ART & DESIGN DEPARTMENT
2017/18
SHEFFIELD INSTITUTE OF THE ARTS
SHEFFIELD HALLAM UNIVERSITY
BA (HONS) Fashion Management and Communication
FASHIONS FUTURE A BUSINESS PERSPECTIVE
SEMESTER 1
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
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CONTENTS MO DULE R AT I O NALE
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MODULE DESCRIPTOR
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MODULE BRIEF
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MODULE PROCESS
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SUBMISSI O N DE TAIL S
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READING LIST
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A SSE SSMEN T DE TAIL S
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A SSESSMEN T MAT R IX
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TEACHING SCHEDULE
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STUDENT RESPONSIBILITIES
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AT T ENDANCE
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PAR T ICIPAT I ON
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H OW S TAFF WILL CO N TAC T
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STUDENT SUPPORT
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MO DULE S TAFF DE TAIL S
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BUSINESS OF FASHION 2 CREATIVE BRAND MANAGAMENT
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BA (HONS) FASHION MANAGEMENT & COMMUNICATION
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T HE FU T UR E BELO NGS TO T HE OU T SIDER S
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MODULE RATIONALE HELLO
You will be encouraged, wherever possible, to work on live projects, initiate industry links and seek sponsorship throughout. During the initial
This module consists of personal primary research
stages of the implementation plan you will be
investigation leading to the development of an
expected to negotiate the intended final outcome
industry-relevant project brief. Research into con-
of the Final Fashion Project and present a proposal
temporary practice and evidence of market aware-
for formative assessment.
ness will be demonstrated through appropriate visual, verbal and written means. In negotiation with your tutors you will work either from an externally set industry-relevant project brief or formulate a brief to reflect a simulated management/
This module will underpin the Final Fashion Project and its outcomes and you will be expected to draw conclusions from your own primary research, secondary research and process development.
communication situation. Tutor guidance and support will help you draw You will be expected to utilise taught elements of fashion management and communication, interpersonal skills, critical and analytical thinking, problem solving, creative communication and presentation skills towards the development of a Creative Implementation plan and Management/ Communication Project with global relevance.
upon your acquired knowledge and fashion management skills to develop a more integrated approach to the selection and application of creative and business management tools and methodologies. Working more autonomously, you are encouraged to adopt a highly professional approach to your work aligned to your intended career path and in preparation for your Final Fashion Project Students returning from the sandwich year will be required to submit a Logbook (digital / analogue artefact) of their placement activities and a portfolio of their placement activities.
ABOUT BA (HONS) FASHION MANAGEMENT & COMMUNICATION
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CR I T I C A L & A N A LY T I C A LTHINKING R E SE A R CH T R EN D A N A LYSI S G LO BA L FACI N G D ECI SI O N M A K I N G I N T ER PER S O N A L & N EG OT IAT I O N SK I L L S I N T EL L EC T UA L & CO M M U N I C AT I V E E N G AG E M EN T G EN ER AT E O R I G I N A L CO N CEP T S CO L L A B O R AT I O N T I M E M A N AG E M EN T
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MODULE BRIEF
CONTEXT
BRIEF The fashion industry is constantly changing and evolving. Fashion businesses need to be at the forefront of these changes to keep up with a demanding market. The economy, politics, technological advances, social issues – all these factors can have an impact on the fashion industry. Fashion forecasting companies are employed by fashion businesses to give them insight into the elements which may have impact on their business in the future. This can range from what colours will be popular in the up and coming seasons to which critical debates target consumers will be involved with. As a fashion manager and communicator you need to be aware of the current issues which will impact the fashion industry on a global scale, and be aware of how the industry responds. You will be expanding on the issues you have been introduced to during L5 and have investigated further during the summer brief.
You will undertake a case study where you will investigate a contemporary issue that will impact on the global fashion industry in the future, and consider how the issue maybe resolved. In agreement with your tutor you will select a fashion issue, which you will investigate in-depth considering fashion management and communication methods. Your case study will be an academic investigation in which you will illustrate your detailed research about a specific fashion issue. Case studies are vital to allow an understanding of how theory and practical situations join together to offer solutions to real world contexts. With this in mind you will be encouraged to work on live projects, attend conferences, initiate industry links and seek sponsorship through the industry partners you may choose to focus your research on.
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MODULE BRIEF
SCENARIO
Your case study will include: • In-depth background research into your chosen issue to demonstrate a key understanding of the fundamentals of the global fashion industry. • Demonstrate a significant level of primary and secondary research. • Demonstrate critical understanding of future issues and concepts, and their context within society and the competitive marketing environment. Considering the challenges faced by fashion managers/businesses. • Clearly highlight the advantages and disadvantages in relation to the issue you are investigating. • Present a logical and viable resolution for the issue you have investigated.
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PROC B A
( H O N S )
F A S H I O N
M A N A G E M E N T
&
C O M M U N I C A T I O N
BA (HONS) FASHION MANAGEMENT & COMMUNICATION
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RESEARCH
You will be required to iden/fy and explore a wide range of primary and secondary research methods: field research, interviews, video recordings, personal observa/ons, books/trade journals, magazines, online resources, social media.. Your research porColio should evidence your ability to crea/vely explore and inves/gate ideas, theories and concepts by crossreferencing and analysing the research informa/on you have compiled.
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02. I D E AT E
Research development is ul/mately the first step to responding crea/vely and innova/vely to the informa/on you have gathered whilst carrying out your inves/ga/ve research. Once you have generated a range of key research, you will explore a range of research deconstruc/on methods in order to cri/cally analyse your findings, visualise your data and begin the process of research explora/on and development. You will show evidence of your experiments, planning and trials, both within your research porColio and reflec/ve blogs. Types of experimenta/on could focus on photography techniques, shoot planning, storyboards, layout development and edi/ng skills.
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CESS INDUCTION WEEK
2017/2018
INDUCTION WEEK
2017/2018
Process + Steps
03.
04.
You will develop a series of visual and wriIen outcomes, which should clearly reference your research and experimenta/on. Your ďŹ nal outcomes should be ďŹ t for purpose and suitable for the intended audience/consumer. You should demonstrate strong awareness of contemporary approaches to visual communica/on methods, presenta/on outcomes, and innova/ve composi/on skills.
You will present your outcomes in both physical and digital formats. This may be to a panel of industry experts, lectures, peers.
PRODUCTION
PRESENT
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SUBMISSION
ASSESSMENT EVIDENCE FOR SUBMISSION
Part 1A: Case study You will submit a written and visual report investigating your chosen fashion business issue relevant to fashion management and communication. All topics must be approved by your tutor. The case study must be effectively structured so as to provide a logical analysis of the issue investigated. The case study must be informed by no less than 60% primary and no more than 40% secondary research and provide a critical insight to the issue investigated. (Word count 8,000 10%+/-) . Part 1B: Creative Visualisation Once you have completed the majority of Part 1 you will need to consider how to present this in a creative and visually exciting way. You must have your tutors approval of your report before moving on to this stage of the project. Part 2: Proposal for Final Fashion Project The research for this module will underpin your work for the Final Fashion Project (FFP). For your FFP you will develop a body of work relevant to an area of the fashion industry. As part of this module you will complete a formal proposal for your FFP.
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ASSESSMENT EVIDENCE
ASSESSMENT EVIDENCE
FOR SUBMISSION
KEY DE TAILS
1
Creatively presented and professionally executed research portfolio (Digital
RESEARCH PORTFOLIO
and hard copy.)
Academically written, 2 professionally printed and
bound book (digital and hard copy) 8,000 words (10%+/-) Please see guidance on structure Please note, the case study represents 80% of your overall grade for this module
CASE STUDY
3 CR E ATIV E
Showing high levels of innovation and creativity, creatively executed, professionally printed (Digital and hard copy.)
VISUALISATION
4 PROPOSAL
Creatively presented and professionally executed project proposal (guidelines to be given)
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MODULE READING LIST The focus of this module is on independent study and therefore it is expected that you will read extensively around the subject and identify sources for primary research. However, you will receive support and detailed advice on this in tutorial sessions. Here are some titles to get you started: Axelrod, B., & Windell, J. (2012). Dissertation solutions : A concise guide to planning, implementing, and surviving the dissertation process. Lanham: Rowman & Littlefield Education. Balnaves, M., & Caputi, P. (2001). Introduction to Quantitative Research Methods An Investigative Approach. London: SAGE Publications. ¡Barnard, M. (2007). Fashion theory : A reader (Routledge student readers). London: Routledge. Bickle, M. (2011). Fashion marketing : Theory, principles, and practice. New York, [N.Y.]: Fairchild. Cottrell S (2005). Critical Thinking Skills. Developing Effective Analysis and Argument. Palgrave Macmillan Entwistle, J. (2015). The Fashioned Body : Fashion, Dress and Social Theory. (2nd ed.). Fashion Practice the Journal of Design, Creative Process and the Fashion Industry. (n.d.). Fashion Theory the Journal of Dress, Body and Culture. (n.d.) (1997) Flynn, J., & Foster, I. (2009). Research methods for the fashion industry. New York: Fairchild. Gaimster, J. (2011). Visual research methods in fashion. Oxford: Berg. Hennink, Hutter, Bailey, Hutter, Inge, & Bailey, Ajay. (2011). Qualitative research methods. Los Angeles, [Calif.] ; London: SAGE. International Journal of Fashion Design, Technology and Education. (2008). Jenss, H. (2016). Fashion studies : Research methods, sites, and practices (Dress, body, culture). Journal of Fashion Marketing and Management. (1996). Journal of Global Fashion Marketing. (2010). Kawamura, Y. (2011). Doing research in fashion and dress : An introduction to qualitative methods. Oxford: Berg. Mida, I., & Kim, A. (2015). The dress detective : A practical guide to object-based research in fashion. Plantanida, M., & Garman, N. (1999). The Qualitative dissertation : A guide for students and faculty. Corwin P. Raymond M. (2010), The Trend Forecasters Handbook. Laurence King Rugg, G., & Petre, M. (2007). A gentle guide to research methods. Maidenhead: Open University Press. Thomas, R. (2003). Blending Qualitative and Quantitative Research Methods in Theses and Dissertations. Los Angeles, CA, USA: SAGE Publications. Tracy, S. (2013). Qualitative research methods : Collecting evidence, crafting analysis, communicating impact. Chichester, West Sussex, UK ; Malden, MA: Wiley-Blackwell. White, N., & Griffiths, I. (2000). The fashion business : Theory, practice, image. Oxford: Berg. Additional Sources: The Business of Fashion LSN Global WGSN Trendland Mintel BUSINESS OF FASHION 2 CREATIVE BRAND MANAGAMENT
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PUBLICATIONS//TRADE JOURNALS//WEB
Newspapers/trade journals WWD ///Drapers ///The Guardian /// Sunday Times Fashion///Lifestyle/ Arts/ Harpers Bazzar /// Vogue /// Elle ///Wallpaper /// Creative Review /// Independent Fashion Garage ///Tank /// 125 /// 10 /// Another /// Dazed /// Pop /// The Gentlewoman /// Purple /// Interview /// W /// Nylon /// Self Service /// Lula /// I-D ///Numero /// Wonderland
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SUBMISSION DETAILS & CHECKLIST
11.1 HOW WILL YOU SUBMIT:
The following outcomes must be printed and presented professionally Case study (Turnitin & professionally bound hard copy) Research portfolio Creative visualisation Proposal Your name must be clearly labelled on the side of the box and on all outcomes presented within. (Please collect a sticky label) Any digital media (i.e websites) , must be shared withn.mccreesh@shu.ac.uk and the URL links printed on a business card and presented within the box.
Plastic wallets/holders/bags or other unsuitable presentation methods will not be accepted. BUSINESS OF FASHION 2 CREATIVE BRAND MANAGAMENT
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12.17 @ 3pm HPO HELP DESK
The deadline for this assignment is 11/12/2017. All assessment evidence for submission’ must be handed in to a member of the Help Desk at HPO no later than 15:00.
Please be aware that late submissions will not be accepted.
NB: It is essential you follow the guidelines above when submitting your work, demonstrating your awareness of professional approaches to the presentation of your work.
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ASSESSMENT MATRIX 18
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BA FASHION M&C
| LEVEL 6 SEMESTER 1 PLANNER
| ACADEMIC YEAR 2017/18
ACADEMIC TUTORIALS FASHIONS FUTURE NB: Please note that this plan m ay be subject to change, you will be inform ed of any changes via W HATSAPP WK
DATE
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18.09.17
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25.09.17
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02.10.17
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09.10.17
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16.10.17
MONDAY
TUESDAY
23.10.17
15
30.10.17
Submit your proposal form by 9am Monday
06.11.17
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13.11.17
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21.11.17
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27.11.17
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04.12.17
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11.12.17
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18.12.17 25.12.17
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01.01.17
FRIDAY
RESEARCH METHODS (Meet at Adsetts PC room 6624) FM&C STUDIO 3 Zuzanna & Natalie McCreesh 10am-1pm
FIELD TRIP LONDON Natalie McCreesh, Charlene Gallery FM&C STUDIO 3 10am-5pm
Ideas and preliminary research from summer project will be presented and discussed with tutors and peers.
ACADEMIC WORKSHOP FM&C STUDIO 3 Natalie McCreesh 2-5pm
ACADEMIC TUTORIALS Personal Branding & Social Media FM&C STUDIO 3 Employability team & Charlene Gallery 10am-1pm
LECTURE/SEMINAR Critical issues in Fashion FM&C STUDIO 3 Natalie McCreesh & Jamie Huckbody 2-5pm
RESEARCH METHODS (Meet at Adsetts PC room 6624) FM&C STUDIO 3 Zuzanna 10am-1pm
CREATIVE WORKSHOP Ideas Laboratory FM&C STUDIO 3 Natalie McCreesh, Jamie Huckbody FM&C STUDIO 3 10am-5pm ACADEMIC WORKSHOP Journal Club FM&C STUDIO 3 Natalie McCreesh FM&C STUDIO 3 10am-5pm
LECTURE/SEMINAR Fashion Conversation FM&C STUDIO 3
ACADEMIC TUTORIALS FM&C STUDIO 3 TBC 10am-1pm TUTORIAL/INTERIM ASS FM&C STUDIO 3 Natalie McCreesh & Charlene Gallery 10am-1pm
WEEK 16
THURSDAY
MODULE BRIEFING Lecture/Seminar FM&C STUDIO 3 Natalie McCreesh 2-5pm
2-5pm 14
W EDNESDAY INDUCTION WEEK
Your research should be well underway with you having identified key secondary sources Secondary research is well underway, having planned out your primary research actions primary research Reading for Journal Club INDEPENDENT RESEARCH OPPORTUNITY Fashion & Psychoanalysis Conference 14th & 15th Oct. Freud Museum London Secondary / preliminary primary research
CREATIVE WORKSHOP Journal Club FM&C STUDIO 3 Natalie McCreesh & GUEST FM&C STUDIO 3 10am-5pm
INDEPENDENT STUDY WEEK - INDEPENDENT STUDY WEEK - INDEPENDENT STUDY WEEK - INDEPENDENT STUDY
READING WEEK – READING WEEK – READING WEEK – READING WEEK - READING WEEK – READING WEEK – READING WEEK – READING WEEK -
Secondary / primary research Planning creative practice / large scale primary research – you must have your research plan approved by your tutor Submit example chapter to tutor for formative feedback by 9am Friday 27/10/17 Independent research- primary research both academic and creative: photo shoots / filming / visiting galleries / interviewing Prep for Student Conference presentations
LECTURE/SEMINAR Fashion innovation FM&C STUDIO 3 Ellen Sampson & Natalie McCreesh 2-5pm
TUTORIAL/INTERIM ASS FM&C STUDIO 3 Paul Luke & GUEST 10am-1pm
STUDENT CONFERENCE FM&C STUDIO 3 Natalie McCreesh & Jamie Huckbody FM&C STUDIO 3 10am-5pm
FASHION CURATION FM&C STUDIO 3 Natalie McCreesh 2-5pm
ACADEMIC TUTORIALS FM&C STUDIO 3 Freelance Opportunities Charlene Gallery 10am-1pm
Theory / written side to project work should be complete and ready for visualisation
DIGITAL WORKSHOP FM&C STUDIO 3 Tom Kaye 2-5pm
TUTORIAL/INTERIM ASS FM&C STUDIO 3 Natalie McCreesh 10am-1pm
WRITING & EDITING RETREAT FM&C STUDIO 3 Ellen Sampson FM&C STUDIO 3 10am-5pm DIGITAL WORKSHOP FM&C STUDIO 3 Tom Kaye 10am-5pm
DIGITAL WORKSHOP FM&C STUDIO 3 Tom Kaye 2-5pm
ACADEMIC TUTORIALS FM&C STUDIO 3 Charlene Gallery 10am-1pm
DIGITAL WORKSHOP/CREATIVE FM&C STUDIO 3 Tom Kaye & Natalie McCreesh 10am-5pm
Finalising visualisation / design / layout Preparing or final presentation
Submission of work HPO reception @ 3pm
STU DEN T VACATIO N STUDY WEEK
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You will decide on which specific critical topic to pursue for your assignment. Submit your proposal form by 9am Monday 2/10/17
Prep for one-on-ones with tutor panel discussing independent research progression Reading for Journal Club
Working on visualisation / design / layout SEND EVERYTHING TO PRINT IN PREPARATION FOR HAND IN
STUDENT RESPONSIBILITIES
You will be required to take a high level of responsibility for your own learning throughout the assignment, steadily progressing towards student autonomy. During your SDS time you will need to make full use of the university wide resources and technical support facilities in order to actively engage with the subject matter and develop your skills and knowledge to the required standard as you progress through the course. Maintaining a good level of professionalism is a clear indication of your commitment towards both your studies and future goals. Please make the most of the opportunities available to you throughout this assignment, attend all timetabled sessions and do not hesitate to ask for clarification during briefing sessions if you do not understand what you are required to do. You must ensure that you arrive at least 10 minutes before the session starts, ready to begin at 10am. You must arrive prepared for your sessions (notepad, pen and art materials when relevant) If you are unable to attend a session, please ensure to inform Natalie McCreesh: n.mccreesh@shu.ac.uk or via WhatsApp. It is your responsibility to catch up on work missed.
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LEARNING & TEACHING METHODS Students will be supported in their learning, to achieve the learning outcomes, in the following ways: briefing sessions, lectures/seminars and studio practice with individual and group guidance of marketing, management, branding and communication topics. Where appropriate the project may be research focused and the brief delivered in association with collaborative partners. Formative feedback is provided throughout the module and is primarily focused on helping you to reflect on and evaluate your work as it is progressing. It helps you consider the work you have already undertaken and how this may be developed and improved. It also helps you to plan how you will progress with your work. Summative feedback is provided at the end of the Task/s and also involves your tutor grading your work ASSESSMENT TEAM
in the form of work reviews and discussion will give you the opportunity to evaluate your own work, and that of your peers enabling you to act on formative, verbal feedback prior to the final submission of work for summative assessment. Regular formative feedback is provided at staged intervals to promote reflective learning and the development of specific skills and you will receive written summative feedback ASSESSMENT CRITERIA You must refer to the ‘Assessment criteria’ that accompanies this brief, which includes a comprehensive guidance on the assessment criteria for this particular task. ATTENDANCE The teaching sessions are a valuable opportunity for you to discuss your progress with your tutor and peers, they are carefully planned to help guide you through the assignment and therefore it is imperative that you make every effort to attend all timetabled teaching sessions where a register will be taken. If for some reason you are unable to attend a teaching session you must contact the module leader NATALIE MCCREESH via WhatsApp or Student Support on 0114 225 6947 or 0114 225 4670 to explain your reason for non-attendance. Failing this you can email Charlene Gallery at: c.gallery@shu.ac.uk.
FM
Your work will be assessment by Natalie McCreesh and Charlene Gallery. SUMMATIVE FEEDBACK OVERVIEW
Feedback will be provided during a one to one tutorial with Natalie McCreesh and Charlene Gallery 3 weeks after submission date. (date to be confirmed) individual appointments will be allocated closer to the date. Students will receive feedback on their performance in the following ways: Presentation of your work to peers and tutors
Please bear in mind that if you miss a session, for whatever reason, you will be expected to catch up with the work on your own, staff cannot repeat missed sessions.
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HOW STAFF WILL CONTACT YOU Staff will use announcements and WhatsApp to remind you of deadline reminders and room changes. Tutors will contact you using your university email address, so please check both Blackboard and your university emails regularly. YOUR PARTICIPATION ON THIS MODULE We refer to the scholarly level of participation as academic conversation, which entails a variety of things including academic conversation, articulation and presentation. Participation is interdependent with preparation for each week, which involves reading (highlighting, pagination post-its, margin notes, comments & questions, etc.), writing (posting to discussions, note-taking, outlining, questioning, defining, mapping, framing, summarizing, journaling, blogging, podcasting, exposition, etc.), organizing (documenting, labelling, ordering, archiving, filing, sequencing events, chronicling, etc.), reflecting (rethinking, reincorporating, remapping, analyzing, synthesizing, etc.), and speaking (discussing, podcasting, corresponding with peers, chat, etc.). One goal of preparation is to sustain increasingly sophis ticated academic conversations or engagement with the readings, course and peers. A second goal is to develop systematic approaches for engaging with the readings and your peers (i.e., developing reading, speaking, writing, organizing, and reflection form(at)s and styles that are effective).
STUDENT SUPPORT If you are experiencing any health or personal issues which are affecting your course, please contact Faculty Student Services. They can advise you of support services available to you within the University. Contact them by email at artanddesign@shu.ac.uk by phone on 0114 225 6947 or at the Faculty Student Services Helpdesk on the ground floor of the Head Post Office Building. If you wish to request an extension you can do so at My Student Record https://msr.shu.ac.uk under the ‘Extenuating Circumstances’ section.
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MODULE LECTURERS MODULE LEADER Dr. Natalie McCreesh @shu.ac.uk Critical Studies Research Fashion history & theory Fashion marketing
Charlene Gallery c.gallery@shu.ac.uk BA Course Leader Digital fashion Fashion technology Visual communication Film Fashion marketing
Jamie Huckbody j.huckbody@shu.ac.uk Brand direction Fashion journalism Styling Fashion/Art history Fashion contextual studies
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GUEST LECTURERS
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BEN TEW ELLEN SAMPSON TOM KAYE BENJAMIN THAPA
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