashion marketing and promotion.

This module will introduce the fundamentals of marketing and develop the core skills, theories and processes that underpin fashion marketing. Students will explore branding, the marketing mix, understand, and use marketing research and explore the application of strategy across the spectrum of fashion businesses. A clear understanding of the consumer and how and why they buy will be explored and how this effects the decision making processes of fashion businesses.

This module aims to develop understanding and appreciation of the dynamic processes involved in anticipating the future needs and expectations of fashion consumers and informing the global fashion organisations to meet these needs. This module will develop your knowledge and ability of trend forecasting through research methods and analysis, culminating in the communication of the forecast trend for industry application. Careful consideration of the contemporary and topical issues such as sustainability will be encouraged. A constructive and forward-looking ethos underpins the module. An examination of the fundamental structural drivers and macro trends that underpin our positioning in the world governing societal developments. There will be emphasis on design thinking methodology to map from structural drivers to consumer mind-sets’ as an integral developmental strategy for the creation of forecasts, innovation, and innovative solutions within the context of the fashion industry.

This module aims to develop your intermediate knowledge and skills within fashion marketing. It will extend your experience of, and confidence in practical and written applications of marketing within the fashion industry. You will develop your ability to critically analyse and comment on a broad range of issues relevant to the fashion industry. It will further develop your research, analysis and application of skills to various fashion outputs. You will examine and develop visual and written fashion identity across various market levels in the context of fashion promotion and communication. The module will encourage creative thinking and will develop your research, writing, visual and verbal communication skills. A constructive and forward-looking ethos underpins the module. In particular, students will be encouraged to work with each other, share knowledge, expertise and practice in a collaborative learning environment that wherever possible will simulate the experience of fashion industry professionals.

This module aims to deepen students' understanding of marketing concepts, consumer behaviour, and cutting-edge strategies within the dynamic and competitive fashion industry by building on the foundational knowledge acquired in first year. It delves into the critical aspects of branding, brand handbook development, and consumer profiling to equip students with the knowledge and skills necessary to create successful fashion marketing campaigns. Through practical exercises and real-world case studies, students will learn how to create compelling brand identities, brand guidelines, and consumer-centric marketing strategies.

This module will further develop your theoretical understanding and critical engagement with sustainability, as contextualised within your specialism (textiles, fashion, costume, marketing). Building on your foundation knowledge and maintaining a clear focus on the practical aspects of sustainability, you will work within the context of global consumers, audiences, manufacturers, retailers, marketers and other collaborative organisations and individuals in textiles and its associated industries. This module aims to specifically generate a multifaceted understanding and appreciation of the theoretical, socio-political, economic, ethical, and environmental dimensions of textile, fashion, costume & marketing practices. The module encourages debate surrounding sustainability, ethics and resources, alongside appropriate primary methods of research and investigation. Lectures, seminars, and collaborative workshops will explore a relevant range of theories that stimulate discussion, develop your capacity for independent enquiry, creative concept development and to enable you to identify and assess implications for your own practice. You will demonstrate your knowledge and understanding though reflective responses that will prepare you for honours level study.

This module will enable you to thoroughly research a specific aspect of fashion marketing to a high degree of specialisation. You will select your own area of research which, once approved, will be carried out using the creative research methodologies and academic study skills introduced earlier in your course. The chosen investigation may complement concurrent project work or allow you to develop relevant but previously unexplored areas of personal interest. The topic chosen may also reflect specific aspirations and career orientations.

This module will establish and inform your studio practice. Within it you will identify and develop a theme, subject or issue relevant to your practice. The module will re-emphasise the importance of in-depth research, within which you will demonstrate originality, pro-activity and innovation. The context and parameters of this module will be defined by you through negotiation and ongoing dialogue with your tutors.

In this module you will develop a professional portfolio that will demonstrate your area of expertise of your chosen pathway to equip you in moving into the fashion industry. The module is the culmination of skills developed throughout the course in which you will show a clear understanding and expertise in the promotion of fashion. It will demonstrate your knowledge and understanding of fashion and appropriate strategies for the promotion of fashion in varied markets. The professional portfolio allows for a personalised approach to developing and demonstrating your expertise in promoting fashion in readiness for embarking on your fashion promotions career.