SHE Level 1
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M1N520909
Module Leader Louise McBride
School Glasgow School for Business and Society
Subject Fashion Marketing
  • A (September start)-B (January start)

Summary of Content

The overall aim of the module is to provide a dynamic, engaging, contemporary and challenging introduction to the nature and characteristics of the British fashion retailing sector. This module explores the dynamic nature of the sector, and draws upon the theories of retail change and environmental analysis to provide a context for these investigations. Particular consideration is given to the role and function of branding within fashion businesses, as well as to the nature and scope of employment opportunities that the sector provides.


Theme 1 * Definitions and levels of fashion * Fashion history * Fashion Design and garment awareness * Role of technology in fashion design * Fashion Buying (Fast Fashion & Quick Response) * Fashion Production and Supply Chain * Ethical considerations of global sourcing Theme 2 * Fashion Retail Sector Environment and Characteristics * Definitions and historical developments in fashion retailing * Structure of British fashion retailing and organisational formats * Theories of retail change * Environmental factors and their influence on retail developments and patterns of consumer spending * The Fashion Retail Marketing Mix

Learning Outcomes

On successful completion of this module, students should be able to:1. Demonstrate a knowledge of the fashion retail consumption system - in terms of trends, cycles and change developments.2. Examine from an historical perspective, the nature and function of fashion brand retailing within contemporary society.3. Demonstrate an understanding of the fashion design process and garment awareness, and the importance of the function of branding therein.4. Identify and explain the impact of political, economic, socio-cultural and technological factors upon fashion consumption behaviour.

Teaching / Learning Strategy

The teaching and learning strategy consists of lectures, seminars and practical workshops, as well as directed study and independent student learning. Practical sessions and seminars will be linked to the lecture and delivered using problem based learning strategies such as case studies, journal paper presentations, internet research, videos etc. Fieldtrips will also be undertaken where possible, such as research trips to retail outlets or fashion-related exhibitions. Guest speakers from industry and other university departments will supplement the main lectures and offer students an insight into different career paths in the fashion sector. In addition to attendance at class, students are required to carry out additional reading to reinforce their learning as directed by the course leader. The delivery of the course is supported by Blackboard VLE, an online environment which will contain course information, lecture slides and assessment materials. Students should check the announcements page regularly for any news relating to the course.

Indicative Reading

Indicative Reading Hines T. and Bruce M (2007) Fashion Marketing - Contemporary Issues, Butterworth (E-BOOK) Easey, M. (2009) 'Fashion Marketing' 2nd edition, Blackwell Publishing; England (E-BOOK) Cox, R., Britain, P. (2004) ' Retailing: An Introduction', Prentice Hall, London Additional Reading Aaker, D and Joachimsthaler, E. (2002), 'Brand Leadership', Free Press; London Agins, T (2001) 'The end of Fashion' Harper Collins; London Bohdanowicz, J & Clamp, L (1994) 'Fashion Marketing' Routledge; London Borelli, (2002) 'Net Mode: Web Fashion Now' Thames & Hudson; London Brassington, F (2007) ' Principles of Marketing' FT Prentice Hall; London Bruce, M (2003) 'International Retail Marketing' Elsevier Butterworth-Heinemann; London Christopher, M & Peck, H (2003) 'Marketing Logistics' Butterworth-Heinemann; Oxford (E-BOOK) Curtis, E (2004) 'Fashion Retail' Wiley Academic; London Diamond, E (2006) 'Fashion Retailing' Prentice Hall; London Fringis, G (2009) 'Fashion from concept to consumer' Prentice Hall; London Jackson. T and Shaw, D (2009) 'Mastering Fashion Marketing' Palgrave; England Jackson, T and Shaw, D (2007) 'The Fashion Handbook' Palgrave; England Jones, R. (2006) 'The Apparel Industry', Blackwell Publishing; London Jobber, D (2009) 'Foundations of Marketing' McGraw Hill; London Kitchen, P and Pelsmacker, P (2004) 'Integrated Marketing Communications' Routledge; London (E-BOOK) Kotler, P (2010) 'Principles of Marketing' Pearson Prentice Hall; London McGoldrick, P. (2002) 'Retail Marketing' 2nd edition, McGraw Hill; London Solomon, M (2009) 'Consumer Behaviour in Fashion' Prentice Hall; London Varley, R (2006) 'Retail Product Management' Routledge; London Tungate, M (2008) 'Fashion Brands: Branding style from Armani to Zara', Kogan Page; London (E-BOOK) Waddell, G (2004) 'How Fashion Works' Blackwell; London

Transferrable Skills

Sixth year pupils in the Greater Glasgow area will attend the University for one day per week (or two half days) for 24 weeks from the beginning of the school year until the end of March. Each day will be structured around two lecture inputs: Trimester 1 will commence with Theme 1 and Trimester 2 will deliver Theme 2. Practical sessions and seminars will be linked to the lecture inputs using problem based learning strategies. Learning materials such as case studies, exercises, visits to retailers, journal paper presentations, vicual merchandising, online resources, videos etc will be available. A number of guest lectures will be arranged to complement the core lectures. Students will have a dedicated flexible room with wireless internet connections.

Module Structure

Activity Total Hours
Seminars (PT) 20.00
Assessment (PT) 30.00
Lectures (PT) 30.00
Independent Learning (PT) 80.00
Practicals (PT) 20.00
Directed Learning 20.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 50.00 35% Theme 1 - Individual presentation and design boards
Coursework 2 n/a 50.00 35% Theme 2 - Individual Report - 2000 words