International Fashion Brand Management: Fashion Visual Merchandising MA

(20 credits) On this module you will develop the academic and research skills/tools, and learn the latest research methodologies and strategies, used in creative industries’ research, to underpin the creation and critical reflection expected in all other course modules.

(20 credits) This module incorporates the latest thinking and developments from both academia and the fashion industry, and provides you with an interconnected understanding of fashion branding and business strategies by combining a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term fashion brand management decisions and thus improving the long-term profitability of specific fashion brand strategies. 

The module uses a "how-to" and "why" approach throughout, and enables you to take a strategic approach to branding at a product/service level so that it is consistent with the corporate brand and impacts reputation positively. It provides you with specific tactical guidelines for establishing and positioning fashion brand strategy, and also managing the brand so it continues to deliver the brand promise.

(40 credits). The objective of this module is to create fashion retail experiences that balance brand values and identity with the location, retail space, and windows of your assigned store/showroom, and execution feasibility. You understand that the role of visual merchandisers combines the research of fashion trends with architecture and product design practice. You learn to shape a physical and/or online space that conveys the brand DNA while promoting the commercial success of its products.

This pathway puts emphasis on digital developments and sustainable strategies for fashion visual merchandising. You are first introduced to a rigorous appraisal methodology to analyse fashion brand retail and visual communication strategy to identify existing gaps and new opportunities. Then you develop concrete in-store design and display projects that take into serious consideration issues related to materials, colours, styling, lighting, within a set budget. You work on projects that can involve the retail make-over, original in-store layouts, window concepts, displays, and/or visual merchandising ideas. The module culminates in a live-industry project where you develop skills for styling and working in creative teams for customer-centric locations.

(40 credits) In this module, you will begin by getting acquainted with the common specialism and academic jargon, following exposure to and discussion of current social, economic, political, environmental, technological, cultural, and artistic issues and contexts that have been or are influencing the fashion industry. 

You will gain professional creative and technical skills that anchor industry through seminars and practical workshops, while exploring the working life of a professional, the fashion industry narratives, and historical approaches to the field. Visits to companies/exhibitions/events, guest speakers take place within the context of this module.

(60 credits) The Master’s Project or Dissertation module will provide you with the opportunity to develop a personally relevant topic and will translate the research ideas and concepts you have developed throughout the whole MA course. 

You will achieve a resolution to your Project/Dissertation Proposals and the key research questions by demonstrating evidence of advanced conceptual and theoretical capability over an extended period of self-directed study.

As the course progresses, you will be introduced to combined and alternative approaches in your field of interest. At the end of the Define stage, you will present and submit your Master’s Project proposal.