Fashion Entrepreneurship and Luxury Brand Management (Online)
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Fashion
Entrepreneurship
and Luxury Brand
Management
(Online)
All content © copyright UAL Study Abroad,
University of the Arts London 2020Syllabus:
• Unit Title: Fashion Entrepreneurship and Luxury Brand Management (Online)
• Credit Value: 3
• Contact Hours: 30
• Self-directed Study Hours: 30
• Tutor: Alison Lowe
Introduction:
Luxury brands may project the solidity and permanence of an impenetrable fortress, but this contrived deceit
masks the creative skill and business acumen of entrepreneurially spirited individuals carefully managing every
aspect of their fragile industry.
In this course you will gain an understanding of the principles and practices behind luxury
brand management including economic management, production and distribution channels of a
brand.
This unit is aimed at aspiring fashion entrepreneurs who dream of starting or managing a luxury fashion brand
and want an overview of the development, planning, marketing and management involved. Gaining a
comprehensive understanding of the current global luxury brand climate is key to this unit. You will research
trends, gain an understanding of Trend Forecasting and consider who is the luxury consumer.
Through a combination of lectures, discussions and workshops you will gain knowledge of the techniques
needed to develop, produce and market a luxury product. Topics covered will include sourcing strategy,
production process, target market customer profiling, financially driven marketing strategies and the broad
range of tools with which to present product from packaging to e-commerce.
All content © copyright UAL Study Abroad,
University of the Arts London 2020Learning Outcomes:
Upon successful completion of this course you will be able to:
• Demonstrate your ability to plan and implement a project of self-directed and systematic primary
and secondary research into the market (Enquiry)
• Analyse the steps taken in launching a new fashion label, connecting theory with practice
(Enquiry)
• Experiment with business ideas and concepts to create a unique brand proposition(Enquiry)
• Apply theoretical business models and tools to the development of a differentiated emerging
fashion label (Knowledge/Realisation)
• Present your business concept with clarity, sharing your reflections on your learning and
evaluating your business proposition (Communication/Realisation/Process)
Teaching and Learning Methods:
• Lectures and discussions
• Group work
• Guided creative projects you can complete from home or your local areas
• Individual tutorials
• Project work and Presentations
All content © copyright UAL Study Abroad,
University of the Arts London 2020Assignment Brief:
Start Your Own Label
Team Work
You will be part of an online mentoring support team, which means you will share ideas, good practise,
research and provide pastoral support to your peer start-up founders.
When mentoring, remember the following key areas:
• Listen actively and provide constructive feedback
• Build trust
• Encourage
• Identify goals each week to be achieved
• Inspire
• Share ideas, contacts, research
Each student will provide a reflective journal entry of their mentoring experience – 200-500
words
Individual Work
• You will develop a business plan based on your group work but you will include an executive
summary that is your personal, entrepreneurial assessment of the business needs of your
start-up label
• The business plan will include all personal investigations, research and analysis of the
fashion market
• The business plan is an individual, self-directed task and not a group activity. The plan to
include detail under all the headings of the business plan format
• Ensure that the work is supported by relevant visuals, is correctly referenced and includes a
full bibliography
Word count: 2,500 – 3,500 words
Format:
• Weekly presentations of no more than 5 minutes outlining your research, findings, ideas and
proposals for the start-up business.
• A written business plan with content and visual style worthy of the brand you are
researching. The plan to include information for all the business plan format headings
including range plan, product development, finance, marketing and sales. Minimum 2,500
maximum of 3,500 words – please include the word count on the first page
• Reflective Journal Entry – an reflective statement on the mentoring experience – 200-500
words
• Bibliography: Please include a bibliography (if applicable). JUST web links are not
acceptable. You are expected to do some reading, as well as source info online
• Images: All illustrations / images MUST have captions & source
All content © copyright UAL Study Abroad,
University of the Arts London 2020Note:
• Plagiarism - evidence of plagiarism will result in a fail grade for all parties concerned
• Remember when photocopying or taking notes from a book, write down the publication details
to enable you to include them in your bibliography
• Keep a photocopy of your work and back up disc. Your work is your responsibility and
you must safeguard it against loss
• Quality is important not quantity
• Do NOT use unreliable sources such as WIKIPEDIA. Any such references will not be
accepted
Research:
Throughout the module you should research trade and academic publications. You must conduct
primary and secondary research to inform your work.
Assessment Methods:
Assessment will be against the specified marking criteria.
The course is assessed holistically (100% of the course).
All content © copyright UAL Study Abroad,
University of the Arts London 2020Outline:
• Lecturer: Alison Lowe
• Location: Online
• Day: Wednesdays
• Time: 4.30 – 6.30
Materials and Equipment:
• Notebook & pen for note taking
Timetable:
From time to time alterations may be made to the scheme of work to take account of students’ progress
and unforeseen events or opportunities. If so, you will be informed in advance where possible, but check
Moodle daily. The scheme of work is intended only as an outline of topics to be covered and is not a
definitive list of what will be included in individual sessions.
Date/ Time Lecture Topics /Learning Activities Additional Information
Wednesday Introduction Lecture:
03.02.2021 • Introduction to the Module Decide on your proposed
• Introduction to the Tutor business concept, ready to
4.30 – 6.30pmGMT • The course Schedule present your first idea at the
• The assignment start of the next class
• The Changing World of Luxury
Fashion
Wednesday Presentation of Business Concept Prepare your presentation for
10.02.2021 the following week
Lecture:
4.30 – 6.30pmGMT • What is an entrepreneur and Reflect on your personal
what are their traits? strengths and weaknesses of
• Advantages / Disadvantages being an entrepreneur
of Being Your Own Boss
• Jack of all Trades, multi-
tasking in small fashion Have an online support
businesses – job functions session with your team mates
Tutorial Time
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
All content © copyright UAL Study Abroad,
University of the Arts London 2020Wednesday Presentation of Business Concept Prepare your presentation for
17.02.2021 the following week
Lecture:
4.30 – 6.30pmGMT • Business planning and business Create your business template
modelling documents
• Business model templates
Have an online support
Tutorial Time session with your team mates
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
Wednesday Presentation of Business Concept Prepare your presentation for
24.02.2021 the following week -
Lecture: The Business Structure
4.30 – 6.30pmGMT • Where to base your
business, the structure, Have an online support
supply chain and session with your team mates
environment
• Researching competitors and
stores you would like to be
stocked in
• Initial costings of your start up
Tutorial Time
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
Wednesday Presentation of Business Concept Prepare your presentation for
03.03.2021 the following week
Lecture: Your Product and Your
4.30 – 6.30pmGMT Signature Have an online support
• Trends session with your team mates
• Designing – signature
Tutorial Time
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
All content © copyright UAL Study Abroad,
University of the Arts London 2020Wednesday Presentation of Business Concept Prepare your presentation for
10.03.2021 the following week
Lecture: The Competitive
4.30 – 6.30pmGMT Environment Have an online support
• Identifying the Customer session with your team mates
Tutorial Time
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
Wednesday Presentation of Business Concept Prepare your presentation for
17.03.20.21 the following week
Lecture: Manufacturing – Sampling and
4.30 – 6.30pmGMT Production Have an online support
• Pricing session with your team mates
• Sourcing – fabrics and suppliers
• Sampling & Production
• Working with Manufacturers
Tutorial Time
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
Wednesday Presentation of Business Concept Prepare your presentation for
24.03.2021 the following week
Lecture:
4.30 – 6.30pmGMT • Your Product Have an online support
• Range Planning session with your team mates
• Legal – Intellectual Property
• Developing a Critical Path
Tutorial Time
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
Wednesday TBC Prepare your presentation for
31.03.2021 the following week
4.30 – 6.30pmGMT Have an online support
session with your team
mates
All content © copyright UAL Study Abroad,
University of the Arts London 2020Wednesday Presentation of Business Concept Prepare your presentation for
07.04.2021 the following week
Lecture – Selling Your Collection
4.30 – 6.30pmGMT • Wholesale/ retail/online Have an online support
• Pricing session with your team mates
Tutorial Time
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
Wednesday Presentation of Business Concept Prepare your presentation for
14.04.2021 the following week
Lecture:
4.30 – 6.30pmGMT • Marketing and PR Have an online support
session with your team mates
Tutorial Time
Group Exercises:
• There will be mini-exercises, tasks
and activities throughout the
session
Wednesday Presentation of Business Concept Prepare your presentation for
21.04.2021 the following week
Lecture: Creating an Online Presence
4.30 – 6.30pmGMT • Social selling and PR Have an online support
• Social Media session with your team mates
Tutorial Time
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
Wednesday Presentation of Business Concept Prepare your presentation for
28.04.2021 the following week
Lecture:
4.30 – 6.30pmGMT • Writing a financial plan Have an online support
• Cash flow management session with your team mates
Tutorial Time
Group Exercises:
• There will be mini-exercises,
tasks and activities throughout
the session
All content © copyright UAL Study Abroad,
University of the Arts London 2020Wednesday Presentation of Business Concept Prepare your presentation for
05.05.2021 the following week
Lecture – Financing a start-up brand
4.30 – 6.30pmGMT • Investment Have a final online support
• Crowd funding session with your team
mates
Wednesday Final Presentation of Business Final presentation
12.05.2021
Transferable skills – taking your Complete Business Plan and
4.30 – 6.30pmGMT learning into the fashion industry submit by 5 pm.
Tutorial Time
All content © copyright UAL Study Abroad,
University of the Arts London 2020Reading List: Essential: Lowe, Alison (2019) How to Start Your Own Fashion Label, The Definitive Guide Recommended: Gehlhar, Mary: (2005) Fashion Designers Survival Guide. Kaplan Business Posner, H. (2011) Marketing Fashion. London: Laurence King Jackson & Shaw: (2006) The Fashion Index Macmillan Wadell. Gavin: (2004) How Fashion Works: Couture, Ready to Wear and Mass Production. WileyBlackwell Burns, Leslie Davis: (April 1, 2002) The Business of Fashion, Designing, Manufacturing and Marketin. Fairchild Pubns; 2 edition Websites: www.businessoffashion.com www.voguebusiness.com www.fashionunited.uk www.fashionnetwork.com www.drapersonline.com Referencing: It is essential that you cite and reference just about any source and to avoid plagiarism. Use your own images and drawings wherever possible. UAL Academic Affairs advises that the Harvard Referencing Style on the Cite Them Right Online website is used for all taught courses. The site also allows you to create your own references by copying the layout illustrated; you can then email the example to yourself or cut and paste it into a document. On campus go to Cite Them Right and you will be automatically logged on. To login off campus go to Cite Them Right (off Campus) you will be asked to go via your home institution and then to log in with your University login and password. All content © copyright UAL Study Abroad, University of the Arts London 2020
Assessment Criteria:
Level 4
Enquiry F E D C B A
Engagement in practice informed by Little or no Insufficient Satisfactory Good evidence Very good Excellent
analysis and evaluation of relevant evidence evidence evidence evidence evidence
practices and ideas
Knowledge F E D C B A
Foundational practical, theoretical Little or no Insufficient Satisfactory Good evidence Very good Excellent
and/or technical knowledge of the evidence evidence evidence evidence evidence
subject
Process F E D C B A
Experiment and review methods Little or no Insufficient Satisfactory Good evidence Very good Excellent
and results evidence evidence evidence evidence evidence
Communication F E D C B A
Setting out intentions, contexts, Little or no Insufficient Satisfactory Good evidence Very good Excellent
sources and arguments evidence evidence evidence evidence evidence
appropriate to your audiences
Realisation F E D C B A
Recognition of options and Little or no Insufficient Satisfactory Good evidence Very good Excellent
choices related to production of evidence evidence evidence evidence evidence
outcomes
All content © copyright UAL Study Abroad,
University of the Arts London 2020You can also read
