20 credits at level HE5
This module will examine the fashion retail industry, addressing areas such as trends in fashion retailing; retail strategy; the consumer/retailer interface; and managing the retail mix (retail location, product selection, buying & sourcing, retail pricing, retailers own brands, advertising & promotion, retail environment, visual merchandising and retail service)
The module will be delivered using a combination of lectures, case studies, store visits and videos. Class activities will be supported by online learning resource materials produced for the module.
Assessment will take the form of an in-depth case study of a selected fashion retailer. Students will investigate the retailer's strategy, retail mix and approach to visual merchandising, submitting two written reports (one dealing with strategy/retail mix, and one with visual merchandising) and giving a verbal presentation on their selected retailer to the rest of the class.
when you have successfully completed this module you will:
to demonstrate that you have achieved the learning outcome you will:
|1.||Demonstrate an understanding of corporate strategy within the contemporary fashion retail sector.||
Evaluate the corporate strategy of a given fashion retailer.
|2.||Demonstrate an understanding of the structure, participants and operations of the fashion retailing sector||Describe in detail the positioning of a given fashion retailer in comparison to its direct competitors and the sector as a whole.|
|3.||Demonstrate an understanding of the application of marketing theory to the fashion retail sector||
Describe and analyse the retail mix of a given fashion retailer.
|4.||Demonstrate an understanding of visual merchandising techniques used in the fashion retail sector||Describe and analyse the visual merchandising techniques used by a given fashion retailer.|
Your achievement of the learning outcomes for this module will be tested as follows:
|Description||A report (2000 words) requiring students to analyse the positioning strategy and retail mix employed by a fashion retailer.||A report (1500 words) evaluating the visual merchandising techniques employed by a fashion retailer.||15 minute presentation summarising the findings of coursework 1 & 2|
There are no prerequisites for this module.
No restrictions apply.
McGoldrick (2002) Retail Marketing (2nd Ed). McGraw Hill
Bruce, Moore, & Birtwistle (2004) International Retail Marketing: A Case Study Approach. Butterworth Heinemann
Hines & Bruce (Eds) (2006) Fashion Marketing – Contemporary Issues (2nd Ed). Butterworth Heinemann
Morgan (2008) Visual Merchandising: Window and In-Store Displays for Retail. Laurence King Publishing
Goworek (2007) Fashion Buying (2nd Ed). Blackwell Science.
Journal of Fashion Marketing & Management
European Journal of Marketing
Textile Outlook International
and major retailers websites, e.g.:
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