ANATOMY OF A FASHION BUSINESS

SHE Level 5
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MMN523653
Module Leader Erica Charles
School School of Computing, Engineering and Built Environment
Subject GCU London
Trimesters
  • A (September start)
  • B (January start)

Summary of Content

This module provides a critical review of the anatomy of a fashion business; the essential ingredient elements that secure the viability of a new fashion business. Drawing upon a comprehensive understanding of contemporary advances relevant to the formation of new fashion business enterprises, the module critically reviews the ownership characteristics, fluid organisational structures and the innovations in collaborative networking that support the ways in which fashion business are created. Drawing from established and emerging business management theories that seek to capture and reflect the dynamic and evolving nature of fashion business formation, the module considers in particular the role and function of digital technology in the development of a new fashion business. In particular, the module evaluates the role, purpose and contribution of specialist business functions (located internally or externally to the company) including (but not exclusively) : Product Design, Production and Quality Management, Merchandising and Product Management, Marketing and Sales, Digital Technology, Legal & Financial Management, as well as Distribution and Customer Service in order to understand how these individually and collectively contribute to the achievement of viability and success for a new fashion business.

Syllabus

The landscape of new fashion business formation. : trends and market insights. The digital age: impact on fashion business opportunity development, structure and scope. Understanding the anatomy of a fashion business. The structure of fashion businesses: ownership, organisational structure, external collaborations. The identifying the competences required for fashion business success. External business networks and fashion business activity and performance : corporate ethics / responsibility challenges. Global issues in establishing a fashion business. Understanding the role and importance of specialist functions to the success of a new fashion business enterprise. Forecasted trends and developments that will affect the shape and form of fashion businesses.

Learning Outcomes

On successful completion of the module the student should be able to:- 1. Critically review the contemporary market dynamics which affect the anatomy of a fashion business: the nature, scope and structure of a new enterprise CW012. Critically evaluate the impact of digital technology upon the nature and activity of a new fashion business CW013. Understand and appraise through the use of established management theories and concepts the ownership and organisational structures required to support the creation and development of a fashion business CW014. Critically review the core business competencies and skills that are required in order to secure business viability and success - globally and in the home market CW015. Evaluate the role and function of external fashion business networks in supporting fashion businesses and the ethical / responsibility issues that may arise CW026. Appraise the role and contribution of specialists functions within a fashion business CW027. Critically review future trends in fashion business formation and development. CW02

Teaching / Learning Strategy

Learning and teaching will be carried out through lectures and student led seminars. Guest speakers will provide an insight into current issues, challenges and practices associated with the establishment of fashion businesses. Student-centred learning will be encouraged through directed research and the requirement to present findings in seminars. Case studies, journal articles and conference papers will be used as a basis for discussion and debate. Use will be made of Blackboard to provide additional module material and a discussion forum. Reflective practice will be introduced during workshop sessions to enhance the experiential element of the Teaching/Learning strategy for the programme. In particular, students will be encouraged to identify and utilize the most effective digital communication technologies in order to form, share and communicate their ideas and proposed actions.

Indicative Reading

Essential Reading Timmons, A. and Spinelli, S. (2011) New Venture Creation: Entrepreneurship for the 21 st Century - International Edition, McGraw Hill Burns, P. (2011) Entrepreneurship and Small Business: Start-up, Growth and Maturity, Palgrave Recommended Reading Stokes, D. and Wilson, N. (2010) "Small Business Management and Entrepreneurship", Cengage Ridley-Duff, R. and Bull, M. (2011) Understanding Social Enterprise: Theory and Practice Burns, L & Bryant, N (2011) The Business of Fashion: Designing, Manufacturing, and Marketing, 4 th Edition, Fairchild. Costantino, M. (1998) Fashion Marketing and PR, BT Batsford Dillon, S (2011)The fundamentals of Fashion Management, AVA Publishing Dunne, P., Carver, J. and Lusch R. F. (2013) Retailing (International edition) 8 th edition, South-Western Fringis, G (2004) Fashion: From Concept to Consumer, 5 th Edition Prentice Hall Healey, M (2008) Jackson, T and Shaw, T (2007) The Fashion Handbook, Routledge Jones, R.M. (2006) The Apparel Industry, 2 nd Edition, Blackwell Publishing Ltd., Oxford Jaeger, A Fashion Makers, Fashion Shapers, Thames & Hudson (2007) Journals Advances in the Study of Entrepreneurship, Innovation, and Economic Growth Creativity and Innovation Management Creativity Research Journal Digital Creativity Economics of Innovation and New Technology Entrepreneurship and Regional Development Entrepreneurship Theory and Practice European Journal of Innovation Management Harvard Business Review International Entrepreneurship and Management Journal International Journal of Entrepreneurship International Journal of Organizational Innovation Journal of Applied Management and Entrepreneurship Journal of Entrepreneurship Journal of International Entrepreneurship Journal of Product Innovation Management Journal of Technology Management and Innovation Thinking Skills and Creativity European Journal of Marketing Journal of Consumer Research Journal of Brand Management Journal of Fashion Marketing Management Journal of Marketing Management International Journal of Retail and Distribution Management International Journal of Retail, Distribution and Consumer Research www.emerald-library.com <http://www.emerald-library.com> www.infotrac.co.uk <http://www.infotrac.co.uk> www.wgsn-edu.com <http://www.wgsn-edu.com> www.asa.org.uk <http://www.asa.org.uk> www.bsc.org.uk <http://www.bsc.org.uk>

Transferrable Skills

Analytical skills - through case study analysis in seminars. Communication and interpersonal skills - through presenting individual findings in seminars, groups discussions and assessment presentation. Problem-solving skills - through the application and integration of knowledge gained making recommendations on the validity of various theories, concepts and appraisal techniques. Self management/independent learning skills (reflected in management of coursework and directed learning activities). Writing skills (through the coursework submissions). Research skills - through directed investigative work ICT Skills - through the use of the Internet, Blackboard and other digital technologies.

Module Structure

Activity Total Hours
Tutorials (FT) 8.00
Assessment (FT) 30.00
Lectures (FT) 24.00
Independent Learning (FT) 126.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 02 n/a 50.00 45% Applied case-study of an established fashion / fashion-related business
Course Work 01 n/a 50.00 45% 15 minute individual presentation and a management report summary