COURSE CURRICULUM

The Fashion Business and Marketing course is structured to provide a progressive learning experience across three years, combining creative thinking with commercial acumen. In the first year, the focus is on establishing foundational knowledge of the fashion consumer, marketplace dynamics, and core business principles. Students explore marketing theories such as segmentation and positioning, while gaining skills in CAD and digital design to enhance brand communication. Introduction to fashion roles, merchandising, and e-commerce provides a real-world understanding of industry operations. Modules like Fashion Lifecycle and Sustainable Futures introduce concepts such as range planning, sustainable sourcing, and the United Nations Sustainable Development Goals (SDGs), while fostering critical awareness and digital proficiency through platforms like Adobe Creative Suite. In the second year, students move toward application and analysis, with a deeper look at consumer behavior, customer journey mapping, and the ethics of accessibility and inclusivity. They engage with advanced topics such as circular economy models, corporate social responsibility, and emerging digital trends including AI, AR, and the metaverse. Through hands-on projects, students develop marketing campaigns, explore brand storytelling, and reflect responsible design practices using sustainable branding strategies. The Discovery Lab supports creative experimentation in UI and UX to further enhance customer experience. The final year consolidates prior learning with a strategic and innovative outlook. In Strategic Fashion Marketing, students critically examine global retail trends and propose transformative strategies to reposition fashion brands. This includes creating marketing plans, retail concepts, and product innovations aligned with sustainability goals. In Creative Brand Direction, students respond to industry briefs and study brand DNA to rebrand or develop brand extensions, considering emotional connections, macro trends, and sensory branding. The year-long research project offers a chance to specialize in an area such as buying, merchandising, or digital fashion business, producing original academic or practical work under guidance. This final year ensures students graduate with the creative, strategic, and ethical mindset needed to thrive in the evolving global fashion landscape.