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2021/22 Undergraduate Module Catalogue

DESN1658 Fashion Brand Analysis

10 creditsClass Size: 60

Module manager: Joanna Blanco-Velo

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2021/22

Module replaces

DESN 1654: Fashion Industry Analysis

This module is not approved as a discovery module


This module intends to develop an appreciation of the role of trend analysis, market analysis and brand profiling in the successful development of a fashion business.

Learning outcomes
On completion of this module, students will have provided evidence of being able to:
- evaluate qualitative and quantitative data relevant to building a brand strategy in the fashion industry;
- appreciate and interpret the role and meaning of different inputs in positioning a fashion business.


This module introduces students, through lectures, practical activities and guided groupwork, to sources of information necessary to distil a fashion brand strategy which would help a small business to survive and make a difference in the current landscape.

Case studies of different fashion enterprises will explore the implications of different, sometimes incompatible, positionings.

The role of market and trend analysis in building a strong brand will be explored.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Group learning42.008.00
Private study hours78.00
Total Contact hours22.00
Total hours (100hr per 10 credits)100.00

Private study

Private study time is spent in:
- Reading for seminars (group learning activities) and lectures (22 hours)
- Maintenance of an independent research journal (30 hours)
- Writing up their findings in an appropriate assignment format (26 hours)

Opportunities for Formative Feedback

- Student attendance will be monitored at lectures and group learning activities. Non-attendance will be followed up.
- VLE tracking tools will monitor student completion of the learning tasks. Students will be expected to reflect on these activities in their reflective journal.
- Students will be expected to keep their research journals up to date. At key points, students will be expected to present their progress on assignments.

Methods of assessment

Assessment typeNotes% of formal assessment
Group Project3,000 words70.00
Reflective log1,200 words30.00
Total percentage (Assessment Coursework)100.00

The resit will be in the form of a single, individual project report (2750-3250 words) which assesses all of the module learning outcomes. If, due to unforeseen circumstances, a student is unable to participate in group work, they will be assessed through an individual assignment that fulfils the assessment objectives.

Reading list

The reading list is available from the Library website

Last updated: 25/02/2022


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