PROJECT: INTERNATIONAL FASHION BRAND MANAGEMENT & COMMUNICATION

SHE Level 4
SCQF Credit Points 40.00
ECTS Credit Points 20.00
Module Code MHN525583
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

Fashion Brand Development, Fashion Brand Promotion and Fashion Retail Environment or equivalent

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, 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 and analyse the strategic brand strategies utilised by International fashion companies through application of theory to practice.2. Demonstrate an understanding of how strategic brand strategy management decisions inform fashion brand communication practices.3. 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.4. Critically examine the role of mass and digital media within international contemporary fashion communication.5. 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 market in an omnichannnel environment.6. Critically analyse the theoretical and practice based decisions international fashion brands make in relation to internationalisation, culture and ethical business practices.

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. Practical classes will consist of Adobe Creative Suite (InDesign or equivalent) teaching.

Indicative Reading

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 Smith, P., Zook, Z (2016) Marketing communications: Offline and online integration, engagement and analytics . 6th Ed. Kogan Page Kotabe, M. and Kristiaan, H. (2017 ) Global Marketing Management , 7th Edition, Wiley Smith, P., Zook, Z (2016) Marketing communications: Offline and online integration, engagement and analytics . 6th Ed. Kogan Page Additional Textbooks: Aaker, D. (2008) Strategic Marketing Management , Wylie, New York, Aaker, D. (2014) Aaker on Branding: 20 Principles That Drive Success , Morgan James Publishing, UK Alexander, N. & Docherty, A, M (2009) International Retailing , Oxford Press, London Arens, W.A. and Weigold, M.F. (2017) Contemporary Advertising and Integrated Marketing Communications , 4th ed, McGraw-Hill Barnard, M. (2002) Fashion as Communication. 2nd ed. Abingdon: Routledge Baron, K. (2012) Stylists: New Fashion Visionaries , Lawrence King Basil J. Janavaras, B. J. and George S. (2017) Global Marketing Management System , World Scientific Belz, F. M. and Peattie, K. (2012) Sustainability Marketing: A Global Perspective , 2nd Edition, John Wiley and Sons. Bendoni, W.K. (2017) Social Media for Fashion Marketing: Storytelling in a Digital World , Bloomsbury, London Bruce, M., Moore, C., Birtwistle, G. (2004) Cases in International Retailing , A Case Study Approach. Elsevier, London Burke, S., 2006. Fashion computing: design techniques and CAD . Burke Pub. Canalichio, P. (2018) Expand, Grow, Thrive, Emerald Publishing, Bingley, UK Costantino, M., 1998. Fashion Files: 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 De Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2017) Marketing Communications: A European Perspective , 6th Ed, Pearson Dingemans, J. (1999 ) Mastering Fashion Styling . London: Palgrave MacMillan Easey, M. (2008) 'Fashion Marketing' , 3rd Ed, Blackwell Science Egan, J. (2015) Marketing Communications , 2nd Ed, Sage Publications Fill, C. (2016) Marketing Communications: Discovery, creation and conversations , 7th Ed., Pearson Education Fill, C. (2013) Marketing Communications: Brands, experiences and participation , 6th Ed., Pearson Education Fletcher, K. and Grose, L. (2013) Fashion & Sustainability: Design for Change , Lawrence King Gill, P., Petrizzi, R. and Rath, P. M. (2012) Marketing Fashion: A Global Perspective , Bloomsbury Academic Harrison, R (2015) Social media: effective strategies for dominating social media marketing . 2nd Ed, Createspace 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 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 Keaney, M (2007) Fashion and Advertising , Rotovision Keller, K.L. (2003) Building, Measuring and Managing Brand Equity , Prentice Hall, London, Keller, K. (2012 ) Strategic Brand Management , Pearson, London Kitchen, P & Pelsmacker (2004) Integrated Marketing Communication , Routledge Lea-Greenwood, G. (2013) Fashion Marketing Communications . Chichester: Wiley- Blackwell Lerman, S. (2014) Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development , Simon & Schuster Inc., New York 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 Steen

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
Assessment (FT) 100.00
Seminars (FT) 24.00
Practicals (FT) 24.00
Independent Learning (FT) 228.00
Lectures (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 40.00 35% Group Communications Pack & Presentation to Industry (Live Project)(Peer assessed) Tri B – week 6
Exam (Exams Office) 2.00 30.00 35% Exam (Exams Office) Tri B
Course Work 02 n/a 30.00 35% Individual Portfolio (including Reflective Essay 500 words) Tri A weeks 8 & 14 and Tri B Week 12