What do you do in fashion marketing

What do you do in fashion marketing

Course details

This course is subject to revalidation. Revalidation is a process that makes sure students get a high quality academic experience. During revalidation there may be some changes to course content. Please contact us if you have any questions about this course.

BA (Hons) Fashion Marketing is a highly specialised course for individuals who want to pursue a career in fashion marketing. The course is tailored to the specific business environment relating to fashion consumers, fashion brands, the supply of fashion products and the related international aspects of fashion marketing and enables you to recognise your own individual interests and skills in the area of fashion marketing and prepares you for a range of fashion business careers.

You will learn the fundamental theory of marketing and how this is applied in practice, managing marketing across a variety of fashion organisations, from value brands to luxury labels. You will learn how fashion businesses determine consumer needs and wants across international markets and how to plan integrated marketing communications utilising the latest marketing communications platforms. You will learn about the importance of brand building and brand marketing, and explore specialist aspects of fashion marketing, such as sustainable fashion marketing, digital fashion marketing, customer relationship management, consumer behaviour, international fashion marketing, creative retailing, marketing strategy, leadership and innovation. As well as your own individual work there are opportunities for collaboration with other students on group projects, and you will gain invaluable experience by interacting with fashion industry professionals through guest speakers, industry visits and live industry projects.

An optional placement year between the second and final year of the course enhances the employability of students through offering valuable experience and contacts within the industry. LCF Careers offer support throughout the course on increasing your career profile, and, continue support after graduation through First Move.

Course structure

The academic year for this course is divided into Block 1 and Block 2.

Block 1 is of 15 weeks’ duration from early October to mid-February. In accordance with the University timetable, there will be a four week holiday in December.

Block 2 is also of 15 weeks’ duration from mid-February to the end of June with a four week holiday for Easter.

Year one

  • Introduction to the Fashion Business for Fashion Marketing
  • Principles of Fashion Marketing
  • Global Fashion Branding: Theory
  • Introduction to Cultural and Historical Studies
  • Better Lives
  • Global Fashion Branding: Communications

Year two

  • Cultural and Historical Studies
  • Researching Consumer Behaviour and Psychology
  • Social and Digital Marketing
  • Work Experience Based Learning

Year three

  • Futures and Innovation
  • Fashion Marketing Strategy
  • Final Major Project

The course team arrange a variety of optional trips and visits to supplement your studies. These trips are often local and where possible provided at nil or reduced cost. Opportunities for extended trips to fashion industry events or areas of interest are usually offered in the first and second year and where these trips involve accommodation and travel costs we aim to offer good value for students.

Contact us

To register your interest and receive information and updates about studying at UAL, please complete this form.

If you can’t find the information you’re looking for or to ask a question, please contact us.

Course units

Year one

Introduction to the Fashion Business for Fashion Marketing introduces you to your course and its subject specialism as well as to effective learning and studentship at undergraduate level. It will orientate you to the practices and knowledge-base needed to understand your discipline and help you to develop your skills for independent & collaborative learning, reflection and your own self development. Students come from many diverse educational backgrounds and a part of this unit will enable to reflect on your own background and how that shapes the way you approach your course.

Principles of Fashion Marketing introduces you to what marketing is and how it is defined. You will learn about the role of marketing, its cross-functional importance and its contribution to fashion business success. The unit also looks at the role of marketing as a service provider within the organisation, and as a contributor to understanding the key stakeholders in a fashion business, including customers. You will gain knowledge about the marketing planning process, segmentation, the internal and external marketing environment, and the marketing mix. You will gain an understanding of the language and terminology of marketing, and the unit gives you a foundation for future learning.

The Global Fashion Branding: Theory unit will develop your understanding of the brand building and brand management process in the fashion industry. You will learn how fashion businesses build brand identity, brand image and brand personality and how brands target and communicate their brand message to consumers across multiple channels. You will research branding practices in the fashion industry and learn how to undertake brand audits and to evaluate brand performance for a fashion business operating internationally.

Introduction to Cultural and Historical Studies introduces you to key concepts and ways of thinking about fashion and its context in society and culture. You will attend lectures, seminars and workshops, and do a significant amount of reading of academic texts in order to complete a formal academic essay for assessment.  Completion of this unit will allow you to make an informed choice of subject for study in the second year Cultural and Historical Studies unit.

The Global Fashion Branding: Communications unit will develop your understanding of integrated marketing communications and public relations in the fashion industry. You will learn how to use customer insights to develop and implement brand guidelines for a variety of fashion businesses and to communicate consistent and ethical brand messages to consumers across multiple channels and in diverse locations. You will enhance your understanding of consumer research, product development and contemporary branding communications practice. You will use the components of the marketing communications mix to generate effective brand communications campaigns and PR strategy for a global fashion business.

Better Lives

London College of Fashion, UAL (LCF) is a leader in fashion design, media and business education. We have been nurturing creative talent for over a century, offering courses in all things fashion. We encourage students to examine the past and challenge the present. To have inventive, assertive ideas that challenge social and political agendas. We give students the skills, opportunities – and above all, the freedom – to put those ideas into practice. By leading the way in fashion design, business, and the media, we influence culture, economics and our society. This unit will provide you with a solid understanding of LCF’ core values and how they connect to your practice. As part of this unit you will explore diversity, social responsibility and sustainability, themes which you will then apply to a selected project. At this stage the emphasis is on how you apply your thinking across these important themes to your practice. Your thinking is more important than a finished piece of work at this point. Fashion can change lives. Through teaching, specialist research, and collaborative work, this unit will get you thinking differently. We want you to use fashion to examine the past, build a sustainable future and improve the way we live. That’s why we call this unit ‘Better Lives’.

Year two

You will be able to study a Cultural and Historical Studies unit of your choice that will broaden or deepen your learning of areas relating to your interests in your chosen field. You will have the opportunity to participate in lectures, seminars and workshops with students from other courses within your School, and will read relevant academic texts and complete a formal academic essay for assessment.

Researching Consumer Behaviour and Psychology unit introduces you to concepts of consumer behaviour and psychology through investigation of how and why we buy fashion goods and services. You will investigate how consumer identity is formed, and develop your understanding of fashion psychographics and cross-cultural values and how these may inform fashion marketing practices. You will apply market research methods and evaluate consumer behaviour in different parts of the world.

Social and Digital Marketing unit is to prepare you for working in an industry where traditional geopolitical and physical boundaries are becoming less relevant using on-line retailing and digital marketing techniques, this unit develops your understanding, application and evaluation of contemporary marketing approaches and practices. The social and digital marketing landscape will be explored in a global context and related to the broader concepts of customer acquisition and relationship marketing.

The Work Experience Based Learning unit gives you the opportunity to apply your subject knowledge in a work-based context. This could be a work placement or internship, a live industry consultancy or a simulated industry project within the fashion industry. You will undertake an industry scoping exercise to identify suitable opportunities for your work-based learning experience and deliver a reflective account of this and assess your performance against appropriate professional criteria.

Professional placement year (optional)

You can opt to undertake the Diploma in Professional Studies (the Diploma), a University of the Arts London Award for a period of industrial placement of at least 30 weeks duration. The placement is undertaken during the third year of the four-year Bachelor’s degree during which you normally will be working full-time in a company. You will be able to experience the pace, atmosphere and discipline of working in the industry through your involvement in the day-to-day activities of a fashion business. This will give you practical experience of the roles, functions and operations in the fashion industry that you have studied on your course. There is flexibility to combine a work placement overseas (minimum 20 weeks) with a period of overseas study (minimum 10 weeks). You will be required to write a negotiated report on your placement, which will focus on issues or opportunities related to the placement company. This will develop your study skills and allow you to demonstrate your research, analytical and evaluative skills. Successful completion of the year will give you the additional qualifications of a Diploma in Professional Studies.

Final year

In the first term you will study the Futures and Innovation unit. You will look at current issues affecting the fashion industry in general and fashion marketing in particular.  You will explore various trend indicators that are likely to point to important influencing factors in the future. Scenario planning and futures forecasting will be investigated, and the specific content of the unit will evolve as the fashion industry changes.

Fashion Marketing Strategy unit gives you the opportunity to develop your understanding of corporate strategy and business models, which will enable you to analyse fashion strategies at both corporate and business levels. You will also learn how to formulate strategic plans for businesses in different contexts, such as online and international markets. You can choose a specialist direction that reflects your course and career aspirations.

Throughout the final year you will do your Final Major Project. This gives you the opportunity to develop your project proposal from your initial idea, and negotiate your final project brief within the general area of marketing with your supervisor. This will reflect your particular interests and your future career aspirations, and the final outcome of your project will be a considerable body of work. This will be communicated to a relevant audience via an appropriate medium as the culmination of your project.

Showing your work

All students are advised to set up a profile on portfolio.arts.ac.uk, UAL’s new portfolio platform, which can be done at any point during your time at LCF and will last for up to 12 months after graduation. This platform is often used to source student work for promotional use on the website, social media and for print and can be a great way of getting your work seen. You may also be asked to have a portfolio profile for the selection process when it comes to degree shows.

Learning and teaching methods

  • Briefings, lectures, seminars and tutorials
  • Field trips
  • Industry expert presentations
  • Individual and group work.
  • Library and digital creative inductions
  • Formative and summative presentations
  • Collaborative online learning
  • Formative exhibitions

Assessments methods

  • Essays
  • Reports
  • Business development plans
  • Reflective writing
  • Dissertation
  • Presentations
  • Graduate exhibition

Programme specification

BA-Hons-Fashion-Marketing-2018-19.pdf (PDF File 80.4 KB)

Autumn term:

Monday 17 September - Monday 7 December 2018

Spring term:

Monday 7 January - Friday 15 March 2019

Summer term:

Monday 15 April - Friday 21 June 2019

Staff

Dr Natascha Radclyffe-Thomas is the Course Leader for BA (Hons) Fashion Marketing and has also been awarded the National Teaching Fellowship Award. The National Teaching Fellowship Scheme (NTFS) celebrates excellent practice and outstanding achievement in learning and teaching in higher education. As a Senior Fellow of the Higher Education Academy she has extensive international teaching experience, both studio-based and theoretical, in the UK, Asia and the US.  Dr Radclyffe-Thomas has a background in fashion design, product development and marketing as a partner in the award-winning London-based directional childrenswear label Miss Fleur. Dr Radclyffe-Thomas is an active researcher who has published and presented conference papers internationally on research interests including the Chinese fashion industry, cross-cultural fashion marketing, e-learning, place marketing and the geography of creativity, sustainability and social entrepreneurship. Recent research looks at how issues such as culture, heritage, city-branding and social enterprise manifest themselves in contemporary fashion marketing in the West and Asia and how cities such as London and Shanghai build fashion identities through their engagement with city branding. See Dr Radclyffe-Thomas's UAL research profile.

Edwin Phiri is a Fellow of the Chartered Institute of Marketing and subject leader (Marketing) in the Fashion Business School at LCF. Edwin has an MBA in Strategic Marketing and is a passionate and keen marketer whose subject and research interests include: Marketing, Marketing Communications, Branding Management and Strategy.

Sharon N. Hughes is an internationally recognised speaker, fashion marketing professional and lecturer specialising in digital and social media strategy. Sharon holds a BS degree in Marketing Management and Fashion Merchandising, and MA in International Marketing. Sharon began her retail management career in the U.S. with Limited Brands and Macy’s Inc. before transitioning to marketing and event planning, promotions and creative management working at InStyle and consulting for brands including Jeffrey Campbell and Chanel. Sharon is also a lifestyle blogger for the award-winning blog, Career Girl Daily and has been published in Arts Professional magazine, Stylist and Dubai's What's On magazine.

Olga Mitterfellner is an internationally experienced fashion marketing professional and lecturer specialising in strategic fashion branding, marketing and PR. Olga holds a BA in Fashion Design and Fashion Marketing and an MA in Textile Futures and is a fashion blogger (fashionblogga) and contributing editor to the academic online platform Worn Through. Olga has worked in the fashion industry in Europe and Asia and is fluent in five languages. Olga is a member of the British Sociological Association and the Association of Dress Historians and an Associate and Chartered member of the International Textile Institute and continues to research smart textiles and contribute to textiles through her own label Fuselage.

Rosemary Varley is the Subject Director (Marketing and Retail) and Research Coordinator for the Fashion Business School and is responsible for academic curriculum and research development. She teaches fashion brand strategy across courses and her research interests focus on the relationship between fashion brands and their retail environment. She has authored Retail Product Management, co-authored Principles of Retail Management, and presented a wide variety of conference papers. - view full profile

Edward Stammers is (Acting) Programme Director for the Fashion Business Programme.

Dan Henderson is the Developments Director for the School of Management and Science. His fashion industry experience includes working at Marks and Spencer and Debenhams as a Senior Buyer in Menswear and at Blacks Leisure and Fat Face as the Head of Buying for Clothing. His research interests centre on the role that fashion plays in the social hierarchy of football and rugby club supporters, and the impact this has on clubs managing their ‘own-label’ branded merchandise.

Rob Lakin is the Creative Director for the Fashion Business School, and started his career designing fashion menswear, womenswear and childrenswear, working for a number of brands within Coats Viyella plc and the Sears Group plc. He has extensive experience of Far East product development, manufacturing, sourcing, and CMT operations. From 2008 to 2013 Rob headed up London College of Fashion’s Flexible Programme: a unique specialist portfolio of part time undergraduate courses representing Fashion Business, Fashion Media, and Fashion Design. He has been responsible for enhancing the student experience through the development of a creative curriculum, with a variety of live industry collaborative projects including CoolBrands, Brands Incorporated, and Amnesty International. Rob continues to make a major contribution to the creative identity of the School through the design and development of new courses aimed at international students allowing them to successfully prepare for an exciting academic undergraduate career at London College of Fashion.

Craig Crawford is Founder of CrawfordIT, a London based consultancy that drives momentum and growth through digital innovation for brands such as Hugo Boss, Jaeger, matchesfashion.com, Diane von Furstenberg, MaxMara, and Tory Burch.  Prior to this, Craig Crawford was Burberry’s VP in IT Strategy, Architecture and Relationships for seven years. As a creative with nearly 30 years’ experience in global fashion brands, Craig is often referred to as “the right brain of IT.” Craig is also Chairman of Product Innovation Apparel, where he connects global industry leaders and technology innovators. He advises fashion tech start-ups in both the UK and US. His articles, videos, and webcasts appear on both sides of the Atlantic. As an Adviser for London College of Fashion, Craig brings industry relevance to the classroom.

Johnny Martin FCA is Entrepreneur in Residence at London College of Fashion. He is professionally, The Numbers Coach – an experienced director who now passionately explains business numbers and jargon to help young businesses find their business model. He is a British Library Business & IP Centre partner and runs regular workshops, as well as being a mentor for the Royal College of Art Innovation Unit.

How to apply

Opportunities for all

We are committed to making university education an achievable option for a wider range of people and seek to recruit students from diverse socio-economic, cultural and educational backgrounds. We are committed to supporting all our students in achieving their potential both during and after their courses.

Applications for 2018/19 entry for this course are now closed. Applications for 2019/20 entry will open in Autumn 2018.

This section includes information on how to apply, course entry requirements, selection criteria, information about interviews and portfolio advice.

You must apply through Universities and Colleges Admissions Service (UCAS), where you’ll need the following information:

  • University code: U65
  • UCAS code: 9K55

Go to ‘Apply’ from the UCAS home page, where you will be able to register and create a password that gives you unique access as you complete your application form.

Contact us on:

Telephone: +44 (0)20 7514 7344

Or you can use this register your interest form

Please note that the equal consideration deadline is 15 January.

For full details on the application process, visit the Undergraduate application page.

Applications for 2018/19 entry for this course are now closed. Applications for 2019/20 entry will open in Autumn 2018.

This section includes information on how to apply, course entry requirements, selection criteria, information about interviews and portfolio advice.

International applicants may apply through the following routes:

Further information on applying via UCAS is provided on the Applying through UCAS page.

If applying through UCAS, you will need the following information:

  • University code: U65
  • UCAS code: 9K55

For full details on the application process, visit the Undergraduate application page.

We continue to accept applications throughout the year, but please note that the equal consideration deadline is 15 January.

For full details on the application process, visit the Undergraduate application page or contact the UAL admissions team who can answer any specific questions that you may have regarding LCF's courses tailored for international students. This can include guidance for your portfolio, advice on the application process and fee advice. We offer a ‘drop-in’ facility for applicants who may be in London and wish to obtain further course and admissions information.


Entry requirements

Entry to this course is highly competitive: applicants are expected to achieve, or already have, the course entry requirements detailed below.

The standard minimum entry requirements for this course are:

  • A Level Passes at Grade C or above 112 new UCAS tariff points (equivalent to 280 old UCAS tariff points); preferred subjects include, Business Studies, Economics, Fashion Studies, Information Technology, English, Languages, Media Studies and Psychology;
  • or Distinction Foundation Diploma in Art and Design;
  • or DMM in BTEC Extended Diploma;
  • or Merit at UAL Extended Diploma;
  • or Access Diploma or ’112 tariff points from the Access to HE Diploma;
  • or 112 new UCAS tariff points (equivalent to 280 old UCAS tariff points) from a combination of the above qualifications or an equivalent full Level 3 qualification;
  • or equivalent EU or non-EU qualifications;
  • and Six GCSE passes at grade A-C or above to include a C in Maths.

Exceptionally, applicants who do not meet these course entry requirements may still be considered if the course team judges the application demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by: related academic or work experience; the quality of the personal statement; a strong academic or other professional reference; or a combination of these factors.

Applicants are expected to show evidence of work experience or placement.

English language requirements

All classes are conducted in English. If English is not your first language you will be asked to provide evidence of your English language ability when you enrol.

The level required by the University for this course is IELTS 6.5 with a minimum of 5.5 in each skill.

Please visit the UAL Language Requirements page. Read carefully and look at the relevant documents.

Student selection criteria

What we look for

The course team seeks to recruit students who can demonstrate:

  • A strong interest in fashion marketing theory and practice
  • Analytical problem solving skills, and the potential to develop professional, communication and business skills necessary for future industry challenges
  • Curiosity about fashion consumers’ needs and how they want to buy fashion products and services across a range of markets
  • Fashion industry experience
  • Motivation to succeed on the course and work in the fashion industry

This might, for example, be demonstrated by: related academic or work experience; the quality of the personal statement, a strong academic or other professional reference; or a combination of these factors.

Applicants could consider these questions when writing their Personal Statement:

  • Why do you want to study BA Fashion Marketing at London College of Fashion.
  • Which units are you particularly interested in studying, and why.
  • How do you plan to use your studies in your future career.
  • What do you think are the key skills and attributes a fashion marketing professional needs.
  • How do these match your personal skillset.

UAL Language Development

We offer English Language Development for Overseas students. See how we can help you with your studies.

Learn More

What happens next

All application forms, personal statements and references are read and considered by the course team against the selection criteria listed in the Entry requirements and What we look for sections.

International applicants will undertake an interview (in person or by telephone) and the outcome will be communicated to you.

If you applied through UCAS the result of your application will be communicated to you via UCAS through ucastrack. You will only receive further communication directly from the College if your application has been successful. This will be in the form of a full offer pack including details of accommodation, fees, and other important information.

Deferred entry

Deferred entry is normally only allowed in exceptional circumstances. Please contact us before you submit your application if you are considering applying for deferred entry.

Interview week

Applicants on some courses may be invited to attend an Interview. Further details will be sent to you with your interview letter, confirming location and date. International applicants should contact the Admission Office by emailing  about portfolio requirements (if applicable), interview times and dates.

Potential changes to course structure

Please note: the information outlined is an indicative structure of the course. Whilst we will aim to deliver the course as described on this page, there may be situations where it is desirable or necessary for the University to make changes in course provision, for example because of regulatory requirements or operational efficiencies, before or after enrolment. If this occurs, we will communicate all major changes to all applicants and students who have either applied or enrolled on the course. Please note that due to staff research agreements or availability, not all of the optional modules listed may be available every year. In addition, the provision of course options which depend upon the availability of specialist teaching, or on a placement at another institution, cannot be guaranteed. Please check this element of the course with the course team before making a decision to apply.

Webpage updates

We will update this webpage from time to time with new information as it becomes available. In the meantime, if you have any questions, please use the register your interest form above.

Fees & Funding

Home / EU fee

£9,250

This applies for the 2018/19 academic year.

Tuition fees for undergraduate degree courses have been set at £9,250 per year for full-time study. This applies from the 2017/18 academic year, subject to changes in the law. Tuition fees may increase in future years for new and continuing students, in line with an inflationary amount determined by government. Please visit our Undergraduate tuition fees page for more information.

International fee

£19,350

This applies for the 2018/19 academic year.

Additional costs

In addition to tuition fees you are very likely to incur additional costs such as travel expenses and the cost of materials. Please read the information on our additional costs page.

Accommodation

Find out about the accommodation options available and how much they will cost.

Scholarships and awards

There are a number of scholarships and awards available to students on this course. Use our search tool to find out more information.

Fees and funding calculator

Find out how much your studies may cost and what financial help may be available.

Use the calculator

Scholarship search

Study level Any Undergraduate Postgraduate Short Course

Tuition fee status Any tuition fee status Home / EU International

UAL Colleges All UAL Colleges Camberwell College of Arts Central Saint Martins Chelsea College of Arts London College of Communication London College of Fashion Wimbledon College of Arts

Subject area All subject areas 3D design and product design Accessories, footwear and jewellery Animation, interactive, film and sound Architecture and spatial design Business & management, and science Communication and graphic design Curation and culture Fashion design Fine art Illustration Journalism, PR, media and publishing Photography Textiles and materials Theatre, screen and performance design

Careers and alumni

All of our undergraduate courses offer career development, so that you become a creative thinker, making effective contributions to your relevant sector of the fashion industry.

LCF offers students the opportunity to develop Personal and Professional Development (PPD) skills while studying through:

  • An on-course work experience or placement year. Please note, this is not available on every course; please see the Course Details section for information about work placement opportunities.
  • Access to to speaker programmes and events featuring alumni and industry.
  • Access to careers activities, such as CV clinics and one-to-one advice sessions.
  • Access to a graduate careers service
  • Access to a live jobsboard for all years.
  • Advice on setting up your own brand or company.

Graduates who wish to continue their education at postgraduate level can progress to suitable courses within the College, the University or elsewhere.

LCF Careers

LCF Careers provides a comprehensive career management service supporting our students to become informed and self-reliant individuals able to plan and manage their own careers.

LCF Alumni

Many of our alumni are now impressive, leading, industry figures. Find out about them and what the benefits of being an LCF alumni are.

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