2022/23 Undergraduate Module Catalogue

DESN1659 Fashion Branding: Theory & Practice

20 creditsClass Size: 60

Module manager: Dr Alice Dallabona
Email: a.dallabona@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2022/23

Module replaces

DESN1658

This module is not approved as a discovery module

Module summary

Through lectures, practical activities and guided groupwork, this module introduces students to theoretical frameworks which will enable the critical evaluation of fashion brand strategy. Through case study analysis of fashion brands, students will examine the concepts of brand positioning, brand identity and brand image as factors that can both positively and negatively affect brand reputation and brand equity.

Objectives

Study of this module will develop an appreciation of the function and complexities of branding in the success of fashion business.

Learning outcomes
1. examine the visual and textual devices used in the development and communication of fashion brand identity and the development of brand image
2.critically evaluate fashion brand practice using a range of theoretical perspectives
3.demonstrate understanding of the value of fashion brands and factors that both contribute to and undermine brand equity
4. critically evaluate the dynamics of groups versus teams and reflect upon individual contributions to the practice of group-work

Skills outcomes
*Case study research
*Evaluation of fashion brand practice
*Use of theory to examine fashion brand practice
*Report writing
*Reflective writing

Syllabus

Indicative content may include:
*Brand purpose
*Brand values
*Brand identity
*Brand personality
*Brand image
*Brand equity
*Consumer engagement
*Case study research
*Semiotic analysis
Group working -v- team working

Teaching methods

Delivery type	Number	Length hours	Student hours
On-line Learning	4	2.00	8.00
Lectures	7	1.00	7.00
Seminars	7	1.00	7.00
Tutorials	2	0.50	1.00
Practicals	4	2.00	8.00
Private study hours			169.00
Total Contact hours			31.00
Total hours (100hr per 10 credits)			200.00

Private study

*Research & Reading (50 hours)
*Assignment research and preparation (50hours)
*Team meetings, planning and organisation (45hours)
*Reflection and critical appraisal (24)

Opportunities for Formative Feedback

Student progress and engagement will be monitored throughout the duration of the module via attendance & participation in lectures, practical sessions and online group activities. Monitoring will take place through formal formative assessment points as follows: Tutor/peer discussions in seminar sessions. Group feedback during practical workshops Assignment plan group tutorials

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Group Project	3,000-3,500 words	70.00
Reflective log	1,000-1,500 words	30.00
Total percentage (Assessment Coursework)		100.00

In the development of group work, individual contributions to assessment will be reviewed via an ongoing process of formative review This will be facilitated via the groups online channel in teams(8 hours group learning via Teams).The School of Design group work policy will frame and guide fairness in assessment. If a student is unable to contribute to the final group assessment, an individual re-sit assignment will be devised to ensure fulfilment of learning outcomes1,2 & 3

Reading list

The reading list is available from the Library website

Last updated: 12/09/2022

Disclaimer

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