A future-focused programme exploring the changing fashion industry and the integration of fashion and lifestyle.
The fashion industry is dynamic, wherein some sectors have faced a slowdown in sales as consumers shift their spending towards lifestyle goods and experiences.
To redress this, lifestyle brands have emerged in the marketplace, wherein fashion is sold alongside, for example, tech products, watches and homeware along with in-store experiences, such as yoga classes. These brands exemplify products or services that embody an individual’s interests and attitudes and seek to inspire and guide the consumer's way of life.
Capturing these changes, the MSc Fashion and Lifestyle Marketing programme is designed for students who want specialist knowledge in brand development, buying, merchandising, digital and social media marketing communications, staging the retail experience, design and trend decision making and understanding the connected consumer.
Drawing upon the latest research in the field, students will become specialists in design management and trend analysis, branding, experiential retail marketing, consumer behaviour and marketing communications, all within the context of fashion and lifestyle.
Students then have the chance to explore this theory in a practical setting through work experience, industry visits, guest speakers and live projects.
On graduating from this programme, students will join the group of British School of Fashion alumni, many of whom occupy a global presence, at a senior level in the fashion industry.
What you will study
Fashion and Lifestyle Brand Lab
Explores developing new brands and introducing them to market. Includes dimensions of brand identity, brand positioning, brand image, brand equity, branding strategies, cross-cultural branding; and sustainability in branding.
Fashion and Lifestyle Marketing: Theories and Concepts
Fundamental, strategic and communication elements of marketing. Includes role and consequences of digital technologies, considers the implications, opportunities and challenges faced by marketing practitioners in a digital setting.
Explores consumer insight and how it informs marketing practices and its role in marketing decision-making. Models of consumer behaviour are examined in the context of strategic decision-making and consumer behaviour.
Career Planning and Professional Development
Equips students with the capability to identify their own skills, values and interests and to match these with the knowledge, skills and abilities required by fashion and lifestyle marketing employees.
Fashion and Lifestyle Retail Experiences
Explores key concepts and theoretical foundations of experiential retail marketing both virtual and physical (e.g. third place retailing).
Covers buying, merchandising and distribution functions and need for need for sustainability in these functions and role of different stakeholders for sustainable fashion. Looks at the production/consumption continuum and how this may this may be managed in a more sustainable way. Also explores the end of life clothing and associated logistics considerations in dealing with recycling.
Trend and Design Decisions
Explores stages involved in the application of design to business. Includes design theory & thinking and managing the design process. Includes trend analysis and introduces students to digital tools (i.e. InDesign, Illustrator and Photoshop).
Introduction to Research Methods
Introduces students to research approaches and time management skills essential for their research project. The module provides essential knowledge of research design across key areas and adopts a critical perspective in comparing and contrasting alternative research models.
The final element of the programme gives students the opportunity to undertake an in-depth research study into students selected area.