This module will give you an understanding of what the ‘Fashion Industry’ means. It will set out the nature of businesses that make up the Fashion industry in terms of what products and services they deliver, where they operate (geographically, online/physical presence), what business models they typically use and the types of consumer they target. This will establish a sense of the factors that shape the success of the Fashion Industry as businesses are established and develop on a global stage. In this context you will review a range of Fashion Industry careers, critically reviewing the challenges and opportunities inherent to those careers. Such a critical review will be formative in understanding the nature of skills and thinking demanded in particular career paths and where you may wish to fit or shape a particular path.
This module aims to provide an introduction to the history of fashion from two main perspectives: a) the HISTORICAL (diachronic) perspective which deals with the history of fashion starting with ancient Egypt until the l970’s; b) the CULTURAL (synchronic) perspective which deals with the difference aspects of fashion within their geographical and social context. Students will be introduced to the history of textiles, garment-construction, metal work for jewellery and armour, fastenings, dyes and patterning and relate these to the work of contemporary designers.
This module is an introduction to the discipline of fashion journalism and content creation with the style press, focused primarily in the UK. It examines the contemporary characteristics of the fashion publishing business from a commercial and creative point of view and introduces the role of the fashion journalist within it. From content marketing for fashion brands to news sourcing and feature writing, students will understand the purposes and differences between a cross-section of different fashion journalism techniques and roles. At the centre of fashion journalism is the fashion designer. In this module, theory and practice will come together with the critical analysis and discussions of several key influential designers of the 20th and 21st century and how they have been and are represented within the fashion press. Teaching will take the form of creative and interactive workshops during which students will be introduced to the techniques of journalism via critical market analysis and learn how to articulate visual ideas and fashion trends within a variety of writing styles.
This module links global marketing to the distinctive challenges of fashion business. The module’s ethos will portray fashion in a global context. Examples would be taken from developed western fashion markets, balanced with examples from Brazil, Russia, India and China. There will be a clear focus on the distinctive nature of fashion and why this term does not equate to selling apparel. You will get a clear appreciation of why consumer behaviour should be the focus of fashion marketing. The relationship between brand design and consumer experiences will form the foundation and rationale for marketing decisions in retailing, communications, pricing, and e-business. Attention will be devoted to integrated marketing communications, especially in the value of public relations. Consumer expectations will be addressed by examining: fashion businesses that work in spectrum of fast to slow fashion, how a fashion brand may be perceived as a luxury brand and how social responsibility impacts upon fashion businesses.
Group report (2000 words)
Written assignment essay (2500 words)
Fashion Buying and Merchandising
No. of Periods:
Students will be introduced to the principles of fashion and buying focussing primarily on this function within a fashion multiple. There will be a review of the distinct roles of the buyer and merchandiser and of the activities of each in the buying cycle. The various stages of the buying cycle will be followed and an understanding of each key stage will be developed. From the initial point of identifying the target market, fashion forecasting, sourcing, range planning, budgeting for profit to finally producing a commercial range in store. The role of buyers and merchandisers does not stop when the goods arrive in store and hence, trading the range and how the performance of the buyer and merchandiser is assessed will also be included. Throughout the module emphasis will be on using industry based simulated activities. By clarifying the precise roles of the buyer and the merchandiser students will have a clearer understanding of the buying office positions and will be able to facilitate well informed career choices.