Fashion Marketing - BSc (Hons)

University of Manchester

This course has a strong focus on the unique way in which fashion products are marketed. Key marketing theory is studied with specialist emphasis on the interface between design, creativity and the commercial imperative. Fashion marketing theory is about understanding and satisfying consumer needs. On this course, students develop an understanding of the fashion consumer, consumer behaviour, segmentation, targeting and positioning. Internal and external influences on individual and organisational decision making are also considered.Fashion marketing considers the fashion product, the nature of pricing (with costing and global economics in mind), the way the product is branded, communicated and promoted to consumers and the environment in which it is sold. Students also consider the global nature of the fashion industry and its impact on marketing. A key feature of fashion marketing in this course is the opportunity to study multimedia Computer Aided Design packages in the context of brand concept, communication and application. The concepts of marketing most relevant to fashion, for example visual merchandising, public relations, social media and multi channel marketing are given particular emphasis in the course.

Department of Materials