FASHION RETAIL ENVIRONMENT: OMNICHANNEL & VISUAL MERCHANDISING

SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N225582
Module Leader Louise McBride
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • B (January start)

Summary of Content

The retail environment plays a central and vital role within the fashion industry and the aim of this module is to explore the contemporary retail operation specifically, the omni-channel retail model and the role that visual merchandising plays both on and offline. The module begins by examining the operational structures of fashion businesses, from small niche brands to large global players, and explores the various job roles within the industry. It then provides students with an historical overview of how fashion retailing has evolved, with particular emphasis on retail formats and operations including the impact of the internet and new technologies therein. The module also considers the changing distribution methods and retail standards as a result of these technological advances and consumer demand for increased transparency of retail operations. These different retail formats and stores are discussed in recognition of the increasing strategic significance of visual merchandising (VM). The history, form and function of VM are considered before key design principles and processes are evaluated. The module continues by critically evaluating the theoretical frameworks and contemporary practice involved in store design, atmospherics, window and interior display and the role of VM in presenting the retail proposition. Throughout the module an evolutionary approach is adopted affording students an understanding of the contemporary fashion retail industry in its current, complex conceptualisation. Summary of how PRME-related issues/topics are covered in this module: In the modern fashion industry the retail function now operates on an international level lending a truly global perspective to the module. This perspective will be cemented by in-depth consideration of the ethical, environmental and social issues involved in fashion retailing. Guest lectures from industry practitioners will assist in illustrating the connection between theory and practice and provide contemporary industry insight into the subject area.

Syllabus

Head Office and Store organisational structures, functions and roles; The evolution of fashion retail outlet types, retail change, growth and impact of on-line retailing The Fashion Omnichannel Environment Fashion Omnichannel distribution strategies Delivering the retail brand proposition: retail standards (CSR), customer service Experiential Fashion Retail & role of new technologies New Retail Formats History form and function of VM VM and consumer behaviour VM design principles Store location and store design Space management and store layout Store environment and atmospherics Window display Interior display VM and market position VM online International trends in VM

Learning Outcomes

On successful completion of this module, the student should be able to: 1. Demonstrate a deep understanding of the structure, scope, influence and considerations involved in the contemporary omni-channel fashion retail environment 2. Demonstrate a sound understanding of the impact of new technologies on fashion retail trading formats and operations 3. Critically examine the strategic significance of visual merchandising in terms of retail performance 4. Assess critically the application of visual merchandising principles and theoretical frameworks to the retail environment

Teaching / Learning Strategy

The teaching and learning strategy will consist of lectures, seminars, 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 individual and group tasks. 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 presentations, provide contact information to both staff and other class members. Seminar topics, associated reading and bulletin boards will also be available. Guest lectures from practitioners will be used to demonstrate the connection between theory and practice and provide contemporary industry insight.

Indicative Reading

Pegler, M., & Kong, A. 2018. Visual Merchandising and Display , 7th ed. Fairchild Books: USA Piotrowicz, W. and Cuthbertson, R. 2018. Exploring Omnichannel Retailing: Common Expectations and Diverse Realities, Hardcover, Springer International Publishing Books and articles: Bell, J. & Ternus, K. 2017. Silent Selling: Best Practices and Effective Strategies for Visual Merchandising, Fairchild: USA Black, S. 2012. Sustainable Fashion Handbook , Thames & Hudson, London Diamond, J., & Diamond, E. 2011 . Contemporary Visual Merchandising and Environmental Design . 5th ed. Pearson Prentice Hall Dillon, S. 2012. The Fundamentals of Fashion Management . AVA: Swiitzerland Fernie, J., Fernie, S., & Moore, C. 2015. Principles of Retailing , Routledge: New York Fletcher, K. and Grose, L. 2013. Fashion & Sustainability: Design for Change , Lawrence King Gordon, J.F. and Hill, C. 2015. Sustainable Fashion: Past, Present and Future, Bloomsbury Publishing Goworek, H., McGoldrick, P. 2015. Retail Marketing Management: Principles & Practice , Pearson Education Limited, Harlow Kahn, B. E. 2018. The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruptio n, Wharton Digital Press Koumbis, D. 2014. Fashion Retailing: from Managing to Merchandising , Bloomsbury Publishing Plc, London Levy, M., & Weitz, B.A. 2012 . Retailing Management McGraw-Hill: New York Lusch, R.F., Dunne, P.M., & Carver, J.R. 2011. Introduction to Retailing , South-Western Cengage Learning: China Morgan, T. 2016. Visual Merchandising Window and in-store Displays for Retail , Lawrence King Publishing: London Welfare, A. 2013. The Retail Handbook (Second Edition): Master Omnichanne - Bbest Practice to Attract, Engage and Retain Customers in the Digital Age , Rethink Press Journals: Drapers 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 Other sources: 'Quality Press' including: The Guardian, The Telegraph, The Herald and Financial Times. Trade publications including: Campaign, Design Week, Drapers, PR Week, Marketing Week Trade analytical and trend reporting services: WGSN, EDITED, Passport (Euromonitor)

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

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 50.00 35% Individual store design (week 14). Visual Project - approx. 6 slides.
Exam (Exams Office) 2.00 50.00 35% Exam (Exams Office)