SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMW226469
Module Leader Erica Charles
School GCU London
Subject GCU London
  • 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, new business models 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. The module evaluates the role, purpose and contribution of specialist business functions (located internally or externally to the company) in order to understand how these individually and collectively contribute to the achievement of viability and success for a new fashion business.


-360b7 Forecasted trends and developments that affect the shape and form of fashion businesses: trends and market insights. b7 The formation of fashion businesses: New business models / the disruptors. b7 Understanding the anatomy of a fashion business. b7 The structure of fashion businesses: impact of culture, ownership, organisational structure. b7 Importance of people: leadership styles and building effective teams. b7 The digital age: impact on fashion business opportunity development, structure and scope. b7 Identifying competences required for fashion business success. b7 External business networks and fashion business activity and performance b7 Corporate ethics and social responsibility / responsibility challenges. b7 Global issues in establishing a fashion business. b7 Understanding the role and importance of specialist functions to the success of a new fashion business enterprise.

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 CW12. Critically evaluate the impact of digital technology upon the nature and activity of a new fashion business CW13. 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 CW14. 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 CW15. Evaluate the role and function of external fashion business networks in supporting fashion businesses and the ethical /responsibility issues that may arise CW26. Appraise the role and contribution of specialists functions within a fashion business CW27. Critically review future trends in fashion business formation and development CW2

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-centered 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 utilise the most effective digital communication technologies in order to form, share and communicate their ideas and proposed actions.

Indicative Reading

Latest editions of the following: Afuah,A. (2014) Business Model Innovation, Routledge. Berman, B, Evans, J and Chatterjee, P. (2018) Retail Management: A strategic Approach Pearson Global Edition 13th Edition Bones & Hammersley, J (2015 ) Leading Digital Strategy, Kogan Page Burke, G, Clarke, L, Molian,D & Barrow. (2008) Growing Your Business, Routledge. Burns, P. (2011) Entrepreneurship and Small Business: Start-up, Growth and Maturity, Palgrave Burns, L and Bryant, N (2011) The Business of Fashion: Designing, Manufacturing, and Marketing, 4 th Edition, Fairchild Chandler, A. D. (1986). The Evolution of the Modern Global Corporation. Clegg, S., Kornberger, M. and Pitsis, T. (2016) Managing & Organizations: An introduction to theory and practice 4 th edition Sage Daft, R.L, Murphy & Willmott,H (2017) Organizational Theory & Design, Cengage. DeWit, B and Meyer, R (2016) Practicing strategy: text and cases an international perspective. 6 th ed. Paroutis, Loizos. 2 nd ed Dillon, S (2011) The fundamentals of Fashion Management, AVA Publishing Dunne P., Carver, J. and Lusch R. F. (2013) Retailing (International edition) 8th edition, South-Western Franklin,D (2017) Megatech, Economist Books. -480 Fringis, G (2007) Fashion: From Concept to Consumer, 9th Edition Pearson Griseri, P and Seppala, N ( 2010) Business Ethics & Corporate Social Responsibility, Cengage. Hammond, R (2017) Smart Retail: Winning ideas and Strategies from the most successful retailers in the world -480 Hind, R (2017) Strategic Fashion Management: Concepts, Models and Strategies for Competitive Advantage?1 st Edition. Routledge Jackson, T and Shaw, D (2007) The Fashion Handbook, Routledge Jones, R.M. (2006) The Apparel Industry, 2nd Edition, Blackwell Publishing Ltd., Oxford Jaeger, A (2007) Fashion Makers, Fashion Shapers, Thames & Hudson MacKinnon, Barbara and Fiala, Andrew. Ethics: Theory and Contemporary Issues, Wadsworth Publishing; 9 edition Porter, M (Ed.), Competition on Global Industries (pp. 405-448). Boston, MA:Harvard Business School Press. Ridley-Duff, R. and Bull, M. (2015) Understanding Social Enterprise: Theory and Practice 2 nd edition -60 Stanford, Naomi (2013) Organization Design: Engaging with Change, Routledge. 2 edition -60 Stokes, D. and Wilson, N. (2017) "Small Business Management and Entrepreneurship", 7 th Edition Cengage Thompson, J., Scott, J.M and Martin, F (2017 ) Strategic Management, Awareness & Change, Cengage. Timmons, A. and Spinelli, S. (2011) New Venture Creation: Entrepreneurship for the 21 st Century - International Edition, McGraw Hill Tricker, B (2014) Corporate Governance Principles, Policies & Practice, Mallin C, A ( 2015 ) Corporate Governance, Oxford University Press. Williams, S (2009) Business Start Up, Prentice Hall. Scholarly Databases and 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 <> <> <> <> <>

Transferrable Skills

-360b7 Analytical skills - ability to apply knowledge and theory to real-world issues b7 Communication and interpersonal b7 Problem-solving skills b7 Self management/independent learning skills b7 Visual and written communication b7 Intercultural awareness b7 Research skills

Module Structure

Activity Total Hours
Independent Learning (FT) 72.00
Seminars (FT) 12.00
Assessment (FT) 40.00
Lectures (FT) 24.00
Tutorials (FT) 2.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 02 n/a 70.00 50% 3000 word Individual report for both on-campus and distance learning students:Applied case study
Course Work 01 n/a 30.00 50% Individual presentation for both on-campus and distance learning students (15mins + 5mins Q&A)