BA (Hons) Fashion Marketing Bachelor's degree at De Montfort University

Study fundamental principles of marketing, covering marketing mix, segmentation, targeting, positioning, market research and customer behaviour. Understand consumer and craft customer personas. Gain insights into commercial awareness and marketplace, exploring traditional and e-commerce retail. Examine future of fashion retail experience. Introduction to fashion roles and responsibilities. Learn practical skills in computer aided design (CAD).

Teaches fundamental principles of fashion business within global context. Covers fashion business innovation, marketing merchandising, strategy, and digital enterprise at introductory level. Introduction to merchandising subject area with basic merchandising skills and theoretical concepts. Software use to develop range plan and critical path. Apply theoretical concepts in fashion innovation, marketing, and business strategy. Equips knowledge of new digital technologies within fashion business.

Explores buying process within fashion business: trend and colour prediction, range planning, product development, sustainable sourcing, critical path management, sales analysis and trading. Communicate and present ideas through Adobe Creative Suite. Develop range of garments, implementing fabric identification knowledge. CAD proficiency and digital portfolio development. Responsible design and UN Sustainable Development Goals (SDGs) reflected in module.

Engages student in personal reflection and development with consideration to professionalism and future impact in fashion world. Theoretical studies delivered by Design Cultures to contextualise current practice within historical framework. Consider origins and influences, research methods, visual literacy and academic writing skills. Promote interaction and analytical thinking with understanding of inclusive and ethical practice. Responsible design and UN Sustainable Development Goals (SDGs) re

Learn importance of understanding consumer journey, shopping habits, behaviours, and motivations in buying products. Explore consumer behaviour theories and market insights and data analysis to understand consumer wants and needs. Make proposals to improve customer experience (CX) and journey. Focus on building brand improvement and loyalty with customers. Introduction to Discovery Lab for accessibility in design for UI (user interface) and UX (user experience). Ethics, diversity, and inclusivit

Teaches fundamental principles of sustainable design innovation and future of fashion within global context. Examine key issues and considerations of sustainability from design innovation perspective. Introduction to circular economy with implications of cost versus planet. Apply theoretical concepts in design innovation, sustainability and fashion business. Explore UN Sustainable Development Goals and application within fashion and design context. Sound knowledge of sustainable issues, Corporat

Learn key theories and principles of digital marketing for a brand. Cover history of digital marketing and new and future technologies including AR (augmented reality), AI (artificial intelligence), metaverse, virtual reality, and social media. Explore marketing methods to apply creativity and innovation in producing engaging digital marketing campaign for fashion brand. Draw upon Discovery Lab to explore accessibility, UI, and UX and relate to industry case studies.

Learn to use specific tools to promote and attract consumers into purchasing products through persuasive promotion. Explore relevant theories in marketing communications and branding. Understand and embed brand equity, branding, and creativity into fashion marketing campaign. Build skills in critical thinking, problem-solving, decision making, group work, presenting, analytical skills, and self-directed research. Delivered through problem-based learning, group work, investigations, practical CAD

Based on research to create a marketing plan for a brand focusing on turnaround strategies. Review and establish new innovations in global retailing, visual merchandising, promotional techniques, and new directions in consumer demand. Consider impact of external factors on retailing. Propose original and innovative strategies for a particular brand to improve sales and perception. Could include new market positioning, new direction towards consumers and in-store and digital concepts. Responsible

Pushes to explore sensory experiences in shaping brand perceptions and customer interactions. Creatively engage in research and design in response to industry brief to explore brand identity DNA. Research and analyse opportunities for declining brand re-branding or brand extension for successful brand. Explore how marketers create emotional connections with consumers, fostering brand loyalty. Draw on major developments in current and emerging media, macro trends and assess significance of work o

Allow selection of own area of interest from fashion buying, marketing, merchandising and business to carry out rigorous research and create original work under supervision. Support given by supervisor to guide project plan creation with continued guidance in project management. Develop competency in research skills including using literature to develop and support arguments. Learn how to justify approach for selecting and using information from range of sources and present findings.