INTERNATIONAL FASHION BRAND MANAGEMENT

SHE Level 4
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MHN522770
Module Leader Louise McBride
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • B (January start)

Pre-Requisite Knowledge

MHN520458 Integrated Fashion Brand Communications

Summary of Content

Building on previous specialist modules in, this module takes an advanced brand management and 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 at both SME and MNE levels. Consequently, the orientation of the module is focused on 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.

Syllabus

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

Learning Outcomes

On successful completion of this module students 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.2 Compare and critically evaluate the main forms of foreign market entry strategy used by international fashion brands.3 Critically evaluate the need for fashion brand communication and marketing mix adaptions when entering international markets.4 Critically evaluate the role and importance of international brand alliances and knowledge networks in attaining strategic advantage in fashion product, brand and market development.5 Critically evaluate the trends and modes of international distribution and logistics of fashion products with particular reference to the impact of technological innovation and change (eg the role of e-marketing).6 Critically identify and evaluate the brand frameworks and methods of achieving growth.

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

Recommended Text: Hines, T and Bruce, M (2007) Fashion Marketing-Contemporary Issues, CIM Professional. 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 Bruce, M., Moore, C., Birtwistle, G. (2004) Cases in International Retailing, A Case Study Approach. Elsevier, London De Chernatony, L and McDonald, M (2003) Creating Powerful Brands, CIM Professional Easey, M. (2008) 'Fashion Marketing', 3 rd Ed, Blackwell Science Hollensen, S. (2008) Essentials of Global Marketing, Prentice Hall Financial Times, London Jarnow, J,A and Dickenson, K, J (1997) Inside the Fashion Business, Merill, USA Jones, R.M. (2006) The Apparel Industry, Blackwell Publishing Ltd., Oxford Kapferer, N (2008) The New Strategic Brand Management, Kogan Page Keller, K.L. (2003) Building, Measuring and Managing Brand Equity, Prentice Hall, London, Keller, K. (2007) Strategic Brand Management, Pearson, London Solomon and Rabolt (2008) Consumer Behaviour in Fashion, Prentice Hall Tungate, M (2008) Fashion Branding from Armani to Zara. Kogan Page 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 Websites <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>

Transferrable Skills

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
Assessment (FT) 30.00
Independent Learning (FT) 146.00
Lectures (FT) 12.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 100.00 40% Individual Presentation, weeks 6-12