DIGITAL FASHION BRANDING & DELIVERY

SHE Level 5
SCQF Credit Points 4.00
ECTS Credit Points 2.00
Module Code MMNY24887
Module Leader n/a
School School of Computing, Engineering and Built Environment
Subject GCU New York
Trimesters
  • A (September start)
  • B (January start)
  • C (May start)

Pre-Requisite Knowledge

None

Summary of Content

The module begins by exploring the role of technology and the creative process in the development of brands. Focusing on the emergence and growth of virtual realities and e-communications, students will examine how the creation and delivery of a new brand concept through creative technologies represents a transformational shift in the entrepreneurship, commerce and professional practice of the contemporary marketer. Students will engage with a number of theoretical concepts as well as current technologies that will challenge and enhance their critical and creative competencies as well as professional skill sets. Through the synergy of theory, technology and professional practice, students will develop, present and virtually produce a new brand concept. The module then progresses to a critical examination and analysis of the international fashion supply chain management process (from market trends and product concept to sourcing, buying and merchandising). This aims to develop the students' critical understanding of the dynamic nature, characteristics and inter-relationships that exist between the activities of forecasting, product development, buying and logistics.

Syllabus

Module lecture content will cover: -360b7 The evolution of brand identity b7 Brand physique on and off-line b7 Brand personality - real and augmented b7 Creating and maintaining brand relationships b7 Embedding brand culture and sustainability b7 Consumer reflection and self-image -360b7 Fashion Buying & Merchandising (structures -roles & responsibilities; buying strategy, product development and assortment planning) b7 Measuring Performance - Financial Stock Management - Stock Planning & Forecasting b7 Global & Domestic Sourcing - Supplier selection and relationships - Ethical Issues b7 Strategic Logistics and Fashion Supply Chain Management (Structure, development, relationships and technologies) b7 Mass customisation and the customer service dimension b7 CSR in the supply chain including Sustainability & Green Logistics

Learning Outcomes

On completion of the module the student should be able to:1. Examine analytically and critique the key elements of brand identity within environmental and operational constraints; 2. Reflect critically upon the use and integration of technologies for sustainable brand production;3. Synthesise a range of specialised concepts, principles and models and apply these to the development of a digital brand portfolio, appropriate to the market sector and global brand concept;4. Critically review the sources of market intelligence and fashion trend predictions, and the role of the buying and merchandising team and its members from a practitioner's perspective and their contribution to achieving corporate objectives;5. Critically assess the role, scope and structure of logistics and supply chain management models, technologies and relationships for fashion companies in order to achieve a competitive advantage within an international context;6. Critically appraise the role of supply chain logistics in delivering customer value in an ethical and sustainable manner.

Teaching / Learning Strategy

The teaching and learning strategy consists of lectures, seminars, practicals, directed study and independent student learning. Theories and concepts are delivered and examined through lectures, handouts, podcasts and directed reading. The application of materials is delivered through workshops in the form of group work. In facilitating full and blended-modes of delivery, this module is delivered using the GCULearn E-Portal (VLE) to enhance students' learning experience. This portal supports lecture and seminar content and allows students to access contextualised video-podcasts, core PDF readings, interactive discussions and general information. 'Live' guest lectures from Fashion practitioners and recorded interviews and audio-visual materials are also utilised to provide contemporary industry insight and demonstrate the connection between theory and practice. The technical digital content is embedded through a clinic programme administered by field-specific tutors which is further supported by GCULearn, whereby students are able to access a series of podcasted technological tutorials. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing.

Indicative Reading

Belz, F.M., and Peattie, K., (2012), Sustainability Marketing: a global perspective: 2 nd Edition, Chichester: Wiley. Bruce. M & Bessant, P. (2011) Design in business: strategic innovation through design, London: Financial Times/Prentice Hall. Bryce, M (2007) Viral Marketing: Potential & Pitfalls, Saarbruuken: VDM Verlag. Bryman, A. (2004) The Disneyization of Society, London: Sage. Burns, L. & Bryant, N. (2008) The Business of Fashion: Designing, Manufacturing, and Marketing, New York: Fairchild. Chaffey, D., & Ellis-Chadwick, F. (2012) Digital Marketing: Strategy, Implementation and Practice, Harlow: Pearson. Chaffey, D. & Smith P.R. (2012) eMarketing excellence: planning and optimizing your digital marketing, 4 th edition ,Routledge. Chaffey, D., & Ellis-Chadwick, F. (2012) Digital Marketing, Strategy, Implementation and Practice, 5 th Edition, Cambridge: Pearson. Christopher, M. (2005) Logistics and Supply Chain Management, 3rd Edition, Ahrlow: Pearson. Close A.G. (2012) Online Consumer Behaviour: Theory and Research in Social Media, Advertising and E-tail, London and New York: Routledge. Clotfelter, R. (2009) Retail Buying: From Basics to Fashion Demand, Chichester: Wiley. Dann, S. & Dann, S. (2011) eMarketing Theory and Application, New York: Palgrave MacMillan. de Chernatony, L., McDonald, M. & Wallace, E (2010) Creating Powerful Brands, Oxford: Butterworth-Heinemann. De Chernatony, L. (2010) From Brand Vision to Brand Evaluation: The strategic process of growing and strengthening brands, Oxford: Butterworth-Heinemann. Diamond, J. & Pintel, G. (2007) Retail Buying, 6th Ed., New Jersey: Prentice Hall. Egan, A, (2009) Initial Lust: The Key to Visual Communication and Brand Marketing (Romancing the Customer),Word4Word. Elliott, F. & Ryder, J. (2007) Retail Buying Techniques, Mercury Business Books. Fagerberg, J., Mowery, D. & Nelson, R. (eds) (2009) The Oxford Handbook of Innovation, Oxford; Oxford University Press. Fernie.J. & Sparks, L. (2009) Logistics and Retail Management, 3rd Edition, London: Kogan Page. 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, N. (2007) Fashion Buying, Oxford: Butterworth Heinemann. Grose, V. (2011) Basic Fashion Management01: Fashion Merchandising, Worthing: AVA Publishing. Hallam J. (2012) The Social Media Manifesto, New York: Palgrave MacMillan. Hines, T. & Bruce, (2006) Fashion Marketing - Contemporary Issues, Oxford: Butterworth Heinemann. 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. Jensen, R. (2008) Dream Society Realized, New York: McGraw-Hill. Jensen, R. & Aaltonen, M. (2013) The Renaissance Society: How the Shift from Dream Society to the Age of Individual Control will Change the Way You Do Business, New York: McGraw-Hill. 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. Levinson, J.C., Meverson, M., and Scarborough, M.E., (2008) Guerrilla Marketing on the Internet, Entrepreneur Press. Mangan, J., Lalwani C., and Butcher, T. (2008) Global Logistics and Supply Chain Management, Chichester: Wiley. Martin, R. (2010) The Design of Business: Why Design Thinking is the Next Competitive Advantage, New York, Mihnea Moldoveanu. 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. Phillips, P and Young, D (2008) PR in Practice: Online Public Relations, Kogan Page. Pine, J. and Gilmore, J. (2011) The Experience Economy, Harvard Business School Press Rivis (2009) E-Mail Marketing Dynamite, Strategic Web Profits. Ross, A. (1997) No Sweat: Fashion, Free Trade, and the Rights of the Garment Workers, Verso Sons, London Sandee Adobe Creative Team (2010) Adobe Photoshop CS5 Classroom in a Book (Classroom in a Book, Adobe Publishing Limited England. Schmitt, B (2000) Experiential Marketing, Free Press. Schumann & Thorson (2012) Internet Advertising, London and New York: Routledge. Strauss, J. & Frost, R. (2011) E-Marketing, 6th Edition, New Jersey: Prentice Hall. 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, 4 th Edition, Oxford: Blackwell Publishing Ltd. Varley, H. (2006) Retail Product Management - Buying and Merchandising, McGraw-Hill Walters, D. & Laffy, D. (1996) Managing Retail Productivity and Profitability, Macmillan Business. Web Resources http://showstudio.com/ http://stylebubble.typepad.com/ http://thesartorialist.blogspot.com/ www.ascusc.org/jcmc/ www.bah.com <http://www.bah.com> www.chainstoreage.com www.connectedinmarketing.com www.cyberatlas.com www.davechaffey.com <http://www.davechaffey.com> www.Designcouncil.com <http://www.Designcouncil.com> www.dma.org.uk www.ebusinessforum.com www.ecommerce.vanderbilt.edu <http://www.ecommerce.vanderbilt.edu> www.ecommerceandmarketing.com <http://www.ecommerceandmarketing.com> www.ecommercetimes.com www.emarketer.com www.gov.ac.uk/forsight www.ideo.com <http://www.ideo.com> www.isoc.org www.just-style.com www.marketing-online.co.uk www.marketspace.org.uk www.mckinseyquarterly.com www.npd-solution <http://www.npd-solution> www.psfk.com www.retailing.uk.com <http://www.retailing.uk.com> www.style.com www.trendwatching.com www.ukonlineforbusiness <http://www.ukonlineforbusiness> www.wgsn.com www.wto.com Journals Brand Strategy Clothing and Textiles Research Journal European Journal of Marketing European Journal of Marketing Internal Journal of Marketing International Journal of Logistics Management International Journal of Physical Distribution and Logistics Management International Journal of Retail & Distribution Management International Journal of Retail and Distribution Management International Review of Retail, Distribution & Consumer Research Internet Research Journal of Brand Management Journal of Consumer Marketing Journal of Fashion Marketing Management Journal of Internet Marketing

Transferrable Skills

-360b7 Cognitive and intellectual skills including critical thinking, self-reflection, creativity and ethical problem-solving b7 Presentation skills: written communication in a variety of formats; visual communication and oral presentational skills. b7 Planning and time-management; organising and planning work; self-management and independent working b7 Inter-cultural awareness: understanding different perspectives, multi-cultural sensitivity and appreciation and development of a global mindset b7 Inter-personal and group working skills including questioning and listening, influencing and persuading, advising others and giving feedback. b7 Research skills: information retrieval and collection; data analysis and synthesis

Module Structure

Activity Total Hours
Seminars (FT) 19.00
Independent Learning (FT) 112.00
Assessment (FT) 44.00
Tutorials (FT) 8.00
Practicals (FT) 6.00
Lectures (FT) 11.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 2 n/a 50.00 n/a Portfolio (Individual) (2000 words)
Coursework 1 n/a 50.00 n/a Virtual Creative Brand Project (Group)