FA5022 - Consumer Behaviour and Fashion Trends

What will I learn on this module?

You will develop a critical understanding of the key social, political, theoretical and practical work-based considerations relating to contemporary fashion design and the broader fashion industry to support your development as a responsible creative in a challenging professional environment.

You will gain important tools to join the fashion or broader creative industry with a clear vision of the processes involved in undertaking a student internship or study abroad. Lectures and seminars in consumer behaviour and the fashion industry will enhance your cultural awareness in relation to fashion design and marketing and related critical theory.

How will I learn on this module?

You will be introduced to the module by research-active staff who share their own knowledge and experience to support you in the planning, search and organisation of evidence-based material for your research enquiries. In this module you will learn through engaging in broad research methodologies, analysing your work objectively against educational, professional and personal criteria and with support from staff, reflecting upon your work-in-progress. Adapting, editing and evaluation will also be part of the learning process.
This module will be delivered by specialist staff through lectures, seminar workshops, directed and independent learning. Lectures will introduce theories and concepts, supported by reading around professional practice, consumer and major trends in the contemporary fashion industry. Seminars will encourage active participation and dialogue around your own enquiry, as well as providing an opportunity to discuss and clarify learning and assessment.

How will I be supported academically on this module?

Module staff will guide and support you through the stages of writing both the report and the essay by means of; lectures, tutor-supported seminars, verbal and written formative and summative feedback. Module contact time provides the opportunity for you to receive on-going tutor and peer feedback, and to clarify issues and discuss assessment criteria. Direction will also be given to students regarding Tutor Guided Independent Learning and Student Guided Independent Learning, where such activities may include; reading, reflection or research, used to provide deeper or broader knowledge of the subject.

Additional study skills materials and workshops are available through Skills Plus at: http://nuweb2.northumbria.ac.uk/library/skillsplus/topics.html?l3-0.

There is one formative assessment point for component b in the module to promote personal responsibility in managing your workload. This also provides you with the opportunity to apply feedback and improve your competencies before your final summative assessment.

Northumbria University student support also includes;
If you are an International student, you will receive extra support via weekly Academic Language Skills sessions through specialist English Language teaching.
Student Central provide specialist support with personal issues including; DSSR (Disabled Student Support Recommendations) statements; PECs (Personal Extenuating Circumstances) and LAs (Late Approved submission) processes. They will also be able to refer you to the correct service if they cannot help you directly.
The eLP (eLearning Portal) will include all relevant module documentation e.g. module guides, lecture material, video-captures and reading lists and any notices relevant to the running of the module.

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 a detailed understanding of the fashion working consumer behaviour approaches and principles and industry trends through a fashion related business report and an essay.
2. Demonstrate an enhanced autonomy through your ability to independently source and engage with a broad range of research materials.

Intellectual / Professional skills & abilities:
3. Demonstrate critical analysis in the selection and evaluation of research evidence or source material in order to understand the fashion working environment.
4. .Evidence your confident approach to writing style in relation to structure, content and quality of debate.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
5. Demonstrate a critical awareness of historical, cultural and contemporary issues through the investigation of ethics and sustainability in the fashion industry.

How will I be assessed?

MLOs will be used to assess your work. Your business report and fashion essay are each worth 50% to make a combined 100% of the module summative assessment, which addresses the module MLOs.

Feedback will be provided to you for both assessments in written form via the Turnitin submission system.





Module abstract

Within this module you will develop a critical understanding of the key social, political, theoretical and practical work-based considerations relating to contemporary fashion design and the broader fashion industry to support your development as a responsible creative in a challenging professional environment.
Lectures and seminars in Consumer Behaviour, Applied Marketing and Industry Trends within the Fashion Industry will enhance your cultural awareness in relation to fashion design and marketing and related critical theory.

You will learn a range of key behavioural concepts that will help you to understand the likely behaviour of consumers. Lectures are split into 2 themes; Consumer Behaviour and Applied Fashion Marketing and Fashion Trends. Seminars will support the writing of an analytical essay, based on the analysis of the trends identified in the module and a Business Report that analyses a chosen marketing approach based on consumer theory behaviour. In the report you will select a Fashion Company of your choice in order to critically analyse a marketing strategy and platform. In addition to your research of the chosen company you will draw on industry research and reports, secondary research and consumer behaviour theory.

Course info

UCAS Code W231

Credits 20

Level of Study Undergraduate

Mode of Study 4 years with placement

Department Northumbria School of Design

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing.

Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.


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