• To introduce students to key fashion marketing theory, with emphasis on the core elements of the marketing mix.
• To provide tools/methods for effective brand analysis
• To ensure students can recognise and understand the unique characteristics of fashion marketing, considering how and why marketing fashion products differs from other consumer goods and services
Understand key fashion marketing principles.
Analyse the 4 key components of the marketing mix.
Illustrate a global fashion brand’s range pyramid.
Explain, using examples, the concept of ‘added value’ in relation to fashion products and retailing.
Explain market positioning in fashion using perceptual mapping techniques.
Be able to research a chosen fashion and retail brand.
Conduct research using a variety of appropriate methods into a selected brand aligned with own career aspirations and areas of interest within fashion.
Communicate research findings in an appropriate written and visual format.
Be able to develop a promotional campaign for a fashion brand.
Analyse, select and utilise appropriate fashion promotion channels to publicise a coherent brand message to a specified audience.
Present and justify a promotional campaign appropriate for an identified brand and market segment.
Create a suitable promotional outcome example to support a proposed strategy.