MSc Fashion and Lifestyle Marketing


Read more about this program on the school's website

Program Description

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.

Graduate prospects

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.

Consumer Insights

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).

Fair Fashion

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.

Research Project

The final element of the programme gives students the opportunity to undertake an in-depth research study into students selected area.

Entry requirements

All entry requirements listed here should be used as a guide and represent the minimum required to be considered for entry. Applicants who are made a conditional offer of a place may be asked to achieve more than is stated.

Typical Entry Requirements

UK Honours degree 2:2 or equivalent

English Language

Academic IELTS score of 6.0 (or equivalent) with no element below 5.5.

Please note: if you are from a majority English speaking country, you may not be required to provide further proof of your English Language proficiency.

Additional Information

Other academic and vocational qualifications

Each application to GCU is considered on an individual basis. If you do not have the typical academic entry qualifications, but can demonstrate relevant work experience and/or credits from recognised professional bodies, you may be eligible to enter this course via the University's Recognition of Prior Learning scheme.

International Pathways

International students who do not meet the academic requirements may be eligible for the Pre-Masters programme at INTO Glasgow at our Glasgow campus. Successful completion of this INTO course with the required grades means guaranteed a conditional offer of a place on the degree programme at GCU London.

If you do not meet the English language requirements, you may be eligible for our pre-sessional English programme which is taught at our London campus.

Fees and funding

The tuition fees you pay are mostly determined by your fee status.

Tuition fees 2018/19

Nationality Annual tuition fees (Full-time) Average annual tuition fees (Part-time)
UK (including Scotland) and Europe £8400 £2800
International (outside Europe) £12600 £4200

If you commence your studies in September 2018 or January 2019, these are the annual or module fees that apply to the duration of your course; however, fees are subject to change.

In addition to course tuition fees, you may encounter additional costs during your time at University.


We provide high-quality education for a fair price; as the University for the Common Good, we are committed to offering accessible higher education for talented students by keeping our tuition fees low and providing a generous scholarship package of over £2.5 million per year.

Last updated Feb 2020

About the School

The British School of Fashion is an innovative academic hub developed by Glasgow Caledonian University (GCU) to create and disseminate strategic fashion business insight through its provision of leadi ... Read More

The British School of Fashion is an innovative academic hub developed by Glasgow Caledonian University (GCU) to create and disseminate strategic fashion business insight through its provision of leading-edge education, research and consultancy. Read less