SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524944
Module Leader Nicola O'Hare
School Glasgow School for Business and Society
Subject Fashion Marketing
  • B (January start)
  • A (September start)
  • C (May start)

Summary of Content

This module provides students with a critical understanding of the buying, merchandising and logistics functions within a fashion organisation. The associated management processes are explored in detail, including analysis of market trends, product concept, international sourcing, buying, merchandising, logistics and distribution channel decisions. The aim being to furnish students with the ability to critically examine the inter-relationships that exist between these different processes. Particular emphasis is on global learning wherein students are encouraged to look beyond the internal view of a fashion company, i.e. its brands and services, and explore the operating capability of the firm within a global context and examination of the challenges of operating globally. In addition, responsible leadership and professionalism are also embedded within the programme content, which incorporates economic, social and environmental factors associated with sourcing, outsourcing, location of production and distribution and supplier relationship management. As part of the assessment, it is the intention of the module to devise a live project wherein, students working with an established fashion retailer, will perform a number of fashion industry current practice buying and merchandising activities from analysis of market intelligence through to range assortment planning. An additional assessment requires students to critically examine ethics and sustainability in the fashion supply chain.


Introduction to the role and scope of buying and merchandising functions; trend management strategies; assortment planning; ethics of international sourcing; stock management, product presentation and visual display considerations; the role, scope and structure of logistics; distribution channel decisions; supplier selection and relationships; supply chain structure; reverse logistics; mass customisation; fast v slow fashion and building sustainable supply chains; incorporating responsible leadership within buying, merchandising and distribution

Learning Outcomes

On successful completion of this module the student should be able to:- 1. Critically appraise the role of the buying and merchandising function within a fashion context and the contribution these functions can make to achieving a competitive advantage; 2. Undertake market analysis, develop and produce a range plan for a selected fashion company;3. Obtain an understanding of the role, scope and structure of logistics and supply chain management and distribution channel decisions and examine the inter-relationships that exist between these different processes;4. Have a critical awareness of responsible leadership within buying, merchandising and distribution.

Teaching / Learning Strategy

The module will be delivered in a total of 36 hours, 12 hours of lectures and 24 hours of seminars over a period of 12 weeks. The module will be delivered via weekly lectures and seminars. Lectures provide the framework to analyse buying, merchandising and distribution functions within the fashion sector. Lectures are augmented by seminars designed to provide an opportunity to critically examine material delivered via lectures thereby facilitating the opportunity for students to gain a deeper understanding and contextualise learning. Directed learning is built into the module delivery designed to further enhance student knowledge and provide a richer learning experience. GCU Learn serves as a repository for learning materials including journal articles, on-line videos and selected book chapters. In addition, independent learning provides the opportunity for reflection. Feedback will be delivered through several formats, the group assessment will have weekly formative feedback within the seminar sessions, summative feedback and contributory marked peer assessment. The individual report will have summative feedback. All summative feedback will be in an electronic format through GCU Learn Blackboard within 3 weeks of the assessment.

Indicative Reading

Core Texts Clarke J. (2014) Fashion Merchandising: Principles and Practices, Palgrave Macmillan Fernie, J., Fernie, S., Moore, C. (2003), Principles of Retailing, London, Butterworth Heinemann, Ch6. [e-book], Fernie J & Grant D B (2015) Fashion Logistics: Insights into the Fashion Retail Supply Chain, Kogan Page Additional Reading Belz, F.M., and Peattie, K., (2012), Sustainability Marketing: a global perspective: 2nd Edition, Chichester: Wiley. Brooks A (2015) The Hidden world of Fast Fashion and Second Hand Clothing, Zed Books Bruce, M., Moore, C., Birtwistle, G. (2004) International Retail Marketing: A Case Study Approach, Oxford, Elseiver Butterworth-Heinemann Burns, L. & Bryant, N. (2008) The Business of Fashion: Designing, Manufacturing, and Marketing, New York: Fairchild. Choi T & Chen T C E (2015) Sustainable Fashion Supply Chain Management: From Sourcing to Retailing, Springer Christopher, M. (2005) Logistics and Supply Chain Management, 3rd Edition, Ahrlow: Pearson. Clotfelter, R. (2009) Retail Buying: From Basics to Fashion Demand, Chichester: Wiley. Diamond, J. & Pintel, G. (2007) Retail Buying, 6th Ed., New Jersey: Prentice Hall. Elliott, F. & Rider, J. (2007) Retail Buying Techniques, Management Books Ltd. Fernie J & Sparks L (2014) Logistics and Retail Management: Emerging Issues and New Challenges in the Retail Supply Chain, 4th edition, Kogan Page Fernie, J., Fernie, S., Moore, C. (2015), Principles of Retailing, London, Routledge Ch7. [e-book] Fisher-Buttinger, C. & Vallester, C. (2008) Connective Branding, Chichester: John Wiley & Sons. Fringis, G. (2004) Fashion: From Concept to Consumer, New Jersey: Prentice Hall. Gardetti, M. A. & Torres, A. L. (2013) Sustainability in Fashion and Textiles: Values, Design, Production and Consumption, Sheffield: Greenleaf Publishing. Goworek, H. (2007) Fashion Buying, Oxford: Butterworth Heinemann. Grose, V. (2011) Basic Fashion Management01: Fashion Merchandising, Worthing: AVA Publishing. Hoffman A. (2011) Fundamentals of Merchandising Math and Retail Buying, Prentice Hall Ha-Brookshire J E (2014) Global Sourcing in the Textile and Apparel Industry, Prentice-Hall Hines, T. & Bruce, (2007) Fashion Marketing - Contemporary Issues, Oxford: Butterworth Heinemann [e-book] Jackson, T & Shaw, D (2007) Mastering Fashion Marketing, Palgrave Macmillian. Jackson, T. & Shaw, D (2000) Mastering Fashion Buying and Merchandising Management, Palgrave MacMillan, London. Jacobsen, M.L. (2009) The Art of Retail Buying - An Insider's Guide to the Best Practices from the Industry, Chichester: Wiley. Kapferer, J. N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking, (recommended) London: Kogan Page. Keller, K. L. (2012) Strategic Brand Management (recommended), Essex: Pearson Education. Mangan, J., Lalwani C., and Butcher, T. (2008) Global Logistics and Supply Chain Management, Chichester: Wiley. MacKinnon, A., Cullinane, S., Browne, A., and Whiteing A., (2012) Green Logistics - Improving the Environmental Sustainability of Logistics, 2nd edition, London: Kogan Page Ltd. McKelvey, K. & Munslow, J. (2008) Fashion Forecasting, Wiley Blackwell, Chichester. Paulins, V. & Hilary, J. (2009) Ethics in the Fashion Industry, Fairchild. Ross, A. (1997) No Sweat: Fashion, Free Trade, and the Rights of the Garment Workers, Verso Sons, London Shaw D & Koumbis D (2013) Fashion Buying: From Trend Forecasting to Shop Floor Basics Tepper, B (2008) Mathematics for Retail Buying, Fairchild Books. Trott, Paul. (2011) Innovation Management and New Product Development, 5th Edition, New Jersey: Prentice Hall. Tyler, D.J. (2008) Carr & Latham's Technology of Clothing Manufacture, 4th Edition, Oxford: Blackwell Publishing Ltd. Walters, D. & Laffy, D. (1996) Managing Retail Productivity and Profitability, Macmillan Business. Scholarly Databases and Journals Brand Strategy Clothing and Textiles Research Journal European Journal of Marketing International Journal of Marketing International Journal of Logistics Management International Journal of Physical Distribution and Logistics Management International Journal of Retail & Distribution Management International Review of Retail, Distribution & Consumer Research Journal of Brand Management Journal of Consumer Marketing Journal of Fashion Marketing Management Other Databases and Websites <>

Transferrable Skills

Group presentations provide students with the opportunity to demonstrate presentations skills, teamwork, time-keeping and effective communication with an audience. Together with research skills, the individual written report enables students to exhibit cognitive and intellectual skills including critical thinking.

Module Structure

Activity Total Hours
Assessment (FT) 40.00
Seminars (FT) 24.00
Independent Learning (FT) 74.00
Lectures (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Individual Report n/a 50.00 45% Individual Report (2000 words)
Group Presentation n/a 50.00 45% Creative Group Presentation(including contributory marked peer assessment)