Brief

Fashion Management & Marketing 

Brief:

You will develop an understanding of how
to apply these skills and methodologies to
a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positining, whilst advising on what they could improve on, or change in order to re-establish the brand.
You will choose from one of the following brands to base your marketing report on;
1. Topshop/Topman
2. Ben Sherman
3. Umbro
4. Victoria’s Secret
5. Abercrombie & Fitch 6. Dolce and Gabanna
Using this brand, you will use primary and secondary research, to develop a strategic Brand Marketing Report. Your report must be informed by your market research and should be relevant, insightful and considered, with a comprehensive evaluation of the brands current

market condition including any external factors affecting success, competitor analysis and a number of other key considerations.
A key part of your brand report will be to produce a creativenstrategy proposal with a series of recommendations, of which will naturally derive from your brand research.
These recommendations could be based
on advising your brand to connect with a new segment, launching brand extensions,
a change of ethics, or even developing new products, or introducing or relaunching social media platforms/influencer campaigns, for example.

It must include references and sources acknowledged using APA referencing.

Context:

"Fashion marketing is concerned with understanding the complex needs and wants of fashion consumers, whilst orienting both strategic and operational business activities
to satisfy those demands. Fashion marketing’s particular complexity as a business philosophy arises from the diversity of fashion-related nuances, coupled with the fast-moving pace of fashion product life-cycles, all of which shape consumer needs.
The fashion industry has experienced dramatic shifts in the last decade, from globalisation
to the evolution of technology and social media, which have all democratised the media landscape and changed the way customers consume and engage with brands, products and both digital and printed media. Therefore, you must have a strong understanding of
the marketplace in order to drive, reach and stimulate both awareness and demand
for fashion.

In recent years, the high street has struggled to keep up with sales from online retailers, and have began to re-market and re-strategise to instigate re-growth.
You will critically explore contemporary fashion companies, their products, consumers, and how they operate within the wider marketplace. You will study marketing frameworks such as SWOT and PEST analysis’, and the Marketing Mix (4 P’s: Product, Price, Place & Promotion) alongside other areas of fashion management and marketing."

Module aims:

This module will introduce you to the principles of fashion marketing, management and the changing fashion business environment to develop your understanding of market research skills. This will allow you to develop research methods such as qualitative and quantitative data collection and analysis, that is required
for strategic planning in the area of fashion management, as well as key reporting and presentation skills.

Learning outcomes:

Apply introductory management and marketing research skills and methodologies in response to set exercises and projects.
Demonstrate an understanding of the basic principles of the marketing mix and explain its application in the management of fashion.
Discuss a range of contemporary fashion management and marketing issues and demonstrate your ability to select, identify, selects analyse and evaluate research material from a variety of printed and electronic sources.
Communicate ideas in appropriate written and oral formats.

Initial Ideas:

I would like to start off my research for the brand Dolce & Gabbana, I plan to research recent controversies, brand position, marketing strategies, primary and secondary research. I have chosen to initially look at Dolce and Gabbana as it Is a personal favourite brand of mine, I have also noticed a lot of controversies in the news lately and would like to research into these and find out what issues the brand is struggling with. 
I would also be interested in Topshop as it is a brand I regularly shop at and also feel interested in researching the current brand position and marketing strategies as I feel as though I am included In the consumer demographic.