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In this module, you will study the fundamental principles of marketing, covering key concepts such as the marketing mix, segmentation, targeting, and positioning, market research and customer behaviour. This knowledge will enable you to understand the consumer and craft detailed customer personas, aiding in the identification of a brand’s target audience.

You will gain insights into commercial awareness and what is meant by the marketplace, exploring both traditional brick-and-mortar stores and the dynamic realm of e-commerce. You will also examine the future of the fashion retail experience, gaining a comprehensive overview of this evolving landscape.

Additionally, this module will introduce you to the intricacies of fashion roles and responsibilities. You will learn practical skills in computer aided design (CAD). 

This module teaches the fundamental principles of fashion business within a global context. The module will inform at an introductory level the subjects of fashion business innovation, marketing merchandising, strategy, and digital enterprise.

The module will introduce the merchandising subject area with consideration to the development of basic merchandising skills and theoretical concepts. You will be taught the use of software to develop a range plan and critical path. Additionally, you will explore and apply relevant theoretical concepts in the areas of fashion innovation, marketing, and business strategy to underpin their understanding of contemporary issues within these subject areas of fashion business.

This module will equip you with a sound knowledge of new digital technologies within fashion business and how this relates to the future development of the subject area.

This module explores the buying process within a fashion business; from trend and colour prediction, range planning, product development and the role of sustainable sourcing, through critical path management to sales analysis and trading.

You will communicate and present ideas through Adobe Creative Suite to develop a range of garments, implementing knowledge gained on fabric identification. Adobe skills will be developed enabling you to become CAD proficient, while developing your own Digital portfolio.

The ethos of responsible design and the relevant United Nations Sustainable Development Goals (SDGs) will be reflected in this module.

This module engages the student in personal reflection and development with consideration to their professionalism and their future impact in the fashion world.

The module content is further underpinned by theoretical studies delivered by the Design Cultures to contextualise current practice within an historical framework. Students will consider origins and influences - how traditions develop and evolve in response to social and political - as well as research methods, visual literacy and the skills for academic writing.

Sessions will promote interaction and analytical thinking with an understanding of inclusive and ethical practice.

The ethos of responsible design and the relevant United Nations Sustainable Development Goals (SDGs) will be reflected in this module.

You will learn the importance of understanding and navigating a consumer’s journey, shopping habits, behaviours, and motivations in buying products. Consumer behaviour theories will be explored so you can learn the importance of market insights and data analysis to fully understand the consumer's wants and needs leading to improvements in customer loyalty. You will be able to make proposals to improve the CX (customer experience) and their journey. There will be a focus on building brand improvement in strong relationships and loyalty with their customers. The Discovery Lab will be introduced to enable you to consider accessibility in design for UI (user interface) and UX (user experience) and to lead discussions on ethics, diversity, and inclusivity with reference to the United Nations Sustainable Development Goals (SDGs).

This module teaches the fundamental principles of sustainable design innovation and the future of fashion within a global context. The module will examine the key issues and considerations of sustainability from a design innovation perspective.

The module will introduce the circular economy with consideration of the implications of cost versus planet. Students will explore and apply relevant theoretical concepts in the areas of design innovation, sustainability and fashion business.

This module explores in depth the UN Sustainable Development Goals and their application within a fashion and design context. It will equip the students with a sound knowledge of key sustainable issues, including an introduction to Corporate Social Responsibility and how this correlates to the UNSDGs.

You will explore contemporary issues within sustainable fashion with focus on the future direction and landscape of the fashion industry.

Design Cultures contextual teaching is included in this module. You will engage with contemporary issues and debates including sustainability, gender and cross-cultural awareness. Students will research and explore relevant historical, theoretical, critical and global fashion concepts to underpin their understanding of contemporary issues in the fashion industry.

The ethos of responsible design and the relevant United Nations Sustainable Development Goals (SDGs) will be reflected in this module.

You will learn about the key theories and principles of digital marketing for a brand. The history of digital marketing will be covered, and you will be encouraged to consider new and future technologies. These will include AR (augmented reality), AI (artificial intelligence), the metaverse, virtual reality, and social media, as well as the impact on fashion marketing.
Marketing methods will be explored so the student can apply creativity and innovation in producing their own engaging digital marketing campaign for a fashion brand.

You will be able to draw upon the Discovery Lab to explore accessibility, UI, and UX and relate this to industry case studies.

You will learn to use specific tools to promote and attract consumers into purchasing products through persuasive ways of promotion. Relevant theories will be explored in marketing communications and branding so you can understand and embed brand equity, branding, and creativity into a fashion marketing campaign.

Throughout this module, you will have to build relevant skills such as critical thinking, problem-solving, decision making, group work, presenting, analytical skills, and self-directed research.The work will be delivered in a variety of ways through problem-based learning, group work, investigations, practical CAD training, and reviews to enable the student to find actual evidence in practice.

The ethos of responsible design and the relevant United Nations Sustainable Development Goals (SDGs) will be reflected in this module through the research and use of sustainable materials used for branding, packaging, and labelling for fashion products.

As consumers & markets evolve retailers must adapt to remain successful. The degree of change can be minimal or could involve a complete change.

The module is based on research to create a marketing plan for a brand that focuses on turnaround strategies. You will review and establish new innovations in global retailing, visual merchandising, promotional techniques, and new directions in consumer demand. The impact of external factors on retailing will also be considered. Visits to major cities such as London or a European city will be encouraged to broaden the scope of research.

From this research you will propose original and innovative strategies for a particular brand, aiming to drastically improve the sales and perception of the brand. This could include new market positioning, new direction towards consumers and in-store and digital concepts from the product direction to the design of the selling space.

The ethos of responsible design and marketing with the consideration of the relevant United Nations Sustainable Development Goals (SDGs) will be reflected in this module.

This module pushes you to explore sensory experiences in shaping brand perceptions and customer interactions. It will drive you to creatively engage in the research and design in response to an industry brief, that allows you to explore the DNA of a brands identity and to research and analysed to assess opportunities for either a declining brand to re-brand or to create a brand extension for a successful brand. The module explores how marketers create emotional connections with consumers, fostering brand loyalty. You will draw on the major developments in current and emerging media, macro trends and assess the significance of the work of other practitioners to inform the creative direction for their work.

Existing case studies of luxury and commercial brands will be analysed collaboratively, to identify successful strategies and build interpersonal and social skills. Soft skills will be further developed through the management of information to test concepts for brand identities with peers and work out reasoned arguments.

Throughout the module, you will engage in a combination of lectures, workshops, group tasks, case studies, and real-world simulations to apply theoretical concepts to practical brand challenges in the fashion industry. The emphasis will be on fostering creativity, critical thinking, collaboration, and strategic thinking skills necessary for success in creative brand direction roles.

This module will allow you to select your own area of interest, from fashion buying, marketing, merchandising and business, to carry out rigorous research and create a piece of original work under supervision. Support will be given by a supervisor to help guide the creation of a project plan with continued guidance in the management of the project.

You will develop competency in research skills including using literature to develop and support their arguments on their topic. You will learn how to justify their approach for selecting and using information from a range of sources and will learn how to present their findings.