Summary of content

The purpose of this module is to equip students with a broad based knowledge and understanding of the nature and background of fashion branding and the operational aspects of managing an international fashion brand. The module introduces students to the concepts, principles and practicalities underlying the business discipline of fashion branding. It aims to provide them with an overview of the role of the branding and marketing functions within international fashion businesses. The module allows students to understand the relationship between the fashion brand and the dynamic external environment and incorporates discussion on the ethical fashion debate and the impact of technology. The final strand of the module looks at the main methods of market analysis, segmentation and positioning utilised by International fashion brands.
Summary of how PRME-related issues / topics are covered in this module :
The fashion business is recognised as a global industry and as such is affected by environmental issues, unethical practices and sustainability. Hence this module, takes account of these issues throughout the teaching, in particular the international fashion supply chain and garment production, and aims to inform and develop the students understanding and critical awareness of these issues.

Module structure

Assessment methods