School of Design. BA (Hons) Fashion Marketing

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1 School of Design BA (Hons) Fashion Marketing

2 BA (Hons) Fashion Marketing at the University of Leeds The University of Leeds is a top civic university in the heart of one of the UK s most fashionable and student friendly cities. Our unique BA in Fashion Marketing harnesses business acumen and trend analysis, forecasting and promotion in a creative and innovative way, which views fashion product and fashion-related industries in a broad context. The course is designed to develop and enhance a range of skills to meet the diverse employment possibilities open to our graduates. Our exciting BA (Hons) degree will enable you to study fashion marketing in a stimulating and internationally renowned academic environment. Through expert guidance in research activities, you will explore trends beyond a fashion-style context, to understand a wide range of external influences that drive fashion consumerism and taste. You will develop a wealth of theoretical and technological knowledge, alongside your critical thinking and creativity to identify and maximize opportunities in the marketplace.

3 Studying Fashion Marketing at Leeds Through this exciting course, you will develop a sound understanding of the principles of marketing and the operation of the fashion industry, including the aesthetics of design and style in apparel and other fashionrelated products that are designed to meet the needs of consumers. This is further enhanced with knowledge of style, design and taste from a historical perspective and the present and likely future, to enable you to work confidently with trend information and to develop and promote colour and style trends and new concepts. The course balances the activities of fashion-related industries with the complexities of consumer behaviour and the consumers role in the fashion system, to nurture a strong commercial awareness enhanced with production knowledge. You will develop a range of promotional materials and displays and will have the opportunity to collaborate in a trends research venture. A framework of academic studies, delivered by experts from a range of design disciplines, gives a dynamic context to the specialist fashion marketing and trend studies modules. Complementary skills and knowledge can also be gained through a choice of options offered by the School of Design and a wide range of electives offered by schools from across the university. Learning and teaching takes place through lectures, seminars and tutorials, and one-to-one contact with tutors. Practical work is assessed through portfolios, mood boards, trend packages, promotional materials and displays. Theories and knowledge are assessed through examinations, reports, essays, critiques, personal reflections and a business plan. The teaching staff are committed to quality research and academic excellence and have many years of direct experience within the fashion industry and fashion-related industries. The School of Design is located next to Clothworkers Court, at the heart of the University Campus. Facilities include: spacious, well-equipped design and art studios and purpose-built PC and Apple Macintosh computer clusters. The University of Leeds International Textiles Archive (ULITA) and the M&S Company Archive are valuable on-site research resources for the programme. Course structure The BA (Hons) Fashion Marketing is a three-year programme of study or a four-year course if you decide to undertake an optional year out in industry or study abroad after year 2. In Year 1, you will undertake core studies in the historical, cultural and technological aspects of art and design. Through the specialist modules, you will gain a sound understanding of the fashion industry, the fashion market place and apparel production processes which include product development, knowledge of materials and components, manufacturing and supply chains. Knowledge of the principles of marketing is developed through marketing mix theories. You are introduced to market research and marketing research practice and learn the consumers role in the fashion system, exploring target markets, segmentation, and consumer behaviour theories. A practical activity enables you to develop a range of customer profiles for different markets.

4 Trend studies in the first year concentrate on fashion style and communications, where a strong sense of fashion and style is developed through awareness and research techniques. You will explore the driving forces of fashion. These include technological developments, retailing and marketing influences, influential people and events, and material availability of different time periods. Popular styles of fashion-related products, past and present are discovered through evaluations of style; and consumer tastes are explored through fashion history and theories. In Year 2, the core subjects will help you to develop an awareness of professional standards. The Fashion Marketing module explores fashion communication strategies and furthers your knowledge of product development and manufacturing methods. You will develop a critical understanding of marketing communications applied to a range of fashion-related products. In this module there is a strong emphasis on advertising and public relations which allows you to develop creative written and visual communications. Branding is explored through theory and practice and the fashion media is critically evaluated. You will develop a range of promotional materials to harness creativity and knowledge. The importance of pattern making and pattern cutting for the apparel industry are explored, along with production methods for other fashion-related products - to better understand different demands on fashion marketers. The trend studies module in the second year focuses on colour forecasting and trend forecasting. You will develop a sound understanding of the processes used by forecasters and by those who use trend forecasting information, such as product designers, buyers and retailers. You will develop a strong understanding of the role and importance of the specialist colour forecasting sector and how colour trend information is disseminated from national and international colour meetings, through trade fairs. You will study colour theories, colour psychology and mood creation; and develop and work with seasonal colour stories and colour ways, for a range of fashionrelated products for different target markets. In Year 3, you will further develop your knowledge through a project of particular interest to you, using research and creative skills developed and enhanced throughout the course. Fashion marketing moves into retailing and visual communications where you will develop a critical understanding of retailing and visual merchandising theories. The longevity and novelty of sales and marketing efforts and consumerism are appreciated through retrospective research to bring about fresh ideas for display. You will develop a sound understanding of the role of visual merchandising through window displays, interior design and atmospherics, to design creative visual displays. In the third year, trend studies moves towards the promotion of trends and the realisation of future directions. You will use knowledge gained through the fashion marketing module to develop professional trend packages and exhibition displays. You will also develop creative writing skills to further support the marketing of your own trend projections. Through the additional Fashion Business module, you will explore and analyse a range of critical issues faced by fashion companies, such as sustainability and challenges in brand identity, and will learn how to produce a professional business plan. The final year offers opportunities to collaborate with students on other programmes in the School, which can be further developed through an exciting option module working with design students.

5 Subjects studied Year 1: Fashion Marketing; Fashion Style and Communications (Trends 1); Fundamentals of Imaging; History and Theory of Art and Design; Patterns and Culture; two options (or electives). Year 2: Fashion Marketing and Product Development; Trends and Forecasting (Trends 2); Digital Design for Professional Development; Marketing Creativity and Innovation; Design Theory; two options (or electives). Year 3: Retailing and Visual Communications; Trend Promotion (Trends 3); Critical Issues for Fashion Business; dissertation. Professional skills for your career Throughout your degree studies you will actively develop a range of skills to prepare you for employment. You will develop your analytical, communication, leadership, planning and organisational skills; and creative problem-solving, research, critical thinking and time management skills. You will also develop your ethical awareness, professionalism, flexibility, use of initiative, sensitivity towards societies and cultures, and team and independent working capabilities. In addition to these generic transferable skills, you will develop your commercial sense, consumer awareness, selfpromotion, trend forecasting and projection skills, and business acumen. Work experience opportunities If you wish to further enhance your learning experience, the School will support you in seeking and benefiting from, an industrial placement, to take place after year 2. This option may benefit you from both an academic and an employability perspective. Many students secure permanent employment with their placement company as a result of their work experience. Placement roles may include product development, trend forecasting, buying, merchandising, PR and advertising. Students are encouraged to seek opportunities in all areas of the fashionrelated and creative industries. Career destinations Throughout the degree you will develop a range of skills to prepare you for working life. Opportunities may be found in production and manufacturing sectors as a fashion marketer; in fashion, textile and / or colour forecasting sectors; and in retail, in roles such as fashion coordinator, visual merchandiser, window dresser, fashion boutique owner / manager. Positions may also be found in the media such as fashion stylist and fashion writer; and in the promotional sector, such as fashion PR and promotions director. University scholarships The University offers a range of undergraduate scholarships and bursaries to support students from less affluent backgrounds. Please go to the University of Leeds website at for full details.

6 Applying to study in the School of Design Applications should be made online through UCAS, the Universities and Colleges Admissions Service. Please go to their website at for details of how to apply. The University of Leeds UCAS code is L23 and the UCAS course code is W231. Entry requirements The School of Design bases its offer of a place on careful consideration of information provided in the UCAS application form. Pre-A level qualifications, including GCSEs, your personal statement and academic reference are all of importance. Good performance at 'A' level (or equivalent) is regarded as essential. You are required to have a minimum of six subjects at GCSE level to grade C or above, including English Language. Maths or a science subject and Art or Design are expected. Three 'A' level subjects to grades B, B, B or above are required. These should include an art or design subject and preferably at least one academic subject. Equivalent qualifications may also be considered. Art and design foundation course qualifications are welcomed as an additional qualification to A levels, but are not a requirement for entry. There are normally no interviews or portfolio viewings for this course. However, in exceptional circumstances, applicants without standard entry requirements may be invited to attend for interview and to show their portfolio of work. Admissions tutors will consider the candidate s experience, skills and knowledge in relation to the academic and practical demands of the course. The School particularly welcomes applications from mature students and where appropriate, interviews mature candidates undertaking a relevant validated access course in art and design. The School of Design actively participates in the University of Leeds Access to Leeds Scheme. This alternative entry scheme gives special consideration to applicants whose personal circumstances may affect their ability to demonstrate their full potential through grades alone. Successful applicants receive an alternative, lower offer alongside a standard offer. For further information please go to access/leeds or contact accesstoleeds@leeds.ac.uk. For full details about our entry requirements, please visit the Undergraduate Study section of the School of Design website at Visiting the School of Design If we offer you a place, you will be invited to attend one of our School open days, where you will have the opportunity to find out more about studying fashion marketing at Leeds. If you want to find out more about the BA in Fashion Marketing prior to application, you are recommended to attend one of these events, which include presentations about the course and a tour of the School. You will find the dates of scheduled events on our School website at or by ing designundergrad@leeds.ac.uk Further information If you wish to find out more about this course and the University of Leeds, please visit the University s website at and the School of Design s website at For enquiries about admissions and qualifications, please designundergrad@leeds.ac.uk or phone the School on For enquiries about the structure and content of the course, please contact: Dr Tracy Cassidy School of Design University of Leeds Leeds LS2 9JT Telephone: t.d.cassidy@leeds.ac.uk Website: Whilst the University endeavours to ensure that the information contained in this brochure is accurate at the date of publication the University does not accept liability for any inaccuracies contained within it. Where circumstances change outside the reasonable control of the University, the University reserves the right to change or cancel parts of, or entire, programmes of study or services at any time without liability, even after students have registered at the University. Circumstances outside of the University s reasonable control include, industrial action, over or under demand from students, staff illness, lack of funding, severe weather, fire, civil disorder, political unrest, government restrictions and concern with regard to the transmission of serious illness. The University s contract with its students does not confer third party benefits for the purposes of the Contract (Rights of Third Parties) Act 1999.