module specification

This module enables students to analyse and critically discuss the global fashion marketing environment in the light of new consumer markets, new production possibilities and global communication methods. Assessments require students to explore issues with regards to ethics, corporate social responsibility and globalisation.

The module aims to provide students with a critical insight into the competitive environment of the global fashion market, which involves examination of offshore production, emerging markets for clothing production and developments in technology that have made global connectivity possible. The module enables students to analyse global trends in consumer behaviour and exploration of strategic marketing decisions made by clothing labels. Using case studies of both luxury global brands and other global labels/retailers, a subsequent aim is to enable students to appraise the affects of global fashion marketing on consumers' perceptions of fashion products, in particular with regards to impacts on ethical, economic, environmental contexts. Skills development includes commercial awareness, academic reading, critical thinking, and academic writing.

The fashion industry in the global economy, why fashion companies engage in globalisation, offshore production strategies, changing patterns of clothing consumption, the rise and demise of trade agreements, production costs, developments in technology, fast and slow fashion, ethics and social responsibility, the role of China and other emerging countries in the international fashion industry, global fashion brand retailers, the role of global connectivity in consumer attitudes, the case of the luxury global brands, intellectual property, the counterfeit trade, strategic global marketing messages.

The module will be delivered over a 30 week period and consist of 1.5 hour lectures and 1.5 hour seminars each week. Exceptions to this are week 7 and 20, which are both designated as activity weeks, and week 29 and 30, which will be used for examination preparation/support (week 29) and the examination (week 30). 

Lectures will be used in order to establish students’ understanding of the globalisation, the fashion manufacturing industry in the global markets and the effects of globalisation on marketing strategies.

Seminars will provide the opportunity for discussion and facilitate learning. In doing so, reusable learning objects will be used, e.g. Ted Talks, to illustrate specific topics. In addition, case studies will be used in seminars, e.g. drawing upon, for example, luxury retailers such as Burberry to illustrate both a global shift in manufacture and strategic decisions to focus on flagship retail and use of technology. In addition, when appropriate, some seminar sessions will be devoted to both formative and summative feedback to the student.  Guest lecturers from the global fashion sector will be used where appropriate.

Activities weeks, 7 and 20, will be used for directed activities e.g. field visit to Westfield London or Westfield Stratford City to explore and analyse the cutting edge use of retail technology.

The facilities of Weblearn will be used as part of a blended learning approach by providing students with both lecture and seminar support information but also as a resource to support independent learning. Students Pdp will be enhanced by awareness of and contribution to global information networks.
 

On completion of this module students should be able to:
1. Articulate and account for the global shift in clothing manufacturing and issues arising from this shift;
2. Critically assess social responsibility in the global fashion industry;
3. Demonstrate an ability to appraise the affects of global fashion marketing on consumers' perceptions of fashion products.
4. Select and critically discuss relevant trends in global consumer attitudes and their impact on ethics, the environment and the economy.
5. Identify and assess strategic marketing decisions made by fashion labels in the light of global competition.
6. Critically analyse a fashion marketing company in its competitive environment in a global fashion marketing context.

The assessment strategy consists of three components, which aim to assess the module’s learning outcomes:

Learning outcome 1, 2 & 3, students will be required to explore a specific topic relating to the globalisation and the fashion industry via an oral presentation, for example, to research the future of clothing manufacture within the UK, oral presentation 20%.
Learning outcome 4, 5 & 6, students will be provided with a case study of a global fashion label e.g. Burberry or Zara in order to critically examine the company’s response to changing consumer attitudes, global shift and possible use of technology both for production and marketing , written report based upon case study company, 30%, 1,500 words
Learning outcome 1,2,3, 4, 5 & 6, students will be required to answer questions, which will be selected from the Global Issues in Fashion Marketing syllabus via a closed book examination: 50%, 2 hours, week 30. Exam 50%

In all, in terms of assessing learning outcomes and skills development, the assessment strategy comprises of:

Sacconi L. & Degli Antoni G. (2011) ‘Social Capital, Corporate Social Responsibility, Economic Behaviour and Performance’, Palgrave Macmillan
Bevan J (2006) The Rise and Fall of Marks and Spencers and How it Rose Again, Profile Books.
Okonkwo U (2007) Luxury Fashion Branding: Trends, Tactics, Techniques, Palgrave, Macmillan
Tungate M (2009) Luxury World, The Past, Present and Future of Luxury Brands, Kogan Page
Raymond M (2010) The Trend Forecaster’s Handbook Laurence King Publishing
Raymond M (2003) The Tomorrow People: Future Consumers and How to Read Them Today Prentice Hall

Journals
Viewpoint Magazine
View Magazine
Journal of Fashion Marketing and Management
International Journal of Clothing Science and Technology
Supply Chain Management: An International Journal

Websites
http://www.wgsn.com
http://www.trendwatching.com
http://www.coolhunting.com
http://www.ecouterre.com
http://www.treehugger.com