• CollegeLCF
  • Start dateSeptember 2018
  • Course length3 years
  • UCAS code9K55

BA (Hons) Fashion Marketing

This fashion marketing course will prepare you for a successful career working in the global fashion industry in the specialised area of marketing.

About this course

BA (Hons) Fashion Marketing is a highly specialised course for individuals who want to pursue a career in fashion marketing. The course is tailored to the specific business environment relating to fashion consumers, fashion brands, the supply of fashion products and the related international aspects of fashion marketing and enables you to recognize your own individual interests and skills in the area of fashion marketing and prepares you for a range of fashion business careers.

You will learn the fundamental theory of marketing and how this is applied in practice, managing marketing across a variety of fashion organisations, from value brands to luxury labels. You will learn how fashion businesses determine consumer needs and wants across international markets and how to plan integrated marketing communications utilising the latest marketing communications platforms. You will learn about the importance of brand building and brand marketing, and explore specialist aspects of fashion marketing, such as sustainable fashion marketing, digital fashion marketing, customer relationship management, consumer behaviour, international fashion marketing, creative retailing, marketing strategy, leadership and innovation. As well as your own individual work there are opportunities for collaboration with other students on group projects, and you will gain invaluable experience by interacting with fashion industry professionals through guest speakers, industry visits and live industry projects.

An optional placement year between the second and final year of the course enhances the employability of students through offering valuable experience and contacts within the industry. LCF Careers offer support throughout the course on increasing your career profile, and, continue support after graduation through First Move.

  • The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. The BA Fashion Marketing course at London College of Fashion has been accredited by the CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

Collaborative Project: Year 1 Fashion Business Programme for ASOS

Graduating students from across the Fashion Business School took part in FBS Summit 16, a showcase of student work that included talks, film and products.

BA Fashion Marketing students. Ask the Experts Sustainable Fashion Panel, with representatives from Oitij-jo, Redress, Rainbow Collective, Crawford IT, Tengr

Ask the Experts Sustainable Fashion Panel, with representatives from Oitij-jo, Redress, Rainbow Collective, Crawford IT, Tengr.

Students in front of Eiffel Tower

First year student Paula Mira's photo captures our trip to Paris to visit Premiere Vision

Facilities

  • LCF Library

    Take a tour of LCF's world renowned fashion library, ideal for research and study.

  • Fashion business facilities

    Take a tour of our fashion business facilities at John Prince's Street and High Holborn.

  • LCF's social spaces

    Explore our social spaces, for collaborative study and breaks, across our six sites in London.

Course detail

This course is subject to revalidation. Revalidation is a process that makes sure students get a high quality academic experience. During revalidation there may be some changes to course content. Please contact us if you have any questions about this course.

BA (Hons) Fashion Marketing is a highly specialised course for individuals who want to pursue a career in fashion marketing. The course is tailored to the specific business environment relating to fashion consumers, fashion brands, the supply of fashion products and the related international aspects of fashion marketing and enables you to recognize your own individual interests and skills in the area of fashion marketing and prepares you for a range of fashion business careers.

You will learn the fundamental theory of marketing and how this is applied in practice, managing marketing across a variety of fashion organisations, from value brands to luxury labels. You will learn how fashion businesses determine consumer needs and wants across international markets and how to plan integrated marketing communications utilising the latest marketing communications platforms. You will learn about the importance of brand building and brand marketing, and explore specialist aspects of fashion marketing, such as sustainable fashion marketing, digital fashion marketing, customer relationship management, consumer behaviour, international fashion marketing, creative retailing, marketing strategy, leadership and innovation. As well as your own individual work there are opportunities for collaboration with other students on group projects, and you will gain invaluable experience by interacting with fashion industry professionals through guest speakers, industry visits and live industry projects.

An optional placement year between the second and final year of the course enhances the employability of students through offering valuable experience and contacts within the industry. LCF Careers offer support throughout the course on increasing your career profile, and, continue support after graduation through First Move.

Course structure

Year one  -  stage one  -  level 4  -  120 credits 

Term one: Introduction to the Fashion Business for Fashion Marketing (20 credits); Principles of Fashion Marketing (20 credits)

Term two: Fashion Branding (20 credits); Introduction to Cultural and Historical Studies (20 credits)

Term three: Marketing Collaborative Project (40 credits)

Year two  - stage two  -  level 5  -  120 credits

Term One: Managing Fashion Marketing (20 credits); Cultural and Historical Studies (20 credits)

Term Two: Researching Consumer Behaviour and Psychology (20 credits); Fashion Marketing without Boundaries (20 credits)

Term Three: Fashion Marketing Development Project (40 credits) 

Professional placement year (optional)

Diploma in Professional Studies

Final year  - stage three  -  level 6  -  120 credits

Term One: Marketing Futures and Innovation (20 credits)

Terms One and Two: Fashion Marketing Strategy (40 credits)

Terms Two and Three: Final Major Project (60 credits)

The course team arrange a variety of optional trips and visits to supplement your studies. These trips are often local and where possible provided at nil or reduced cost. Opportunities for extended trips to fashion industry events or areas of interest are usually offered in the first and second year and where these trips involve accommodation and travel costs we aim to offer good value for students.

Course units

Year one

In the first term you will study two units.

Introduction to the Fashion Business for Fashion Marketing introduces you to your course and its subject specialism as well as to effective learning and studentship at undergraduate level. It will orientate you to the practices and knowledge-base needed to understand your discipline and help you to develop your skills for independent & collaborative learning, reflection and your own self development. Students come from many diverse educational backgrounds and a part of this unit will enable to reflect on your own background and how that shapes the way you approach your course.

Principles of Fashion Marketing introduces you to what marketing is and how it is defined. You will learn about the role of marketing, its cross-functional importance and its contribution to fashion business success. The unit also looks at the role of marketing as a service provider within the organisation, and as a contributor to understanding the key stakeholders in a fashion business, including customers. You will gain knowledge about the marketing planning process, segmentation, the internal and external marketing environment, and the marketing mix. You will gain an understanding of the language and terminology of marketing, and the unit gives you a foundation for future learning.

In the second term you will study two units.

Introduction to Cultural and Historical Studies introduces you to key concepts and ways of thinking about fashion and its context in society and culture. You will attend lectures, seminars and workshops, and do a significant amount of reading of academic texts in order to complete a formal academic essay for assessment.  Completion of this unit will allow you to make an informed choice of subject for study in the second year Cultural and Historical Studies unit.

The Fashion Branding unit develops your understanding of the brand building process in the fashion industry. You will learn the ways in which fashion retailers build brand identity, brand image and brand personality, and how they communicate their brand message to consumers across multiple channels. You will apply market research methods and evaluate consumers’ fashion brand experiences. You will work in a group to undertake a case study of a UK fashion brand.

In the third term you will undertake the Collaborative Project unit. This gives you the opportunity to work collaboratively with other students. This mirrors the real-world challenges faced by fashion enterprises that depend on close working relationships between departments. You will consolidate the knowledge and skills that you have already acquired, and the project will give you opportunities for fieldwork and research, as well as increasing your teamwork and presentation skills. The project will be concerned with the development and expression of brands in the fashion marketplace, and you will have an operational focus.

Collaborative projects this year have included: LCFxASOS17 in year one, LCFxWestfield17 Collaboration in year two and TOMS case study partnership in year three.

Year two

In the first term you will be able to study a Cultural and Historical Studies unit of your choice that will broaden or deepen your learning of areas relating to your interests in your chosen field. You will have the opportunity to participate in lectures, seminars and workshops with students from other courses within your School, and will read relevant academic texts and complete a formal academic essay for assessment.

Also in the first term, the Managing Fashion Marketing unit gives you the opportunity to develop as a manager. The focus of this unit is about developing the marketer as a manager. You will acquire the knowledge and understanding required to develop and manage the marketing infrastructure, capability and capacity from an operational perspective. You will develop your ability to handle the key resources that are used to achieve fashion marketing objectives; including financial, human and physical resources. You will develop an understanding of management, human behaviour and motivation in an environment of organisational change and development within the fashion marketing function. The unit will develop your appreciation of the management objectives in fashion business organisations, and how they are achieved through people.

In the second term the Researching Consumer Behaviour and Psychology unit introduces you to concepts of consumer behaviour and psychology through investigation of how and why we buy fashion goods and services. You will investigate how consumer identity is formed, and develop your understanding of fashion psychographics and cross-cultural values and how these may inform fashion marketing practices. You will apply market research methods and evaluate consumer behaviour in different parts of the world.

Also in the second term, the Fashion Marketing without Boundaries unit prepares you for working in an industry where traditional geopolitical and physical boundaries are becoming less relevant because of the rise in the use of online retailing and digital marketing techniques. Digital and mobile marketing will be explored in a global context and related to the broader concepts of customer acquisition and relationship marketing.  

In the third term you will undertake the Fashion Marketing Development Project. This is a project that involves making marketing decisions and/or recommendations based on research. You will undertake quantitative research, analyse the data collected, and draw conclusions from that research. This will be used to inform fashion marketing decisions, or to make recommendations in a specific fashion marketing context. In this unit you will experience a combination of classroom based teaching, fieldwork for your research and independent learning.

Professional placement year (optional)

You can opt to undertake the Diploma in Professional Studies (the Diploma), a University of the Arts London Award for a period of industrial placement of at least 30 weeks duration. The placement is undertaken during the third year of the four-year Bachelor’s degree during which you normally will be working full-time in a company. You will be able to experience the pace, atmosphere and discipline of working in the industry through your involvement in the day-to-day activities of a fashion business. This will give you practical experience of the roles, functions and operations in the fashion industry that you have studied on your course. There is flexibility to combine a work placement overseas (minimum 20 weeks) with a period of overseas study (minimum 10 weeks). You will be required to write a negotiated report on your placement, which will focus on issues or opportunities related to the placement company. This will develop your study skills and allow you to demonstrate your research, analytical and evaluative skills. Successful completion of the year will give you the additional qualifications of a Diploma in Professional Studies.

Final year

In the first term you will study the Futures and Innovation unit. You will look at current issues affecting the fashion industry in general and fashion marketing in particular.  You will explore various trend indicators that are likely to point to important influencing factors in the future. Scenario planning and futures forecasting will be investigated, and the specific content of the unit will evolve as the fashion industry changes.

In the first and second terms you will undertake the Fashion Marketing Strategy unit. This gives you the opportunity to develop your understanding of corporate strategy and business models, which will enable you to analyse fashion strategies at both corporate and business levels. You will also learn how to formulate strategic plans for businesses in different contexts, such as online and international markets. You can choose a specialist direction that reflects your course and career aspirations.

Throughout the final year you will do your Final Major Project. This gives you the opportunity to develop your project proposal from your initial idea, and negotiate your final project brief within the general area of marketing with your supervisor. This will reflect your particular interests and your future career aspirations, and the final outcome of your project will be a considerable body of work. This will be communicated to a relevant audience via an appropriate medium as the culmination of your project.

Showing your work

All students are advised to set up a profile on portfolio.arts.ac.uk, UAL’s new portfolio platform, which can be done at any point during your time at LCF and will last for up to 12 months after graduation. This platform is often used to source student work for promotional use on the website, social media and for print and can be a great way of getting your work seen. You may also be asked to have a portfolio profile for the selection process when it comes to degree shows.

Learning and teaching methods

  • Briefings, lectures, seminars and tutorials
  • Field trips
  • Industry expert presentations
  • Individual and group work.
  • Library and digital creative inductions
  • Formative and summative presentations
  • Collaborative online learning
  • Formative exhibitions

Assessments methods

  • Essays
  • Reports
  • Business development plans
  • Reflective writing
  • Dissertation
  • Presentations
  • Graduate exhibition

Staff

Dr Natascha Radclyffe-Thomas is the Course Leader for BA (Hons) Fashion Marketing and has also been awarded the National Teaching Fellowship Award. The National Teaching Fellowship Scheme (NTFS) celebrates excellent practice and outstanding achievement in learning and teaching in higher education. As a Senior Fellow of the Higher Education Academy she has extensive international teaching experience, both studio-based and theoretical, in the UK, Asia and the US.  Dr Radclyffe-Thomas has a background in fashion design, product development and marketing as a partner in the award-winning London-based directional childrenswear label Miss Fleur. Dr Radclyffe-Thomas is an active researcher who has published and presented conference papers internationally on research interests including the Chinese fashion industry, cross-cultural fashion marketing, e-learning, place marketing and the geography of creativity, sustainability and social entrepreneurship. Recent research looks at how issues such as culture, heritage, city-branding and social entreprise manifest themselves in contemporary fashion marketing in the West and Asia and how cities such as London and Shanghai build fashion identities through their engagement with city branding. See Dr Radclyffe-Thomas's UAL research profile.

Edwin Phiri is a Fellow of the Chartered Institute of Marketing and subject leader (Marketing) in the Fashion Business School at LCF. Edwin has an MBA in Strategic Marketing and is a passionate and keen marketer whose subject and research interests include: Marketing, Marketing Communications, Branding Management and Strategy.

Sharon N. Hughes is an internationally recognized speaker, fashion marketing professional and lecturer specializing in digital and social media strategy. Sharon holds a BS degree in Marketing Management and Fashion Merchandising, and MA in International Marketing. Sharon began her retail management career in the U.S. with Limited Brands and Macy’s Inc. before transitioning to marketing and event planning, promotions and creative management working at InStyle and consulting for brands including Jeffrey Campbell and Chanel. Sharon is also a lifestyle blogger for the award-winning blog, Career Girl Daily and has been published in Arts Professional magazine, Stylist and Dubai's What's On magazine.

Olga Mitterfellner is an internationally experienced fashion marketing professional and lecturer specializing in strategic fashion branding, marketing and PR. Olga holds a BA in Fashion Design and Fashion Marketing and an MA in Textile Futures and is a fashion blogger (fashionblogga) and contributing editor to the academic online platform Worn Through. Olga has worked in the fashion industry in Europe and Asia and is fluent in five languages. Olga is a member of the British Sociological Association and the Association of Dress Historians and an Associate and Chartered member of the International Textile Institute and continues to research smart textiles and contribute to textiles through her own label Fuselage.

Rosemary Varley is the Subject Director (Marketing and Retail) and Research Coordinator for the Fashion Business School and is responsible for academic curriculum and research development. She teaches fashion brand strategy across courses and her research interests focus on the relationship between fashion brands and their retail environment. She has authored Retail Product Management, co-authored Principles of Retail Management, and presented a wide variety of conference papers. - view full profile

Helen Beney is Programme Director for the Fashion Business Programme within the Fashion Business School. Helen has worked in the fashion industry for thirty years and has held Buying, Design  and Merchandising Director roles in a number of British brands including Arcadia, specialising in product strategy and consumer insight development. Helen is a member of the Chartered Institute of Marketing (CIM) and holds an MA in Higher Education and was awarded Senior Fellowship of the HEA (Higher Education Academy) in recognition of her impact and influence leading and managing within a learning and teaching context. - view full profile

Dan Henderson is the Developments Director for the School of Management and Science. His fashion industry experience includes working at Marks and Spencer and Debenhams as a Senior Buyer in Menswear and at Blacks Leisure and Fat Face as the Head of Buying for Clothing. His research interests centre on the role that fashion plays in the social hierarchy of football and rugby club supporters, and the impact this has on clubs managing their ‘own-label’ branded merchandise.

Rob Lakin is the Creative Director for the Fashion Business School, and started his career designing fashion menswear, womenswear and childrenswear, working for a number of brands within Coats Viyella plc and the Sears Group plc. He has extensive experience of Far East product development, manufacturing, sourcing, and CMT operations. From 2008 to 2013 Rob headed up London College of Fashion’s Flexible Programme: a unique specialist portfolio of part time undergraduate courses representing Fashion Business, Fashion Media, and Fashion Design. He has been responsible for enhancing the student experience through the development of a creative curriculum, with a variety of live industry collaborative projects including CoolBrands, Brands Incorporated, and Amnesty International. Rob continues to make a major contribution to the creative identity of the School through the design and development of new courses aimed at international students allowing them to successfully prepare for an exciting academic undergraduate career at London College of Fashion.

Craig Crawford is Founder of CrawfordIT, a London based consultancy that drives momentum and growth through digital innovation for brands such as Hugo Boss, Jaeger, matchesfashion.com, Diane von Furstenberg, MaxMara, and Tory Burch.  Prior to this, Craig Crawford was Burberry’s VP in IT Strategy, Architecture and Relationships for seven years. As a creative with nearly 30 years’ experience in global fashion brands, Craig is often referred to as “the right brain of IT.” Craig is also Chairman of Product Innovation Apparel, where he connects global industry leaders and technology innovators. He advises fashion tech start-ups in both the UK and US. His articles, videos, and webcasts appear on both sides of the Atlantic. As an Adviser for London College of Fashion, Craig brings industry relevance to the classroom.

Johnny Martin FCA is Entrepreneur in Residence at London College of Fashion. He is professionally, The Numbers Coach – an experienced director who now passionately explains business numbers and jargon to help young businesses find their business model. He is a British Library Business & IP Centre partner and runs regular workshops, as well as being a mentor for the Royal College of Art Innovation Unit.

How to apply

Opportunities for all

We are committed to making university education an achievable option for a wider range of people and seek to recruit students from diverse socio-economic, cultural and educational backgrounds. We are committed to supporting all our students in achieving their potential both during and after their courses.

Home / EU applicants

This section includes information on how to apply, course entry requirements, selection criteria, information about interviews and portfolio advice.

Applications are now open for 2018/19 entry.

You must apply through Universities and Colleges Admissions Service (UCAS), where you’ll need the following information:

  • University code: U65
  • UCAS code: 9K55

Go to ‘Apply’ from the UCAS home page, where you will be able to register and create a password that gives you unique access as you complete your application form.

Contact us on: 

Telephone: +44 (0)20 7514 7344

Or you can use the UAL Course Enquiry Form

Please note that the equal consideration deadline is 15 January.

For full details on the application process, visit the Undergraduate application page.

International applicants

This section includes information on how to apply, course entry requirements, selection criteria, information about interviews and portfolio advice.

Applications are now open for 2018/19 entry.

International applicants may apply through one of three routes only:

Further information on applying via UCAS is provided on the Applying through UCAS page.

If applying through UCAS, you will need the following information:

  • University code: U65
  • UCAS code: 9K55

For full details on the application process, visit the Undergraduate application page.

We continue to accept applications throughout the year, but please note that the equal consideration deadline is 15 January.

For full details on the application process, visit the Undergraduate application page or contact the UAL admissions team who can answer any specific questions that you may have regarding LCF's courses tailored for international students. This can include guidance for your portfolio, advice on the application process and fee advice. We offer a ‘drop-in’ facility for applicants who may be in London and wish to obtain further course and admissions information. 

Entry requirements

Entry to this course is highly competitive: applicants are expected to achieve, or already have, the course entry requirements detailed below.

The standard minimum entry requirements for this course are:

  • A Level Passes at Grade C or above 112 new UCAS tariff points (equivalent to 280 old UCAS tariff points); preferred subjects include, Business Studies, Economics, Fashion Studies, Information Technology, English, Languages, Media Studies and Psychology;
  • or Distinction Foundation Diploma in Art and Design;
  • or DMM in BTEC Extended Diploma;
  • or Merit at UAL Extended Diploma;
  • or Access Diploma or ’112 tariff points from the Access to HE Diploma;
  • or 112 new UCAS tariff points (equivalent to 280 old UCAS tariff points) from a combination of the above qualifications or an equivalent full Level 3 qualification;
  • or equivalent EU or non-EU qualifications;
  • and Six GCSE passes at grade A*-C or above to include a C in Maths.

Exceptionally, applicants who do not meet these course entry requirements may still be considered if the course team judges the application demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by: related academic or work experience; the quality of the personal statement; a strong academic or other professional reference; or a combination of these factors.

Applicants are expected to show evidence of work experience or placement.

English language requirements

All classes are conducted in English. If English is not your first language you will be asked to provide evidence of your English language ability when you enrol.

The level required by the University for this course is IELTS 6.5 with a minimum of 5.5 in each skill.

Please visit the UAL Language Requirements page. Read carefully and look at the relevant documents.                           

Student selection criteria 

What we look for

The course team seeks to recruit students who can demonstrate:

  • A strong interest in fashion marketing theory and practice
  • Analytical problem solving skills, and the potential to develop professional, communication and business skills necessary for future industry challenges
  • Curiosity about fashion consumers’ needs and how they want to buy fashion products and services across a range of markets
  • Fashion industry experience
  • Motivation to succeed on the course and work in the fashion industry

This might, for example, be demonstrated by: related academic or work experience; the quality of the personal statement, a strong academic or other professional reference; or a combination of these factors.

 

Applicants could consider these questions when writing their Personal Statement:

  • Why do you want to study BA Fashion Marketing at London College of Fashion.
  • Which units are you particularly interested in studying, and why.
  • How do you plan to use your studies in your future career.
  • What do you think are the key skills and attributes a fashion marketing professional needs.
  • How do these match your personal skillset.

What happens next

All application forms, personal statements and references are read and considered by the course team against the selection criteria listed in the Entry requirements and What we look for sections.

International applicants will undertake an interview (in person or by telephone) and the outcome will be communicated to you.

If you applied through UCAS the result of your application will be communicated to you via UCAS through ucastrack. You will only receive further communication directly from the College if your application has been successful. This will be in the form of a full offer pack including details of accommodation, fees, and other important information.

Deferred entry

Deferred entry is normally only allowed in exceptional circumstances. Please contact us before you submit your application if you are considering applying for deferred entry.

Interview week

Applicants on some courses may be invited to attend an Interview. Further details will be sent to you with your interview letter, confirming location and date. International applicants should contact the Admission Office by emailing lcf.international@arts.ac.uk about portfolio requirements (if applicable), interview times and dates.

Potential changes to course structure

Please note: the information outlined is an indicative structure of the course. Whilst we will aim to deliver the course as described on this page, there may be situations where it is desirable or necessary for the University to make changes in course provision, for example because of regulatory requirements or operational efficiencies, before or after enrolment. If this occurs, we will communicate all major changes to all applicants and students who have either applied or enrolled on the course. Please note that due to staff research agreements or availability, not all of the optional modules listed may be available every year. In addition, the provision of course options which depend upon the availability of specialist teaching, or on a placement at another institution, cannot be guaranteed. Please check this element of the course with the course team before making a decision to apply.

Webpage updates

We will update this webpage from time to time with new information as it becomes available. In the meantime, if you have any questions, please use the enquiry form above.

Fees and funding

Home / EU fee

£9,250

This applies for the 2018/19 academic year.

Tuition fees for undergraduate degree courses have been set at £9,250 per year for full-time study. This applies from the 2017/18 academic year, subject to changes in the law. Tuition fees may increase in future years for new and continuing students, in line with an inflationary amount determined by government. Please visit our Undergraduate tuition fees page for more information.

International fee

£19,350

This applies for the 2018/19 academic year.

Additional costs

In addition to tuition fees you are very likely to incur additional costs such as travel expenses and the cost of materials. Please read the information on our additional costs page.

Accommodation

Find out about the accommodation options available and how much they will cost.

Scholarships and awards

There are a number of scholarships and awards available to students on this course. Use our search tool to find out more information.

Scholarships search

Careers and alumni

Developing your skills

All of our undergraduate courses are concerned with the development of your personal and professional skills. On your course you will evolve from learning basic skills in your discipline through to a position where you are an independent creative thinker capable of making an effective contribution to the relevant sector of the fashion industry. Personal and Professional Development (PPD) skills are embedded in all units on every course. Speaker programmes with contributions from alumni, members of industry and others are a part of many courses, as are work placement opportunities in industry.

Graduates who wish to continue their education at postgraduate level are encouraged to progress to suitable courses within the College, the University or elsewhere.

Career paths

Graduates from the Foundation Degree in marketing and promotion, which is replaced by this course, are working in marketing and promotion roles at a number of companies, including the press offices at New Look and Jigsaw, the marketing department at Debenhams, the buying office at Selfridges, at PR companies Purple and Exposure, at ad agency Fold7, and at FHM magazine. Graduates from this year are working at Paul Smith, Burberry, and NET-A-PORTER.COM.