Lecturers
Andrew Lawrence

Program Director

Alka Puri 

Senior Lecturer

Low Lip Keong

Fashion Marketing Lecturer

Pimnipa Pinyovicharwong
Fashion Marketing Lecturer

Fashion Marketing
& Management

Fashion Marketing is a course for students who love fashion but doesn't love to draw or design! It teaches a person how to market fashion, and that's just as important as having a well-designed product or service. Marketing for fashion will be looked at different angles and perspectives, and many skills will be acquired upon completion of the course, making the student a well-versed, all-rounder for marketing fashion.

 

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Study Path

The course prepares the student by introducing them to the fundamental theories and knowledge of fashion, such as Color Theory, Textiles, Styles and Trends, Market research techniques and Garments and Composition to equip them better for the second year courses.

Students will study deeper into the course with subjects such as Buying II, Fashion Communication and Marketing and design on the Web. Students will also be required to do an internship of 3 months, and so far students have interned for Chic Channel, Ferragamo, Elle magazine etc.

This will prepare the student further to meet the outside world, should they want to be an entrepreneur, or even work in the fashion Industry.

Job Opportunities

Graduates of the Fashion Marketing program can start their careers as:

  • Assistant brand managers for renowned brands, progressing up to brand managers or product managers
  • Sales executives or management trainees in retail companies, progressing up to sales managers
  • Assistant fashion stylist for a fashion magazine, or anything in the entertainment line, such as TV shows, album covers, movies    etc., and moving up to chief stylists for the various areas
  • Fashion writer for a fashion article in a magazine or newspaper
  • Assistant Visual merchandiser for fashion brands or stores, moving up to full VM

 

  • Assistant Fashion buyer for brands or department stores, moving up to fashion buyer and eventually to Buying department manager
  • Advertising and promotions assistant, progressing up to marketing managers
  • Personal shopper for VIP customers in departmental stores or fashion chain, progressing up to fashion consultant
  • Fashion merchandiser for retail stores, helping buyers with sourcing
  • Public Relations Specialists for Brands or Retail Stores.
  • And of course, starting your own brand or business in fashion!

 

Bachelor Degree In Fashion Communication
BA (Hons) In Fashion Communication

DE0926 - FASHION ENTERPRISE
DE0929 - PROJECT RESEARCH
DE0930 - PROFESSIONAL PRACTICE IN FASHION COMMUNICATION
DE0931 - CONCEPT REALISATION AND PROMOTION
DE1113 - FASHION COMMUNICATION

DE0926 - FASHION ENTERPRISE

The module encourages the understanding and application of business and management competences as applied to small business. Provides conditions whereby participants can test out business ideas and develop their skills and abilities by running a live business. The method is through participation in the Graduate Enterprise Programme, Lectures, seminars, directed and independent learning will be involved in the delivery of the module, Assessment is by (a) Group prepared Business Plan and Annual Report, plus (b) a Personal Log and Portfolio.

DE0929 - PROJECT RESEARCH

The major project research document is a written report. The proposed study is self determined with tutorial guidance and is explored in relation to market research of target audiences and in the context of contemporary design influences. Students are required to demonstrate a mature and realistic response to a Fashion Communication Concept in the contemporary design world. This written document informs the design development of the student’s final project. It should be no longer than 4,000 words excluding appended materials, references and bibliography.
Assessment will be based on the outcome of a report which substantiates a self initiated proposal.
DE0930 - PROFESSIONAL PRACTICE IN FASHION COMMUNICATION

The main focus of this module is to provide guidance in the collation of work presented in a portfolio that is necessary to visually communicate skills in the Fashion Communication arena. The content of this supports the students’ individual development, consolidates their skills attained and includes written, digital and visual material. An holistic approach is taken to preparing the students for showcasing their ability and increasing their employability. Delivery of this module is by practical studio and laboratory activity.

 

DE0931 - CONCEPT REALISATION AND PROMOTION

This module requires the student to coherently apply skills and knowledge in order to realize and justify a Fashion Communication concept. They will explore, develop and execute a creative experiential presentation for a specific target audience. The project is self determined with tutorial guidance.
This module provides the opportunity for students to draw upon their previous experience of a range of practical skills in order to make appropriate, individual decisions in relation to a design outcome. Delivery is by studio/workshop and computer laboratory. Assessment is by presentation of project outcome, promotional material and graduate exhibition.

DE1113 - FASHION COMMUNICATION

The aim of the module is to further investigate the roles and responsibilities of the fashion promoter through creative styling and use of lens based media and reportage. Students will be further encouraged to develop group work skills and to explore the roles which are necessary in successfully developing and realising a fashion communication concept. Students will be able to further advance their design and technical skills in digital image making (both still and moving image) and writing skills for press and other media. Students will undertake a self directed project which will include the use of visual reportage either for paper based publishing or TV journalism. Research and investigation of current practice in photographic trends, styling techniques and audio visual media presentations will be essential. Analysis of written word for promotion of Fashion Product will also be an essential element of the final presentation. Assessment will be by creating a visual or audio-visual outcome that expresses a fashion communication concept to a specific audience. Where possible the live projects and competitions will be considered. At staged times through the projects students will take part in both Self evaluation and Peer evaluation which will help them identify successful working methods and areas for future development. Shared discussion on processes will take placeat the end of the module. Summative assessment will be at the conclusion where all work will be critiqued against the module learning outcomes and assessment criteria. Written and verbal feedback will be given to students to identify areas of success and development to be considered for future projects.

Subject Listing Term 1-8 (Advance Diploma)
  • Subjects
    • Fashion Marketing & Merchandising
    • History of Costume
    • Color Theory for Fashion
    • Textiles
  • >>
    • Fashion & The Consumer
    • Contemporary Fashion, Styles & Trends
    • Fashion Advertising
  • >>
    • Digital Photography
    • Garments & Composition
    • Visual Merchandising
  • >>
    • Fashion Communication
    • Market & Design on the Web
    • ARCS
  • >>
    • Buying Principles 1
    • Market Research Techniques
    • Principles of Economics
  • >>
    • Buying Principles 2
    • Product Development
    • Principles of Accounting
  • >>
    • Fashion Coordination &Promotion
    • Human Resource Management
    • Final Marketing Project 1
  • >>
    • Final Marketing Project 2
    • Internship
  • FASHION MARKETING AND MERCHANDISING

    To provide participants with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them to understand market segmentation, consumer behavior, the components of the marketing mix, market analysis, marketing strategy development and evaluation. Students will have to successfully complete practical exercises and commence an integrated project in order to complete the module.

    HISTORY OF COSTUME

    This module is designed to introduce the student to the development of costume throughout the major historical periods. Provide the students with the ability to understand, identify the main characteristics of textiles, accessories and silhouettes for each period. Define and discuss the major elements and how they influenced change in history, and how they impact on modern society. Students will have to complete projects and an integrated research book in order to complete this module.

    COLOUR THEORY FOR FASHION

    This module is designed to provide the participant with the knowledge and skills through practical exercises, lecturers, demonstrations and examples to enable them to identify and apply the basic theories of colour, line and shape, and develop the principals of balances, composition, movement and rhythm. Students will have to successfully complete practical exercises and integrated projects in order to complete this module.

    TEXTILES

    To provide students with the knowledge and skills through practical exercises, lectures and demonstrations. This is to enable them to analyze and identify the origin and nature of textile. This module will enable the student to realize the world of textile is dominated by the two category knits and woven. The students will learn the key constructions of the fundamental knowledge of textiles. The relation between textile and fashion is closely woven together. Class discussions also include the international yarn and textile show held every season.

  • FASHION AND THE CONSUMER

    To provide students with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them to examine the basic factors that influences consumer behaviour and analyze their efforts on the purchasing of fashion products. Students will have to successfully complete practical exercises and an industry-based term project in order to complete the module.

    CONTEMPORARY FASHION,STYLES AND TRENDS

    This module is designed to introduce the students to the development of contemporary fashion beginning with the Middle of the 19th Century. Independent research relating historic dress to today’s fashion. This module introduces the student to styles and trends of the 20th century and the events that added to their origins. Also covered are the social, political, cultural events and style arbiters that have shaped and influenced fashion from the haute couture to ready to wear. Furthermore the student will be introduced to the major fashion capitals and analyze the consumer market and buying habits that affect styles and trends.

    FASHION ADVERTISING

    To provide participants with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them to develop advertising campaigns strategies, create and refine advertisements, select advertising media, prepare budgets and implement and manage advertising campaigns. Students will have to successfully complete practical exercises and commence an integrated project in order to complete the module.

  • DIGITAL PHOTOGRAPHY

    The module is dedicated to understanding photography as a medium of expression and communication. Students will be challenged to find their own interpretation and approach to visualize themes with images. Students will work on a number of assignments and on one final project in fashion photography. The module is designed to emphasise fashion photography.

    GARMENTS AND COMPOSITION

    To provide the participant with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them to identify and draw different types of garment components and basic styles. To apply the vocabulary and fundamental laws of composition to the concept of the garment in flat workshop drawing. Students will have to successfully complete practical exercises and an integrated project in order to complete this module.

    VISUAL MERCHANDISING

    To provide participants with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them to analyze various store layout and merchandising systems. Also, fixtures, mannequins, lighting, display principles and in-store merchandise distribution will be explored. Students will have to successfully complete practical exercises and commence an integrated project in order to complete the module.

  • FASHION COMMUNICATION

    To provide participants with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them a thorough examination of public relations with practical application: developing communication plans, preparing press releases and press kits, conducting interviews, producing newsletters, house journals and speeches. Students will have to successfully complete practical exercises and commence an integrated project in order to complete the module.

    MARKET AND DESIGN ON THE WEB

    To provide participants with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them to understand web design by working towards integrating all elements to create a website for a mid-sized company. Students will understand the goals and strategies for creating a website as well as organizing information and navigation. Functionality of a website will be explored. Students will have to successfully complete practical exercises and an integrated project in order to complete the module.

    ACADEMIC RESEARCH AND COMMUNICATION SKILLS

    This unit covers key aspects of research and communication studies in academic contexts relevant to students of design and marketing. Students engage in collaborative learning activities throughout the term in order to develop their teamwork skills.

    Students learn to locate, understand and critically evaluate information from books, journals, the Internet and primary sources in order to do effective research. Using these sources of information, students then produce an extended piece of analytical writing and give oral presentations to their peers. Skills in doing primary research (i.e. conducting focus groups and surveys), accessing and evaluating information, paraphrasing, using established referencing systems, applying the principles of effective communication and the professional presentation of documents are all covered during the module.

  • BUYING PRINCIPLES 1

    To provide students with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them to be exposed to the major functions of a buyer. Planning the merchandise mix, merchandise classification, assortment planning, and pricing and supplier selection are some of the details that the students will investigate into. Students will have to successfully complete practical exercises and an integrated project in order to complete the module.

    MARKET RESEARCH TECHNIQUES

    This module is an introduction to the basic components of market research, with the primary objective of conducting a research project. The students will be taught practical applications by identifying the information required, selecting samples, choosing the appropriate data collection method and finally, analyzing and interpreting the collected data. Students will have to successfully complete practical exercises and an integrated project in order to complete the module.

    PRINCIPLES OF ECONOMICS

    To provide participants with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them to familiarize themselves with economic systems. Production and production factors, decision-making centers and economic activity results are analyzed; understanding the basis of economics, measuring and analyzing supply and demand, and measuring economic activity are discussed. Students will also understand the business cycle, inflation and recession and the monetary system. Students will have to successfully complete practical exercises and commence an integrated project in order to complete the module.

  • BUYING PRINCIPLES 2

    To provide participants with the knowledge and skills through practical exercises, lectures, demonstrations and examples to enable them to be exposed to the major functions of a buyer. The students will understand the in-depth role of a buyer with regards to the contribution to the back end office, as well as front line staff to ensure the smooth logistics of merchandise through all veins of the retail operations. Students will have to successfully complete practical exercises and an integrated project in order to complete the module.

    PRODUCT DEVELOPMENT

    To provide students with the knowledge and skills to examine all steps involved in the development of garments and other related products, from designing to manufacturing. The importance of quality control and the advantages and disadvantages of private label development are also discussed. Students need to successfully complete practical exercises and an integrated term project in order to complete the module.

    PRINCIPLES OF ACCOUNTING

    This course is designed to provide students with a solid foundation in the dynamic and growing field of accounting. Students are exposed to both the theoretical and practical aspects of accounting and they should be able to outline the importance of accounting and budgeting to the start-up, growth and competitive development of a company.

  • FASHION COORDINATION AND PROMOTION

    A module designed for the students to create, produce and participate in a fashion show and event as the tasks encountered by Fashion Director or Coordinator. Involve the coordination of all aspects of sales promotion activities that may be used by a manufacturer or retailer. The module includes discussion of concepts of demographics, customer awareness and wardrobe planning and selection. Basic techniques needed for the visual presentation of fashion through fashion show production and promotion will be explored. The weekly schedule will be determined by the date of the show, however, the underlying details in the objectives require to be fulfilled, prior to final show.

    HUMAN RESOURCE MANAGEMENT

    This course focuses on the theory and practice of the effective management of human resources to achieve organizational goals and objectives. HR professionals and line managers should understand how best to select, recruit, deploy, train & develop, assess and reward people who work for them, and should understand the complexities of managing change.

    FINAL MARKETING PROJECT 1

    The Final Marketing Project is a six-month project and it is the last step of the training process. It is introduced as preparation for a career in fashion marketing. Student groups will submit a marketing plan/strategy, in eight parts over a six-month period for an industry client or specific marketing situation. Students conduct commercial research and gather information. They complete the buying, layout, human resources, promotion and financial statements within a given set of parameters. Students will have to successfully complete the integrated project in order to complete the module.

  • FINAL MARKETING PROJECT 2

    Implement and execute the Final Marketing Project, a six-month project. Student group will submit the revised marketing plan/strategy, in eight parts over a six-month period for an industry client or specific marketing situation. Student groups will present and be judged by industry judges at the culmination of the project. Students will have to successfully complete the integrated project in order to complete the module.

    INTERNSHIP

    The Internship module is part of the Advanced Diploma programme. It is compulsory for the students to complete the Internship programme in the course of study. The students are required to work with a fashion or fashion related company in the industry such as design; buying; sourcing; manufacturing; marketing; administration, event management, sales, marketing, advertising, store display, textiles or product development and research. Students will have to successfully complete a minimum of 24 work days and create an internship report in order to complete the module.