FASHION MARKETING WITHOUT BOUNDARIES
INTRODUCTION
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 knowledge and understanding of contemporary marketing approaches and practices. Digital and mobile marketing will be explored in a global context and related to the broader concepts of customer acquisition and relationship marketing.
ASSESSMENT AND PROJECT BRIEF
Element 1: A case study based report - Digital Media analysis (2500 words)
Individually you will work as a digital marketing consultant and compile a digital marketing audit of a major fashion brand that has an established digital footprint locally and globally.
Part 1: You will research and analyse the company's current digital media presence and provide a report to evaluate two of their previous or current digital campaigns. Using your analytical skills, consider marketing concepts to identify and evaluate your company's overall digital marketing strategy with emphasis on their reach across different markets. Identify an area of best practice based on the scope of the brand's digital marketing approach. Your research should include a consumer analysis and examination of two social media platforms.
Part 2: Create a story board and a 50 second fashion film or Instagram/Snapchat story to visually interpret your brand's digital story. See Moodle for details on instructions for the video submission format.
Major Fashion Companies
Adidas
Burberry
Chanel
Club 21
Diesel
Dolce & Gabbana
Dunhill
Earnest sewn
Edwin Japan
Forever 21
H&M
Harvey Nichols
Henri Bendel
Hermes
House of Holland
Jonathan Saunders
Levi's
MAC
Mary Katrantzou
Muji
Nike
Nordstrom
Offwhite
Olivia Bonas
Paul Smith
Powerland
Prada
Primark
PVH
Ralph Lauren
Roksanda
Smashbox
Theory
Tory Burch
Tiffany
Top Shop
Uniqlo
Vans
Victoria's Secret
Zara
Zuvaa
All the selected companies are within the fashion industry, with different business structures; for example ‘Business to Business' (B2B), ‘Business to Consumer' (B2C) or ‘Business to Everyone' (B2M).
Recommended format:
- Executive summary
- Brand analysis: Structured and specific analysis using relevant marketing concepts
- Consumer research and profile summary
- Digital and social media analysis
- List of references
- Bibliography
- Digital brand story - please provide a digital screen shot and link to your video
To be fully in text referenced in Harvard style. Where appropriate you may use images of your brand research within the text. Images must be referenced.
Element 2 - Reflective Learning Portfolio (1000 words)
This project gives you the opportunity to develop both measurable skills (e.g. creative or technical capability, presentation of self and work, realisation of projects or goals) as well as more intangible attributes (such as confidence, sense of personal direction, understanding of values and own motivations).
You will launch a professional LinkedIn page that will serve as a professional public facing platform for this term. Creating your own online presence in a public facing professional platform, you will write a minimum of four (4) illustrated articles that show reflection on your own learning and self- development. Your articles will give evidence of your engagement with the PPD principles, by recording and commenting on your learning and development as a fashion professional during this project (see Scheme of Work for more details). With the principles of PPD identify strengths and weaknesses, reflecting on your activities and achievements and planning the next steps in each of the four domains of your student experience: academic, work related, personal, and social. Consider how you might build on this experience for your academic and professional development in the fashion industry.
In addition, you are to curate your own online presence and develop digital skills with weekly posts. This is a creative process and as such you are encouraged to include multi-media and be entertaining, engaging and informative.
To demonstrate your facility with user-generated content you will comment on classmates' posts and respond to comments you receive on yours.