FASHION BRAND DEVELOPMENT

SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N225573
Module Leader Aileen Stewart
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • A (September start)

Pre-Requisite Knowledge

Principle Fashio Brand Development or equivalent

Summary of Content

Fashion branding is essentially a product focused activity. As such, the aim of this module is to examine the context for the creation and development of fashion products from a branding and product management perspective It outlines the various theoretical NPD models, taking into account the complex international dynamics of fashion and lifestyle product lifecycles. The module aims to equip students with an extensive knowledge of the mechanics of fashion brand development and management with particular focus on the fashion buying function. Consideration is also given to product protection - particularly the remedies available to protect the intellectual and design properties of fashion products. The impact of technology on international fashion brand and product development is also an important aspect of this module. Furthermore, the distinguishing feature of the module is the practical design skills applicable to product and brand development. PRME related issues: 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 new product development process, product lifecycles and fashion buying considerations and aims to inform and deepen the students understanding and critical awareness of these issues.

Syllabus

The NPD Process & Technology Design/Garment Awareness 2 The Fashion Buyer, Role & Buying Cycle, Forecasting Planning& Budgeting Sourcing& Range Planning Brand Development and DNA Brand Culture, Mission and Values Brand Positioning Brand Identity Brand Auditing & Portfolio Management Strategies for Brand Protection

Learning Outcomes

On successful completion of this module, the student should be able to: 1. Explain and discuss the main principles of the NPD process in the context of fashion products taking into consideration the current issues within the international fashion environment. 2. Identify the nature, characteristics, buying cycle and role of an international fashion buyer and the use of technology within the process. 3. Determine the theoretical aspects of brand development and to consider their application in practice. 4. Examine issues in fashion brand protection, with particular attention to design/product copyright, brand protection and the ethical practices surrounding this area e.g. counterfeiting.

Teaching / Learning Strategy

The teaching and learning strategy will consist of lectures, seminars and practicals, 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. Practical classes will also make use of relevant CAD software packages e.g. Lectra, Photoshop. Guest lectures from fashion practitioners will be used to demonstrate the connection between theory and practice and provide contemporary industry insight. The module also aims to deepen and broaden learning with formative feedback 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. Additionally, the module introduces students to 'real-world problem solving', 'Entrepreneurship and Employability by engaging with both industry and students from a different discipline on a live industry or market relevant project. Feedback: 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. Students will experience a variety of assessment formats within the module. Occurring during the first semester assessment diet, the students will complete a group presentation following a 'Dragon's Den' approach with industry panel members adding to the authenticity. The final strand of assessment requires the students to submit a 'portfolio' (assessment work and work completed for seminar/workshop classes - individual tasks).

Indicative Reading

Recommended Text: Posner, H., (2015) Marketing Fashion, Second edition: Strategy, Branding and Promotion , Lawrence King Publishing Ltd., London. Jackson, T and Shaw, T (2007) The Fashion Handbook , Routledge Textbooks: Aaker, D (2010) Building Strong Brands , Simon & Shulster. Brannon, E.L., 2010. Fashion forecasting . New York, NY: Fairchild Books. Bruce, M and Bessant, J (2002) Design in Business , Prentice Hall Burke, S (2006) Fashion Computing Design Techniques , Burke Canalichio, P. (2018) Expand, Grow, Thrive , Emerald Publishing, Bingley, UK De Chernatony, L and McDonald, M (2003) Creating Powerful Brands , CIM Professional Dillon, S (2011) The fundamentals of Fashion Management , AVA Publishing Dunne, P., Carver, J. and Lusch R. F. (2013) Retailing (International edition) 8th edition, South-Western Easey, M. (2008) 'Fashion Marketing' , 3rd Ed, Blackwell Science Gowerek, H (2007) Fashion Buying , Blackwell Hammond, K. L. (2017) Branding: Brand Identity, Brand Strategy, and Brand Development , Publisher unknown Hameide, K.K., 2011. Fashion branding unraveled . New York: Fairchild books., Hines, T. and Bruce, M. (2007) Fashion Marketing - Contemporary Issues , Butterworth Heinemann Jackson, T and Shaw, D (2001) Mastering Fashion Buying and Merchandising Management , Palgrave Jarnow, J,A and Dickenson, K, J (1997) Inside the Fashion Business , Merill, USA Jin, B. and Cedrola, E., (2017) Fashion Branding and Communication: Core Strategies of European Luxury Brands , Palgrave Pivot, Springer Nature, New York Jones, R.M. (2006) The Apparel Industry , Blackwell Publishing Ltd., Oxford Kapferer, N (2012) The New Strategic Brand Management , Kogan Page Keller, K. (2012) Strategic Brand Management: Global Edition , Pearson, London Lerman, S. (2014) Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development , Simon & Schuster Inc., New York McKelvey, K & Munslow, J (2008) Fashion Forecasting , Wiley Blackwell. Raymond, M (2010) The Trend Forecasters Handbook, Lawrence King Rousso, C. and Ostroff, N.K., 2018. Fashion forward: A guide to fashion forecasting . Bloomsbury Publishing USA. Shaw, D. and Koumbis, D., 2017. Fashion Buying: From Trend Forecasting to Shop Floor . Bloomsbury Publishing. Saren, M. (2006) Marketing Graffiti: the view from the high street , Butterworth Heinemann Seymour, S (2008) Fashionable Technology , Springer Verlag. Shinkle, E (2008) Fashion as Photograph, Viewing and Reviewing Images of Fashion , I B Taurus & Co. Solomon and Rabolt (2008) Consumer Behaviour in Fashion , Prentice Hall Steenkamp, J-B. E. M. (2017) Global Brand Strategy: World-wise Marketing in the Age of Branding , Palgrave MacMillan, London Trott, P. (2008) Innovation Management and New Product Development , Pearson, Tungate, M (2008) Fashion Branding from Armani to Zara . Kogan Page Tyler, D.J. ed., 2009. Carr and Latham's technology of clothing manufacture . John Wiley & Sons. Urban, G. and Hauser, J.(1993) Design and Marketing of New products , Prentice Hall. Varley, R (2006) Retail Product Management , Routledge. Wheeler, A. and Millman, D. (2017) Designing Brand Identity: An Essential Guide , Wiley & Sons, Hoboken, New Jersey Journals & Trade Press: International Journal of Fashion Marketing and Management Journal of Product and Brand Management European Journal of Marketing International Journal of Retail and Distribution Management Journal of Brand Management Journal of Consumer Behaviour Harvard Business Review Fashion Theory: The Journal of Dress Body and Culture Drapers record Textile View Fashion Business International Retail Week Marketing Week Online sources: http://www.Vogue.co.uk <http://www.vogue.co.uk/> <http://www.style.com/> <http://www.telegraph.co.uk/fashion/> <http://www.just-style.com/> <http://www.wgsn.com/> <http://www.thesartorialist.blogspot.com/> <http://www.psfk.com/category/fashion> <http://www.wipo.int/hahue/en/> <http://www.ipo.gov.uk/> <http://www.fdpa.co.uk/> <http://acid.eu.com/> Textbooks: Journals & Trade Press European Journal of Marketing Journal of Advertising Research International Journal of Advertising Journal of Fashion Marketing Management International Journal of Retail and Distribution Management Journal of Product and Brand Management Journal of Promotion Management Journal of Marketing Research Clothing and Textiles Research Journal Campaign Design Week Drapers Record Marketing Weekly Websites www.infotrac.co.uk <http://www.infotrac.co.uk> www.wgsn.com <http://www.wgsn.com> www.asa.org.uk <http://www.asa.org.uk> www.visitforinfo.co.uk <http://www.visitforinfo.co.uk> www.psfk.com <http://www.psfk.com> <http://stylebubble.typepad.com/> <http://thesartorialist.blogspot.com/> <http://facehunter.blogspot.com/> <http://showstudio.com/>

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
Independent Learning (FT) 114.00
Assessment (FT) 50.00
Lectures (FT) 12.00
Practicals (FT) 12.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 02 n/a 60.00 35% Individual Portfolio (week 11) Approx 5 slides
Course Work 01 n/a 40.00 35% Group Presentation (week 14) 20 minutes