FM012 Introduction to Fashion Marketing

6 credit points

Course Code FM012

Subject Outline

FM012 Introduction to Fashion Marketing

Lecturer

Betsabeh Sohrabi

Program Director

Nick Comino

Co/Pre-requisites

N/A

Contact hours/week

6

Credit points

6

Duration

1 term

Self Study hours/week

8

   

 

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.    

 

 

Content

  • 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

Name/No

Type

Weighting %

Week Due

Learning Outcome

1. Report on the state of the Australian fashion industry

Report

20

Week 5

1, 2, 3, 4, 5, 6

2. Case study of Australian fashion brand

Presentation

(group project)

40

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)

40

Week 9

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

 

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