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FM012 Introduction to Fashion Marketing

6 credit points

Course Code FM012

Subject Outline

FM012 Introduction to Fashion Marketing


Betsabeh Sohrabi

Program Director

Nick Comino



Contact hours/week


Credit points



1 term

Self Study hours/week




Subject Description

The subject provides an understanding of fashion system and how it is applied through the process chain, from concept development and design, to production and distribution, to marketing and sales.

It introduces the student to fundamental fashion marketing principles taking a strategic approach to creating and managing today’s marketing challenges in the design business. It also offers a broader perspective of the fashion industry in order to establish the progression of contemporary fashion marketing within its cultural and sociological context.    




  • Exploring the fashion system

  • Understanding and applying fashion terminology

  • Design fundamentals

  • Fashion marketing theory and principles

  • Understanding the industry

  • The flow of fashion

  • Communication in fashion

  • Understanding visual communication within a fashion context

  • Analysing the fashion market

  • Consumer behaviour

  • Branding basics  


Learning outcomes or Competencies

  1. Recognize and evaluate the fashion system and its application throughout the industry.

  2. Identify the structure of the fashion industry and the process chain involved.

  3. Understand fundamental fashion design and fashion marketing theory and principles.

  4. Understand the various forms of marketing

  5. Analyse the fashion market and the factors that affect it.

  6. Identify the cultural, social and psychological aspects of consumer behaviour.

  7. Explore and analyse the language of fashion through visual communication.

  8. Develop strategic thinking to marketing.

  9. Analyse and evaluate information in order to generate ideas for concept development


Assessment Table



Weighting %

Week Due

Learning Outcome

1. Report on the state of the Australian fashion industry



Week 5

1, 2, 3, 4, 5, 6

2. Case study of Australian fashion brand


(group project)


Week 7

1, 2, 3, 4, 5, 6, 7, 8

3. Create advertorial for the case study brand and present the theoretical position

Film & presentation

(group project)


Week 9

1, 2, 3, 4, 5, 6, 7, 8, 9


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