MARKETING FOR THE FASHION INDUSTRY

SHE Level 1
SCQF Credit Points 10.00
ECTS Credit Points 5.00
Module Code M1N524842
Module Leader Julie McColl
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • C (May start)

Summary of Content

-108 The overall aim of the module is to provide anintroduction to the nature and characteristics of contemporary fashion and retailing in today's society. This module explores the dynamic nature of the sector, drawing upon the theories of retail change and environmental analysis. Particular consideration is given to the role and function of branding within fashion businesses in addition to gaining an awareness of the design and creative elements of fashion.

Syllabus

-360b7 Definitions and Levels of Fashion b7 Fashion History b7 Fashion Design and Garment Awareness b7 The Role of Technology in Fashion Design b7 Fashion Buying b7 Fashion Production and Ethical Issues b7 The Fashion 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 changedevelopments.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 thefunction of branding therein.4. Identify and explain the impact of political, economic, socio-cultural and technological factors upon fashion consumptionbehaviour.

Teaching / Learning Strategy

A blended learning approach will be used, which combines lectures, seminars and practical workshops. Practical sessions and seminars will be linked to the lecture; incorporating problem based learning strategies and e-learning materials. Fieldtrips will also be undertaken to fashion retailers and related exhibitions, in addition to guest speakers from industry, who will support the main lectures providing an insight into the different career paths in the fashion sector.

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

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Module Structure

Activity Total Hours
Seminars (PT) 11.00
Lectures (PT) 11.00
Assessment (PT) 18.00
Independent Learning (PT) 60.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 2 n/a 50.00 35% Group work - Including presentation material and supporting material.
Coursework 1 n/a 50.00 35% Group work presentation - 15 minutes.