module specification

Fashion Business Market Practice is a practical module designed to help build capabilities to deal with competitive and fast-moving fashion environment and
aims to turn ‘the learners into the professional’. You are expected to develop a more focused and resolved approach to your practice as well as performing more complex skills with confidence, evaluating your work and developing ideas from inception to realisation. In this module, you will create collections of work in preparation for an industry based and practical fashion portfolio. You will also start to edit and finalise your Professional Portfolio in readiness for graduation and future career movement. This module has a very strong connection with the fashion industry through our partners such as Polimoda, Black Neon Digital, Otherday, Sefleuria, Crawford Creative, Puddinglingerie.com, Asos, etc.

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W1-Introduction to the module, structure and assessment-
W2-Polimoda’s real-life industry assignment *
W3-Case study 1-Reflection, discussion, solution and recommendation
W4-Case study 2- Reflection, discussion, solution and recommendation
W5-Case study 3- Reflection, discussion, solution and recommendation

*These case studies are from the university resources such as Mintel, Harvard Business Review, etc.

W6-Industry guest lecture provided by our partners.
W7-Workshop-Primary case study write-up. This time, students write a case study!
W8-Case study data collection workshop
W9-Presentation of the findings and the case
W10-Visit provided by Polimoda and/or one of our partners to a fashion workshop.
W11-Career advice and current and future fashion marketing trends workshop
W12-Assignment workshop
W14-Examination Week-Industry assignment presentation to the firm/CEO (Assignment deadline due date)

Students will have 36 hours of contact time delivered through twelve 3-hour workshop sessions. Workshop sessions include:

Project Briefings
Group tutorials and discussions
One-to-one tutorials
Critical reviews
Creative and technical workshops
Visual presentations
Industry insight lectures and visits with our partners

Learning activities include:

Creative industry portfolio development
Portfolio presentation workshops
Innovative ideas and technical workshops
School resource-based learning
Seminars
Peer group learning
Self-evaluation
Study Skills support

WebLearn will be used to guide students through additional independent study using case studies, videos, articles and other readings.
As in the preceding practice modules you will be encouraged to make links between methods, skills and practices that you have explored and developed. You will be supported by specialist staff who will help you to advance your work in relation to current fashion theory and practice. You will also be encouraged to identify and understand your target audience in relation to your fashion practice.

Critical contexts will be outlined through briefings and lectures. Discussions in one-to-one and group tutorials will help you to become increasingly sophisticated in communicating the processes and outcomes of your work, as well as help you with your self-evaluation. During independent study you will be guided to learn how to manage your time effectively outside the taught sessions.
Feedback on your progress and development will be given during tutorials, workshops and critical reviews.

By completing this module students will be able to:

1. Challenge the conceptual and technical practices of fashion industry
2. Identify the skills you need to practice professionally in fashion industry
3. Establish a personal fashion identity by critically assessing your realised outcomes
4. Make independent critical judgments in the selection and use of ideas, materials, and techniques
5. Apply enquiry and reflection enabling you to critically evaluate your work

The assignment for this module promotes the development of critical and reflective abilities through the analysis of visual and written material relevant to various disciplines within Fashion Industry. It also highlights the importance of critical thinking, reflection and analysis within creative practice. The assessment will be a practical portfolio reflecting on the context on management, media, communication, marketing and sustainable practices and approaches within the Fashion Industry

This portfolio either focus on a few fashion business case studies and gathering primary data and find a scenario-writing-style solution(s) for a current situation/tends/phenomena in fashion industry

or 

this portfolio will be an Industry integrated assessment and the real-life presentation situation when students have the opportunity to work on one or more concrete projects designed by our fashion partners (firms and institutions) under real-life conditions. These projects may also take place in partnership with brands, associations or media allowing students to put their knowledge into play in a concrete and applied way.

Core Reading:
Mitterfellner, O. (2019). Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry (1st ed.). Routledge. https://doi.org/10.4324/9780429451591

Additional Reading:
Almila, A. M. (2016) ‗Fashion, anti-fashion, non-fashion and symbolic capital: The
uses of dress among muslim minorities in Finland‘, Fashion Theory, 20(1), pp. 81-102.
Almousa, M. (2011) ‗Perceived risk in apparel online shopping: A Multi-dimensional
perspective‘, Canadian Social Science, 7(2), pp. 23-31.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018) ‗Influencers on Instagram:
Antecedents and consequences of opinion leadership‘, Journal of Business Research,
https://doi.org/10.1016/j.busres.2018.07.005.
Colliander, J., & Marder, B. (2018) ‗Snap happy‘ brands: Increasing publicity
effectiveness through a snapshot aesthetic when marketing a brand on
Instagram‘, Computers in Human Behavior, 78, 34-43.
Guercini, S., Bernal, P. M., al, & Prentice, C. (2018) ‗New marketing in fashion ecommerce‘, Journal of Global Fashion Marketing, 9(1), pp. 1-8
Kim, E., Sung, Y., & Kang, H. (2014) ‗Brand followers‘ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth‘, Computers in Human Behavior, 37, pp. 18-25.
Kim, H. S. & Hong, H. (2011) ‗Fashion leadership and hedonic shopping motivations of
female consumers‘, Clothing and Textiles Research Journal, 29(4), pp.314-330.
Liu, J., Li, C., Ji, Y. G., North, M., & Yang, F. (2017) ‗Like it or not: The Fortune 500's
Facebook strategies to generate users' electronic word-of-mouth‘, Computers in Human
Behavior, 73, pp. 605-613.
Loureiro, S. M. C., Costa, I., & Panchapakesan, P. (2017) ‗A passion for fashion: The
impact of social influence, vanity and exhibitionism on consumer behaviour‘,
International Journal of Retail & Distribution Management, 45(5), pp. 468-484.
Maloni, M., Hiatt, M. S., & Campbell, S. (2019) ‗Understanding the work values of Gen
Z business students‘, The International Journal of Management Education, 17(3),
100320.
Mokhtazar, S. (2019). ‗Stylish Influencers to Follow for Modest Fashion Inspiration‘,
SalamToday, accessed on 20 December 2019, at <https://int.salamtoday.com/stylishinfluencers-to-follow-for-modest-fashion-inspiration/>
Mora, E., & Rocamora, A. (2015) ‗Letter from the Editors: Analyzing Fashion Blogs—
Further Avenues for Research‘, Fashion Theory, 19(2), pp. 149-156.
Mortara, A., & Roberti, G. (2017) ‗The Spread Fashion: an Explorative Research of
Italian Fashion Blog‘, Italian Sociological Review, 7(1), pp. 87-104.
Phua, J., Jin, S. V., & Kim, J. J. (2017) ‗Gratifications of using Facebook, Twitter,
Instagram, or Snapchat to follow brands: The moderating effect of social comparison,
trust, tie strength, and network homophily on brand identification, brand engagement,
brand commitment, and membership intention‘, Telematics and Informatics, 34(1), pp.
412-424.
Pihl, C. (2014) ‗Brands, community and style–exploring linking value in fashion
blogging‘, Journal of Fashion Marketing and Management, 18(1), pp. 3-19.
Rahman, O., Wong, K. K. K., & Yu, H. (2016) ‗The effects of mall personality and
fashion orientation on shopping value and mall patronage intension‘, Journal of
Retailing and Consumer Services, 28, pp. 155-164.
Soh, C. Q. Y., Rezaei, S., & Gu, M. L. (2017) ‗A structural model of the antecedents
and consequences of Generation Y luxury fashion goods purchase decisions‘, Young
Consumers, 18(2), pp. 180-204.