International Fashion Branding and Design

This course is aimed at fashion design and marketing students who wish to explore design, consumer behaviour and brand development in a UK and international context. It will provide a link between the creative process of fashion design and an understanding of the fashion industry today.

You will work on a project researching, designing, and creating a new brand identity for a collection of your own fashion garments, accessories, or products.

You will be introduced to fashion design in the UK, looking at British designers such as Paul Smith, Vivienne Westwood, and Alexander McQueen, and undertake fashion market research, looking at the different tools available to designers when identifying trends.

You will:

• Work on your own fashion collection – garments, accessories of products – responding to your brand research.
• Learn how British fashion brands have created a distinct voice in both the UK and international markets.
• Undertake fashion market research.
• Learn to understand the customer and how to create a consumer profile.
• Explore drawing and illustration techniques to create unique visuals of your collection.

After this course, you should be able to:

• Identify the principles of marketing and branding theory.
• Identify and discuss the diverse global trends that influence consumer and brand positioning.
• Demonstrate your ability to communicate well with others within the context of your work.
• Illustrate your use of a range of established research skills to gather information and evidence.

Teaching methods: lectures, seminars, practical sessions in the studio, and off-campus visits.

Assessment: a brand report and a collection of fashion garments or products.

This course is ideal for university-level students who will have completed the first year of a course related to fashion design or fashion marketing, communication, or promotion. You should also have the required English language skills.