PRINCIPLES OF FASHION BRAND MANAGEMENT

SHE Level 1
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M1N525550
Module Leader Louise McBride
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • B (January start)

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. ?

Syllabus

Fashion Diffusion & Lifecycles Evolution of Fashion Marketing & Branding The Fashion Brand Environment The Fashion Brand Consumer Consumer Brand Relationship Fashion Brands & Technology Fashion Market Analysis (Internal) Fashion Market Analysis (External) Fashion & Ethics and Responsibility Fashion Market Segmentation Strategy Fashion Brand Marketing Mix The Fashion Demand Chain (Media & The Promo Mix) ?

Learning Outcomes

On successful completion of this module, students should be able to:1. Demonstrate a comprehensive knowledge of the evolution of fashion branding. 2. Comprehend the complex procedures surrounding the diffusion and segmentation of fashion and discus the various meanings and functions of fashion in contemporary society. 3. Identify the nature and characteristics of the fashion brand environment. 4. Explain the processes involved in the marketing analysis, segmentation and positioning of International Fashion Brands

Teaching / Learning Strategy

The teaching and learning strategy will consist of lectures, seminars and practical's (Lectra CAD), directed study and independent student learning. Theories and concepts will be delivered in lectures, handouts and by directed reading. The application of materials will be delivered through workshops in the form of group work. This module will be supported by VLE in the form of Blackboard, which will enhance the students' learning experience. Blackboard will provide a vehicle to display lecture overheads, provide contact information to both staff and other class members. Seminar topics, associated reading and bulletin boards will also be available. Guest lectures from fashion practitioners will be used to demonstrate the connection between theory and practice and provide contemporary industry insight. Feedback: The module also aims to deepen and broaden learning with formative feedback, peer assessment and reflective learning all being embedded in the learning, teaching and feedback structure. In particular students are required to utilise both formative and summative feedback received during the course of the module to assist in the completion of the final reflective assessment. Students will receive both formative and summative feedback which will be utilised within the final reflective assessment to increase engagement and understanding of feedback received. Feedback will be in both written and verbal formats and will be received by students within the 3 week timeframe specified in GCU feedback guidelines.

Indicative Reading

Books and articles: Recommended Text: Posner, H., Williams, S. and Posner, H., 2015. Marketing fashion: strategy, branding and promotion . Laurence King Publishing. Posner, H. 2011. Marketing Fashion, Lawrence King Textbook Aaker, D. 2010. Building Strong Brands , Simon & Shulster. Aaker, D. 2014. Aaker on Branding: 20 Principles That Drive Success , Morgan James Publishing, UK Burns, L & Bryant, N. 2011. The Business of Fashion: Designing, Manufacturing, and Marketing , 4th Edition, Fairchild. Canalichio, P. 2018 . Expand, Grow, Thrive , Emerald Publishing, Bingley, UK Choi, T-M. 2014. Fashion Branding and Consumer Behaviours: Scientific Models (International Series on Consumer Science) , Springer Dickenson, K, J. 2002. Inside the Fashion Business , 7th Edition, Merill, USA Dillon, S. 2011. The Fundamentals of Fashion Management , AVA Publishing South-Western Fletcher, K. and Grose, L. 2013. Fashion & Sustainability: Design for Change , Lawrence King Fringis, G. 2004. Fashion: From Concept to Consumer , 5th Edition Prentice Hall Hameide, K.K. 2011. Fashion Branding Unravelled , Fairchild Healey, M. 2008. What is Branding? , RotoVision, Hove, UK Hines, T. and Bruce, M. 2007. Fashion Marketing: Contemporary Issues , 2nd Eds, Butterworth Heinemann Jackson, T and Shaw, T. 2007. The Fashion Handbook , Routledge Lea-Greenwood, G. 2013. Fashion Marketing Communications , John Wiley & Sons Le Bon, C. 2015. Fashion Marketing: Influencing Consumer Choice and Loyalty with Fashion Products , Business Expert Press , LLC, New York McGoldrick, P. 2002. Retail Marketing , McGraw Hill Paulins, V & Hilary, J. 2009. Ethics in the Fashion Industry , Bloomsbury, New York. Rath, P. M.and Bay, S. 2014. The Why of the Buy: Consumer Behaviour and Fashion Marketing , Fairchild Rath, P.M., Bay, S., Petrizzi, R. and Gill, P. (2008) The Why of the Buy: Consumer Behavior and Fashion Marketing, Farichild Schroder, J. 2005. Brand Culture , Routledge Seymour, S. 2008 . Fashionable Technology , Springer Verlag. Solomon, M and Rabolt, N. 2008. Consumer Behaviour in Fashion, Prentice Hall Tungate, M. 2012. Fashion Branding: from Armani to Zara , 3rd edition, Kogan Page European Journal of Marketing Journal of Fashion Marketing Management International Journal of Retail and Distribution Management Journal of Retailing Journal of Retailing and Consumer Services Drapers Retail Week Marketing Weekly Fashion Business International Fashion Theory: The Journal of Dress Body and Culture Online sources: www.drapers.com <http://www.drapersrecord.com/> www.wgsn.com <http://www.wgsn.com/> www.wwd.com <http://www.wwd.com/> www.style.com <http://www.style.com/> www.vogue.uk <http://www.vogue.uk/> ?

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: Knowledge and understanding in the context of the subject: Demonstrate broad and more specialist understanding of subject. Time management: Manage own time in order to meet deadlines Independent working: Work effectively in an independent form. Information retrieval skills: Demonstrate ability to source information using traditional and electronic methods. IT skills: Work effectively using information and communication technology such as web and Internet, databases, spreadsheets, email and word processing. Communication skills, written oral and listening: Demonstrate ability to communicate accurately and appropriately to the audience. Numeracy skills: Use financial and other forms of numerical data to report information and solve problems

Module Structure

Activity Total Hours
Seminars (FT) 12.00
Practicals (FT) 24.00
Lectures (FT) 12.00
Independent Learning (FT) 104.00
Assessment (FT) 48.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 60.00 35% Individual Portfolio (week 12) 4 tasks (500 words / visual content approx 2 slides )
Course Work 02 n/a 40.00 35% Group Report (week 14) 2000 words