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Course Outline

FSH201 Fashion Branding

Course Coordinator:Deborah Fisher (dfisher@usc.edu.au) School:School of Business and Creative Industries

2024Semester 2

UniSC Sunshine Coast

 Blended learning Most of your course is on campus but you may be able to do some components of this course online.

Online

 Online You can do this course without coming onto campus.

Please go to usc.edu.au for up to date information on the
teaching sessions and campuses where this course is usually offered.

What is this course about?

Description

Fashion Branding investigates consumer behaviour and brand development strategies with a focus on the luxury market. Marketing fashion to a unique and targeted customer requires a critical understanding of their buying habits, their lifestyle and a solid understanding of aspirational spending. Students are encouraged to become creative and critical thinkers as they identify niche opportunities and develop a marketing plan for a fashion item based on market research within an identified market sector. This course provides a solid understanding of marketing principles for fashion.

How will this course be delivered?

Activity Hours Beginning Week Frequency
Blended learning
Lecture – 1 hour online lecture content for 12 weeks (or equivalent). 1hr Week 1 12 times
Laboratory 1 – On campus laboratory for 12 weeks (or equivalent). 2hrs Week 1 12 times
Online
Lecture – 1 hour online content for 12 weeks (or equivalent). 1hr Week 1 12 times
Tutorial/Workshop 1 – Interactive zoom tutorial 2hrs Week 1 12 times

Course Topics

Course topics may include

  1. The meaning and value of brand communication      
  2. Fashion: Consumerism, sales and marketing  
  3. The role of consumer behaviour in fashion marketing           
  4. What is luxury and what does luxury look like?          
  5. Fashion Visuals            
  6. Digital Culture  
  7. Publicity and public relations  
  8. Aesthetic approaches to product presentation          
  9. Fashion event management    
  10. Visual merchandising   

What level is this course?

200 Level (Developing)

Building on and expanding the scope of introductory knowledge and skills, developing breadth or depth and applying knowledge and skills in a new context. May require pre-requisites where discipline specific introductory knowledge or skills is necessary. Normally, undertaken in the second or third full-time year of an undergraduate programs.

What is the unit value of this course?

12 units

How does this course contribute to my learning?

Course Learning Outcomes On successful completion of this course, you should be able to... Graduate Qualities Completing these tasks successfully will contribute to you becoming...
1 Synthesise principles of practice and fashion marketing theory and consumer behaviour to build a fashion brand. Empowered
2 Apply a variety of research methods to determine an effective strategy to identify, attract and maintain a targeted audience. Creative and critical thinker
3 Analyse and critically evaluate brand equity and brand identification in various brands from a range of market segments. Creative and critical thinker
4 Plan a communication strategy to build brand awareness, develop a unique identity and implement asset development and deployment within the brand. Knowledgeable
5 Demonstrate fundamental skills in value adding for luxury branding management through research, development and presentation of communication strategies. Knowledgeable
6 Critically evaluate contemporary approaches to visual identity and branding, including co-branding and co-creation, managing ethical and sustainability issues. Creative and critical thinker
Sustainability-focussed

Am I eligible to enrol in this course?

Refer to the UniSC Glossary of terms for definitions of “pre-requisites, co-requisites and anti-requisites”.

Pre-requisites

Not applicable

Co-requisites

Not applicable

Anti-requisites

Not applicable

Specific assumed prior knowledge and skills (where applicable)

Normally undertaken in the 2nd or 3rd year of an undergraduate program. It is expected the student has digital research, academic writing and word processing skills and is familiar with graphics software such as Adobe Creative Cloud.

How am I going to be assessed?

Grading Scale

Standard Grading (GRD)

High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL).

Details of early feedback on progress

Early feedback will be provided to the student through formative and summative feedback on Assessment 1.

Assessment tasks

Delivery mode Task No. Assessment Product Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it?
All 1 Oral and Written Piece Individual 25% 
8-10 minutes
 Week 4 Online Assignment Submission with plagiarism check and in class
All 2 Report Individual 25% 
1200 words
 Week 8 Online Assignment Submission with plagiarism check
All 3 Portfolio Individual 50% 
Multiple submissions
 Week 13 Online Submission
All - Assessment Task 1:What is luxury and what does a luxury brand look like?
Goal: 
You will demonstrate your understanding of brand narratives, brand identity and brand equity, with emphasis in your evaluations placed on the meaning and value of brand identification and how each brand is communicating that to their consumer.
Product: Oral and Written Piece
Format: 
8-10-minute oral presentation with slides. After selecting eight brands, you will prepare a visual presentation to demonstrate what tools or techniques the brand uses to communicate their brand identity.You will prepare a contextual overview of innovative branding practices in the Textile, Clothing and Footwear Industry (TCFI) through visual research and analysis of eight significant luxury brand print advertisements. A PDF document of your slideshow will be submitted into Blackboard for assessment evidence.Further details will be provided in Blackboard
Criteria:
No. Learning Outcome assessed
1 
Research-  
Appropriate research has been gathered and applied.  
Appropriate examples of brand advertisements have been selected.
 2
2 
Evaluation- 
Connections are made between the image and the application of principles of Fashion Branding. 
Identification of key elements of the image is communicated.
 1 4
3 
Reflection- 
Demonstration of reflection that leads to positive improvement of advertisement.
 2 3
4 
Professional oral communication-  
Delivery technique (posture, gesture, eye contact, and vocal expressiveness).
 3 4
5 
Professional visual communication-  
Effective layout, content and design through use of tools/software.
 4 5
Generic Skills: 

                        

                    

                

                

                    

                        

                            
                                All - Assessment Task 2:Brand positioning Report
                            
                        

                        

                            Goal:
                            
This report on brand positioning will demonstrate your understanding of challenges faced and potential solutions presented within the context of the international fashion industry.

                        

                        

                            Product:
                            Report
                        

                        

                            Format:
                            
Academic writing 
In response to a case study provided, you will write a report to identify and analyse the problem shown and the approach taken by the brand to create and maintain its brand position. You will choose one case study, which have various scenarios and respond to a question unique to that situation. The case studies and questions will be available on Blackboard under Assessment.It is important you follow the following format-1200-word count +/- 10% tolerance Harvard referencing 12pt. Arial Font (Double line spaced)Heading and sub-headings Title page Executive summary Table of contents Introduction Discussion or body Conclusion Recommendations Reference list Appendices if applicable Further details will be provided in Blackboard

                        

                        

                            Criteria:
                            
                                

                                    
                                        

                                            No.
                                            
                                            Learning Outcome assessed
                                        

                                    
                                    
                                            

                                                1
                                                
Research  
Analysis of existing data and literature is presented in a logical and systematic way 
Evidence of a range of additional relevant research and application 
Proposes viable solution based on findings

                                                
                                                        1
                                                
                                            

                                            

                                                2
                                                
Communication 
Demonstrates concise description of problem and solution 
Follows required format

                                                
                                                        3
                                                
                                            

                                            

                                                3
                                                
Evaluation 
Application of effective fashion branding principles

                                                
                                                        2
                                                
                                            

                                    
                                

                            		
                        

                        

                            Generic Skills:
                            

                        

                    

                

                

                    

                        

                            
                                All - Assessment Task 3:Strategy development and implementation
                            
                        

                        

                            Goal:
                            
This task will demonstrate your ability to respond to a client brief with a range of effective and viable marketing tools

                        

                        

                            Product:
                            Portfolio
                        

                        

                            Format:
                            
Multiple submissions- (collated booklet/brochure)To demonstrate your understanding of how to develop a marketing strategy and implement it, you will create a portfolio of assets or marketing tools to support the launch of a new product. Further details will be provided in Blackboard

                        

                        

                            Criteria:
                            
                                

                                    
                                        

                                            No.
                                            
                                            Learning Outcome assessed
                                        

                                    
                                    
                                            

                                                1
                                                
Research  
Analysis of existing data and literature is presented in a logical and systematic way; 
Evidence of a range of additional relevant research and application 
Research is applied in a suitable manner to enhance the promotion of fashion brand

                                                
                                                        1
                                                        6
                                                
                                            

                                            

                                                2
                                                
Written Communication - 
Follows required professional format 
Organisation

                                                
                                                        4
                                                
                                            

                                            

                                                3
                                                
Professional visual communication-  
Effective layout, content and design through use of tools/software 
Presentation of items meets industry expectations 
Design theme applied

                                                
                                                        4
                                                
                                            

                                    
                                

                            		
                        

                        

                            Generic Skills:
                            

                        

                    

                

        

    

    

        

            

                
Directed study hours

                
A 12-unit course will have total of 150 learning hours which will include directed study hours (including online if required), self-directed learning and completion of assessable tasks. Student workload is calculated at 12.5 learning hours per one unit.

            

        

    


    

        

            

                
What resources do I need to undertake this course?

                

                    Please note: Course information, including specific information of recommended readings, learning activities, resources, weekly readings, etc. are available on the course Canvas site– Please log in as soon as possible.
                

            


            

                
Prescribed text(s) or course reader

                    
There are no required/recommended resources for this course.

            

        


        

            

                
Specific requirements

                    
Students will need to access digital photography devices, laptop or computer with Office and Adobe Creative suite applications.

            

        

    


    

        

            
How are risks managed in this course?

            
Health and safety risks for this course have been assessed as low. It is your responsibility to review course material, search online, discuss with lecturers and peers and understand the health and safety risks associated with your specific course of study and to familiarise yourself with the University’s general health and safety principles by reviewing the online induction training for students, and following the instructions of the University staff.

        

    


    

        

            

                
What administrative information is relevant to this course?


                
Assessment: Academic Integrity

                

                    Academic integrity is the ethical standard of university participation.  It ensures that students graduate as a result of proving they are competent in their discipline.  This is integral in maintaining the value of academic qualifications. Each industry has expectations and standards of the skills and knowledge within that discipline and these are reflected in assessment.
                

            

            

                

                    Academic integrity means that you do not engage in any activity that is considered to be academic fraud; including plagiarism, collusion or outsourcing any part of any assessment item to any other person.  You are expected to be honest and ethical by completing all work yourself and indicating in your work which ideas and information were developed by you and which were taken from others. You cannot provide your assessment work to others. You are also expected to provide evidence of wide and critical reading, usually by using appropriate academic references.
                

            

            

                

                    In order to minimise incidents of academic fraud, this course may require that some of its assessment tasks, when submitted to Canvas, are electronically checked through Turnitin.  This software allows for text comparisons to be made between your submitted assessment item and all other work to which Turnitin has access.
                

            

        


        

            

                
Assessment: Additional Requirements

                
Your eligibility for supplementary assessment in a course is dependent of the following conditions applying:

The final mark is in the percentage range 47% to 49.4%
The course is graded using the Standard Grading scale
You have not failed an assessment task in the course due to academic misconduct

            

        


        

            

                
Assessment: Submission penalties

                
Late submission of assessment tasks may be penalised at the following maximum rate: 
- 5% (of the assessment task's identified value) per day for the first two days from the date identified as the due date for the assessment task. 
- 10% (of the assessment task's identified value) for the third day - 20% (of the assessment task's identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. 
- A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome.

            

        


        

            

                
SafeUniSC

                

                    UniSC is committed to a culture of respect and providing a safe and supportive environment for all members of our community. For immediate assistance on campus contact SafeUniSC by phone: 07 5430 1168 or using the SafeZone app.  For general enquires contact the SafeUniSC team by phone 07 5456 3864 or email safe@usc.edu.au.
                

            

            

                

                    The SafeUniSC Specialist Service is a Student Wellbeing service that provides free and confidential support to students who may have experienced or observed behaviour that could cause fear, offence or trauma.  To contact the service call 07 5430 1226 or email studentwellbeing@usc.edu.au.
                

            

        


        

            

                
Study help

                

                    For help with course-specific advice, for example what information to include in your assessment, you should first contact your tutor, then your course coordinator, if needed.
                

                

                    If you require additional assistance, the Learning Advisers are trained professionals who are ready to help you develop a wide range of academic skills. Visit the Learning Advisers web page for more information, or contact Student Central for further assistance: +61 7 5430 2890 or studentcentral@usc.edu.au.
                

            

        


        

            

                
Wellbeing Services

                

                    Student Wellbeing provide free and confidential counselling on a wide range of personal, academic, social and psychological matters, to foster positive mental health and wellbeing for your academic success.
                

                

                    To book a confidential appointment go to Student Hub, email studentwellbeing@usc.edu.au or call 07 5430 1226.
                

            

        


        

            

                
AccessAbility Services

                

                    Ability Advisers ensure equal access to all aspects of university life. If your studies are affected by a disability, learning disorder mental health issue, injury or illness, or you are a primary carer for someone with a disability or who is considered frail and aged, AccessAbility Services can provide access to appropriate reasonable adjustments and practical advice about the support and facilities available to you throughout the University.
                

                

                    To book a confidential appointment go to Student Hub, email AccessAbility@usc.edu.au or call 07 5430 2890.
                

            

        


        

            

                
Links to relevant University policy and procedures

                

                    For more information on Academic Learning & Teaching categories including:
                    
    
                        
  • Assessment: Courses and Coursework Programs
    • 
                        
  • Review of Assessment and Final Grades
    • 
                        
  • Supplementary Assessment
    • 
                        
  • Central Examinations
    • 
                        
  • Deferred Examinations
    • 
                        
  • Student Conduct
    • 
                        
  • Students with a Disability
    • 
                    

                

                

                    For more information, visit
                    https://www.usc.edu.au/explore/policies-and-procedures#academic-learning-and-teaching
                

                

            

        


        

            

                
Student Charter

                

                    UniSC is committed to excellence in teaching, research and engagement in an environment that is inclusive, inspiring, safe and respectful.  The Student Charter sets out what students can expect from the University, and what in turn is expected of students, to achieve these outcomes.
                

            

        


        

            

                
General Enquiries

                
    
                    
  • 
                        In person:
                        
      
                            
    • 
                                UniSC Sunshine Coast - Student Central, Ground Floor, Building C, 90 Sippy Downs Drive, Sippy Downs
                            
      • 
                            
    • 
                                UniSC Moreton Bay - Service Centre, Ground Floor, Foundation Building, Gympie Road, Petrie
                            
      • 
                            
    • 
                                UniSC SouthBank - Student Central, Building A4 (SW1), 52 Merivale Street, South Brisbane
                            
      • 
                            
    • 
                                UniSC Gympie - Student Central, 71 Cartwright Road, Gympie
                            
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    • 
                                UniSC Fraser Coast - Student Central, Student Central, Building A, 161 Old Maryborough Rd, Hervey Bay
                            
      • 
                            
    • 
                                UniSC Caboolture - Student Central, Level 1 Building J, Cnr Manley and Tallon Street, Caboolture
                            
      • 
                        
    
                    
    • 
                    
  • 
                        Tel:+61 7 5430 2890
                    
    • 
                    
  • 
                        Email:studentcentral@usc.edu.au
                    
    • 
                

            

        

    







    

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