INTERNATIONAL FASHION BRAND MANAGEMENT AND COMMUNICATION

SHE Level 4
SCQF Credit Points 40.00
ECTS Credit Points 20.00
Module Code MHN522434
Module Leader Aileen Stewart
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • A (September start)-B (January start)

Pre-Requisite Knowledge

Creative Fashion Brand Development Digital Fashion Branding or Equivalents

Summary of Content

Building on previous specialist modules this module challenges students to critique, evaluate and apply contemporary fashion business understanding to the management and communication of the fashion industry. The module begins by examining advanced brand management, applied fashion branding perspective in relation to the critical appraisal and evaluation, of the forces impacting on the successful management of the international fashion branding function. Consequently, the module considers how international fashion brands can optimally meet the challenge of the developing and implementing international fashion brand management strategies in an increasingly globalised, technologically complex and competitive external environment. Specifically: it considers in depth, the strategic imperative of foreign market selection and entry, in conjunction with an examination of the forces impacting on the international fashion marketing mix standardisation/adaptation decision. The strategic implications of technological and knowledge management advances upon the management of distribution and retailing internationalisation of fashion companies are also examined in relation to the attainment of international strategic and competitive advancement. The module continues by focusing on the critical and practice-based understanding of the communication that stems from the inter-relations between cultural setting, lifestyle aspirations and the international nature of the fashion industry. To achieve this fashion brand management and communication principles and frameworks are evaluated within the context of contemporary practitioner activities. The impact of globalisation and technology on the nature and delivery of fashion communications are examined as are the communication methods used by the fashion sector (such as photography, print advertising, editorial, fashion shows and PR is explored). The module also explores the significance of a relevant, consistent and integrated image and communication strategy within the international fashion brand context. 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 t, by interpreting Culture for fashion brand Internationalisation and through modes of foreign market entry & market selection, and aims to inform and develop the students understanding and critical awareness of these issues. 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. Additionally the module requires students to complete a 'real-world problem solving' project and as such engages students with industry on a 'live' project. This also increases 'Entrepreneurship and Employability' at a crucial point in their learning. 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.

Syllabus

The evolution of fashion communication Fashion communication in practice (public and trade) - fashion journalism, imagery and image manipulation, advertising and digital media integration, PR, fashion shows, trade shows Semiotics and postmodernism in fashion brand communication - verbal and visual rhetoric Standardisation and adaption in international fashion communications Media planning and channel selection on a global scale International brand communication strategies and regulations Measures of international communication effectiveness New trends in fashion communication Evolution, critical success factors and barriers to fashion brand internationalisation Modes of foreign market entry & market selection Managing international brand identity and positioning Interpreting culture for fashion brand internationalisation Emerging fashion markets & brand strategy Methods of achieving brand differentiation Achieving growth through fashion brand extension Achieving growth through brand alliances & co-branding Fashion brand revitalisation Brand architecture and portfolio management Measuring fashion brand equity Changing fashion environment Fashion ethics, counterfeiting and sustainability

Learning Outcomes

On successful completion of this module, the student should be able to:1. Critically evaluate a country's potential for international expansion in terms of both inward and outward nature of fashion brand activity and critically evaluate the main forms of foreign market entry strategy used by international fashion brands.2. Critically evaluate the need for fashion brand communication and marketing mix adaptations when entering international markets and evaluate brand frameworks and methods of achieving growth.3. Critically evaluate the role and importance of international brand alliances and knowledge networks in attaining strategic advantage in fashion product, brand and market development with consideration to fashion industry ethics, environmental impact and sustainability. 4. Demonstrate a deep understanding of the evolving nature of integrated fashion brand communication strategies and critically evaluate the key theories and frameworks with contemporary practitioner activity. 5. Analyse the visual and verbal rhetoric of fashion communication within an international context. 6. Critically examine the role of mass and digital media within international contemporary fashion communication.

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. Guest lectures from fashion practitioners will be used to demonstrate the connection between theory and practice and provide contemporary industry insight.

Indicative Reading

-567 Books and articles: Recommended Text: Kapferer, J-N (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity), 5th Edition, Kogan Page Lea-Greenwood, G. (2013) Fashion Marketing Communications. Chichester: Wiley- Blackwell Additional Textbooks: Aaker, D (2008) Strategic Marketing Management, Wylie, New York, Alexander, N. & Docherty, A, M (2009) International Retailing, Oxford Press, London Constantino, M (1998) Fashion Marketing and PR, BT Barnard, M. (2002) Fashion as Communication. 2nd ed. Abingdon: Routledge Baron, K. (2012) Stylists: New Fashion Visionaries, Lawrence King Bruce, M., Moore, C., Birtwistle, G. (2004) Cases in International Retailing, A Case Study Approach. Elsevier, London Burke, S (2006) Fashion Computing Design Techniques, Burke Costantino, M. (1998) Fashion Marketing and PR, BT Batsford De Chernatony, L. (2010) From Brand Vision to Brand Evaluation: The strategic process, 3rd Edition, Butterworth-Heinemann De Chernatony, L and McDonald, M (2003) Creating Powerful Brands, CIM Professional Dingemans, J. (1999) Mastering Fashion Styling. London: Palgrave MacMillan Easey, M. (2008) 'Fashion Marketing', 3rd Ed, Blackwell Science Fill, C. (2005) Marketing Communications: Frameworks, Theories and Applications, 4th Eds., Prentice-Hall Fletcher, K. and Grose, L. (2013) Fashion & Sustainability: Design for Change, Lawrence King Hines, T. and Bruce, M. (2007) Fashion Marketing - Contemporary Issues, Butterworth Heinemann Hollensen, S. (2008) Essentials of Global Marketing, Prentice Hall Financial Times, London Jackson, T., & Shaw, D. (2010) The Fashion Handbook. Abingdon: Routledge Jarnow, J,A and Dickenson, K, J (1997) Inside the Fashion Business, Merill, USA Jefkins, F. (2000) Advertising, 4th Ed, Prentice Hall Jones, R.M. (2006) The Apparel Industry, Blackwell Publishing Ltd., Oxford Kapferer, N (2008) The New Strategic Brand Management, Kogan Page Keaney, M (2007) Fashion and Advertising, Rotovision Keller, K.L. (2003) Building, Measuring and Managing Brand Equity, Prentice Hall, London, Keller, K. (2007) Strategic Brand Management, Pearson, London Kitchen, P & Pelsmacker (2004) Integrated Marketing Communication, Routledge Lui, S (2012) Fashion Market and Design Management: How does a high street fashion brand manage its new product development process to meet the demand of a new market, Lambert McEachern, M.G. and Carrigan, M. (2013) Contemporary Issues in Green and Ethical Marketing (Key Issues in Marketing Management, Routledge Minney, S. (2011) Naked Fashion: The New Sustainable Fashion Revolution, New Internationalist publications Moore, G. (2012) Fashion Promotion: building a brand through marketing and communication. Switzerland: AVA Publishing Morgan, T (2009) Visual Merchandising, Laurence King. Mower, S (2007) Stylist- The Interpreters of Fashion, Rizzoli Paulins, V & Hilary, J (2009) Ethics in the Fashion Industry, Fairchild. Percy, L (2008) Strategic Integrated Marketing Communications, Butterworth- Heinemann Pickton, D. and Broderick, A. (2004) Integrated Marketing Communications, 2nd Eds., Prentice Hall. Saren, M. (2006) Marketing Graffiti: the view from the high street, Butterworth- Heinemann Sheridan, J. (2010) Fashion Media Promotion: The new black magic. Chichester: Wiley- Blackwell Shijian, L (2012) Communicating Fashion Brands, Sendpoints Shimp, T.A. (2006) Advertising, Promotion and other aspects of integrated Marketing Communications, 6th Ed, Prentice-Hall. Shinkle, E (2008) Fashion as Photograph, Viewing and Reviewing Images of Fashion, I B Taurus & Co. Siegle, L. (2011) To Die For: Is Fashion Wearing Out the World?, Harper Collins Solomon and Rabolt (2008) Consumer Behaviour in Fashion, Prentice Hall Tungate, M (2008) Fashion Branding from Armani to Zara. Kogan Page Wang, S. (2013) Fashion Exposed: Graphics, Promotion and Advertising, Promopress Wheeler, A (2012) Designing Brand Identity: An Essential Guide for the Whole Branding Team, Wiley Yeshin, T. (2005) Advertising, Thomson. Zhiyan, W., Borgerson and J., Schroeder, J. (2013) From Chinese Brand Culture to Global Brands: Insights from aesthetics, fashion and history, Palgrave MacMillan Journals: 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 International Journal of Fashion Marketing and Management European Journal of Marketing Journal of Brand Management Journal of Consumer Behaviour Fashion Theory: The Journal of Dress Body and Culture Trade Magazines Campaign Design Week Drapers Marketing Weekly Textile View Fashion Business International Retail Week Harvard Business Review Websites http://www.infotrac.co.uk http://www.wgsn.com http://www.asa.org.uk http://www.visitforinfo.co.uk http://www.psfk.com http://stylebubble.typepad.com/ http://thesartorialist.blogspot.com/ http://facehunter.blogspot.com/ http://showstudio.com/ http://www.Vogue.co.uk http://www.style.com http://www.telegraph.co.uk/fashion/ <http://www.just-style.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.

Module Structure

Activity Total Hours
Lectures (FT) 22.00
Seminars (FT) 22.00
Tutorials (FT) 4.00
Practicals (FT) 40.00
Independent Learning (FT) 244.00
Assessment (FT) 68.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 03 n/a 40.00 n/a 2000 word report
Course Work 01 n/a 40.00 n/a Group Communications Pack & Presentation to Industry (Live Project) (Peer assessed) - Sem B Week 6
Course Work 02 n/a 20.00 n/a Individual Portfolio (Reflective Essay 500 words) Sem B Week 13