FA5008 - Consumer Trend Research

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What will I learn on this module?

In this module you will explore how current and future consumer trends shape new fashion and lifestyle concepts. Looking at cultural and sociological trends, brand experience theory and practice, you will gain an understanding of the shifting fashion and lifestyle landscapes, working to identify possible future scenarios and propose creative solutions.

You will independently gather and evaluate primary and secondary research to help you further understand audiences and markets and inform strategy and direction. Students work in groups and individually, using creative thought processes and enquiry-based learning to initiate and develop dynamic written assignments and visual trend reports that answer an identified need. Live project briefs and/or the opportunity to take part in national competitions allow you to work with industry partners such as LS:N Global, Household Customer Experience Design and Trend Bible to develop your professional skills and understanding.

Students will gain experience in the translation of research into a creative Trend Portfolio that is visually communicated through appropriate digital or experimental media. You will continue to develop your visual, verbal and written communication skills through project submissions appropriate to a professional Fashion Communication context.

How will I learn on this module?

Learning and teaching strategies on Fashion Communication encourage you to acquire a flexible and imaginative approach to problem solving through enquiry-based learning. You will become an active participant in your learning, integrating design practice with academic and intellectual skills.

The studio environment is integral to this process, encouraging individual intellectual freedom and a creative collaborative community. Hands-on participation and the exploration of theories, concepts and processes enable you to display evidence of creative thinking through the exploration and communication of strategies with a purposeful outcome. This type of experiential activity engages you in self-initiated research, encouraging independent judgement and critical self-awareness.

Cultural, critical, and communication studies provide a social and theoretical context to the subject discipline, developing your knowledge and insight into your own personal practice within a social, moral, ethical and commercial setting. A framework of industry facing collaborative projects/work experience and study abroad provides you with the opportunity to hone specialist skills, professional qualities, enterprise and entrepreneurial capabilities through real-life scenarios. Staff and technicians with years of practical experience and supporting research will guide you through the module, developing your understanding of industry standard practice.
You are encouraged to advance your visual literacy and to be aware of current issues and debates. Working in groups, you learn to be flexible and collaborative, to identify and redefine problems in a creative way and focus on solutions that are both relevant and empathetic.

Traditional, new and emerging technologies are used both in the delivery and realisation of outcomes, and you will learn to present your work and ideas, using a range of media and communication tools to a variety of audiences in different situations. Students will use dedicated Mac Labs and studio based iMacs to create digital portfolios and presentations; use of the photography studio and faculty film cameras will be encouraged for image-based/multimedia submissions; video tutorials and digital reading / research materials are available through the module site to support learning and understanding.

How will I be supported academically on this module?

• Lecturers and technicians with years of practical experience and supporting research will guide you through the module, developing your understanding of industry standard practice.
• Studio tutorials with module tutors provide advice on the direction of your work and whether you are meeting Module Learning Outcomes. These normally take place during timetabled sessions, and will help you to progress your ideas.
• Project briefs are normally introduced via a briefing session, where the brief is fully explained and explored by both staff and students
• Live projects with industry and regional, national and international external partners extend the practical study of the subject area within an industrial context. They are also designed to support student confidence in their ability to handle professional practice within the creative industries
• Students experience a range of teaching, learning and assessment methods and course work is largely project based
• Modules are delivered through a combination of lecture supported group tutorials and studio activity, practical demonstrations, studio teaching, guided and independent learning. Practical skills are delivered through workshop activities
• Additional study skills materials and workshops are available through Skills Plus at http://nuweb2.northumbria.ac.uk/library/skillsplus/topics.html?l3-0.
• Students are expected to maintain a project plan and are encouraged to take responsibility for their own learning
• English language support is provided for international students
• University student services offer specialist support e.g. financial, disability, mental health, international student support etc.
• eLP includes all relevant documentation e.g. module guides, lecture material, reading lists together with discussion boards and notices
• Visiting professionals support relevant and current practice

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
1. Demonstrate an enhanced autonomy through your ability to independently source and engage with a broad range of research materials

2. Understand the relationship between creative and commercial requirements through the creation of concepts for an identified market

Intellectual / Professional skills & abilities:
3. Display evidence of critical thinking by conceiving, progressing, evaluating and communicating potential creative solutions to future scenarios through the development of experiential or communication concepts

4. Apply a creative and exploratory approach to a fashion communication problem and demonstrate through research and reports

Personal Values Attributes
5. Operate effectively within group or team; apply decision-making and negotiation skills to produce successful collaborative projects

6. Show ability to effectively communicate through one or more of the following means; written, visual, oral, aural

How will I be assessed?

Formative feedback received from tutors and peers during studio and workshop engagement.

Formal formative feedback:
Formal formative tutorials will provides feedback and informally record academic progress.

There will be 3 formal formative assessment points where you will be given verbal feedback and a letter grade to indicate the level at which you are currently achieving the MLOs. This provides you with the opportunity to apply the feedback to your existing work and improve your competencies before your final summative assessment.

These 3 points are;

• Group presentation of Consumer Trend research – KU1, IPSA 4, PVA5 (Week 5)

• Formative Research and Development Tutorial KU1, IPSA 3&4, PVA6 (Week 7)

• 500 word reflective evaluation on the group and individual process KU2, IPSA3, PVA5 (Week 6)

Summative assessment
By collecting a variety of evidence/outputs from the learner via multiple dimensions (coursework, observations, presentations, etc.) Tutors will assess the learner’s overall performance holistically with a (single grade/ single grade in multiple components)

• 2000 Word written assignment on Brand Experience and Consumer Trends (KU1, IPSA 4, PVA6) (Week 10)

• TREND PORTFOLIO, including summary of research and development, Final Trend Report, in a professional format (KU1&2, IPSA3, PVA6) (Week 12)


Other
Additional forms of assessment practice may take place within projects in the form of peer assessment/ self-assessment which may contribute to the overall module outcome.

Pre-requisite(s)

None

Co-requisite(s)

None

Module abstract

In this module you will explore how current and future trends inform and develop new fashion and lifestyle concepts. Looking at cultural and sociological trends, brand experience theory and practice, you will gain an understanding of the shifting fashion and lifestyle landscapes, working to identify possible future scenarios and propose creative solutions to identified issues.

Working on live industry briefs will help you develop an understanding of professional fashion and communication practice for different audiences. You will be encouraged to develop your critical thinking and personal research-based enquiry, using a range of digital and visual media to produce innovative and experimental trend reports and concepts.

Students learn through creative enquiry, working in groups in a studio environment to research and develop their ideas. You will be encouraged to conduct contextual research into other disciplines outside fashion such as fine art, film, photography, literature and music. Visiting lectures and field study trips are introduced where appropriate, giving students the opportunity to gain inspiration from current practice and industry insight. This module develops understanding of professional practice in Trend Forecasting, Experience Design, Digital Media, Fashion Promotion.

Course info

UCAS Code WP29

Credits 40

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 years with a placement (sandwich)/study abroad

Department Northumbria School of Design

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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