Module
descriptions

for BA (Hons) Fashion Marketing

Year 1

Introduction to Fashion Marketing

In this module you will acquire knowledge of the role of marketing within the fashion industry. You will develop your knowledge of fashion and the fashion business, and your ability to stay in touch with developments at the forefront of this fast-moving industry. You will learn about key fashion marketing theories, tools and methodologies and you will apply these to projects about the contemporary fashion market. You will comprehensively explore the range of marketing activities that fashion companies engage in. You will complete projects where you will apply theory to practice in assignments that include developing a promotional campaign and associated visual, virtual and text-based work.

Fashion Images

In this module, you will explore how images are used as a means of communication in fashion. You will explore the roles of graphics and typography, styling and photography in communicating about fashion. You will study how the fashion industry promotes its products and creates brand awareness through, for instance; the web, advertising, advertorial and packaging. You will explore the use of new technologies in relation to visual imagery.

Global Perspectives

This is a University-wide common module, which facilitates interpersonal, intercultural and trans-disciplinary learning for all Year 1 students enrolled on Regent’s degree programmes. The module introduces a range of ideas and ways of thinking based around the University’s values, reflected in its learning outcomes. It encourages you to interact with the broader University community, both socially and academically, to cross the physical and intellectual borders of your degree programmes. Global Perspectives aims to increase self-awareness and prepares you for your subsequent studies by familiarising you with the resources available to meet your lifelong learning needs.

The Fashion Consumer

In this module you will study consumer behaviour, analysing its relationship to how consumers purchase fashion products and brands. You will focus on research into consumer attributes and the trends that inspire and influence the purchase of fashion products. You will develop an understanding of how cultural, social, personal and psychological characteristics of consumers affect their buyer behaviour. You will develop an understanding about how consumer attributes including demographics, social class, lifecycle, reference groups, lifestyles, values and attributes affect the development and marketing of international fashion products and brands. You will learn how market researchers effectively communicate their findings to others, through statistical, biographical and visual formats.

Fashion History & Context

You will be introduced to fundamental developments in European fashion from the 18th Century to contemporary times. Social, political, technological as well as wider art/design history will be covered to place fashion in a context. Both historical knowledge and contextual understanding enhance your understanding and/or practice of contemporary fashion.

Digital Marketing and Social Media

In this module you will develop your knowledge on how technology has shaped the principles of fashion marketing. You will gain an understanding of the development of technology, digital marketing and social media. You will learn the core digital marketing and social media trends, frameworks, analytical tools and how to apply it within a marketing strategy. You will explore digital marketing and social media activities consisting of; branding, storytelling, search engine optimisation, content creation, analytics and metrics, blogging, CRM, online consumer behaviour and future trends.

Year 2

Fashion Marketing & Communication in Practice

This module gives you the opportunity to study the planning and strategy development process in relation to fashion marketing, promotion and communication. The module takes you from initial concept, research and analysis, through concept development to the creation of an integrated marketing and communications plan. You will learn about the theories and activities involved in marketing management and you will develop both your critical research and analysis skills, and your ability to engage in creative development.

Fashion Styling and Trends

In this module you will study how trends arise by considering market and consumer intelligence as well as aesthetic, economic, social and cultural influences. You will explore how emerging trends are used to inspire and influence in relation to the fashion industry. You will conduct research and work on trend predictions. You will learn to assess markets, identify emerging trends and create directional trend materials. These materials will then act as inspiration for you to conduct your own styled fashion shoot that is reflective of these trends in practice.

Fashion Theory & Research

This module will explore some of the main issues surrounding fashion in contemporary society. You will be introduced to concepts and theories to help you critically think about and investigate the social/economic/political and cultural position and relevance of fashion.

Fashion Branding

In this module you will explore contemporary fashion brands and examine the strategies that are used to create a unique personality, generate appeal and develop a 'desirability factor' for potential consumers. You will explore how brands are built from conception and development through to brand promotion and management. You will examine how brand identity is used as a strategic tool to promote products and build loyalty in consumers. The module will cover the development of values and ethics required to develop successful brands. You will also explore the implications of changing environments for fashion consumers and fashion brands. You will examine case studies of successful international brands.

Year 3

Innovation in the Fashion Environment

This module will expose you to innovative and visionary contemporary marketing communications campaigns, used to generate awareness and sales of brands, products or services, in fashion and other sectors. You will consolidate your understanding of fashion marketing and integrated marketing communications strategies by examining how companies have successfully created and used such strategies.

Major Project - Research and Development

In this module you will have the opportunity to undertake a sustained period of self-directed research, and to employ all of your learning on the programme, in exploring an area of interest to you, related to fashion. It may also be related to your career aspirations. The outcome of the module will be through a dissertation format – including both secondary and primary research activities.

Major Project - Realisation

You will work on the second part of your sustained period of self-directed study. This module follows on from Major Project- Research & Development. You will draw upon your research and analysis as well as your creative development work from elsewhere during the course, and work on the realisation of your project, culminating in the creation of a project based on integrated fashion marketing communications. The focus will be based on an area of interest to you, related to fashion and may relate to your career aspirations. The project will be soundly justified in the context of the future fashion marketplace, it will be directional, and it will embody your individual approach to, and philosophy about, fashion as the culmination of your work on the fashion marketing programme.

Professional Practice and Portfolio

This module will help you to consider your future, plan and prepare to achieve your goals. You will analyse your skills, your strengths and your interests. You will engage in and present comprehensive research into the careers market in relation to your chosen field. You will learn how to create a strong portfolio of work based on projects completed during your degree and new project work completed during the module. You will learn how to produce professional curriculum vitae and how to prepare for job applications and interviews. You will explore the importance of networking and you will build confidence in preparation for launching yourself into the fashion industry.