Fashion Management Design

The purpose of this assignment is to test your ability to
1. Deduce and analyse who the target customer of a fashion brand is.
2. Identify and anticipate the fashion needs of the consumer.
3. Identify and evaluate market trends that will provide a future opportunity for
strategic brand development.
4. Identify and evaluate fashion design trends that align with a fashion brand’s
identity and support the creative development of the brand.
Select one of the following brands:
Topshop, Adidas, Reiss or Ralph Lauren Collection.
Introduction (150 words)
Section 1
1. Deduce and analyse who the target customer of the brand is. (100-250 words)
2. Research the target customer’s fashion needs using segmentation and consumer
motivation theory. Discuss whether the target customer’s fashion needs are
currently met by the brand. Consider what the future fashion needs of the target
customer are, and how the brand could strategically develop to fulfil these needs.
(600-750 words)
3. Create a target customer profile board to visually represent the target customer.
Appendix (i)
Section 2
Select one of the market trends listed on page 2 for your chosen brand, to provide
a future opportunity for the brand’s development.
1. Evaluate and discuss the selected market trend, explaining why the trend is
relevant to the brand’s customer, and why it therefore provides a future
opportunity for the brand’s growth and development. (600-750 words)
Section 3
Select one of the following design trends listed on page 2 for your chosen brand.
1. Discuss why this design trend would appeal to the brand’s target customer, and
why it would therefore be a good fashion trend for the brand to adopt for
Autumn/Winter 2016/17 (100-250 words)
2. Create a fashion trend mood board to represent your selected design trend.
Appendix (ii)

Conclusion (150 words)

Fashion Management Design 1
Assignment 1 – 40%
Illustrated Report (2000 words)
Brief

Market Trend, please select one appropriate to your chosen brand.
1. Neutral Culture
https://www.lsnglobal.com/macro-trends/article/18091/neutral-culture

2. The Immortal Brand
https://www.lsnglobal.com/macro-trends/article/17234/the-immortal-brand

3. Neo- Tolkienism
https://www.lsnglobal.com/macro-trends/article/16196/neo-tolkienism

4. The Optimised Self
https://www.lsnglobal.com/macro-trends/article/17235/the-optimised-self

Design Trend, please select one appropriate to your chosen brand.
1. Marvelology
https://www.lsnglobal.com/design-directions/article/18139/marvelology
2.

The Living Machine
https://www.lsnglobal.com/design-directions/article/18004/the-living-machine

3. Wayward Whimsy
https://www.lsnglobal.com/design-directions/article/17900/wayward-whimsy
4. Wabi Sabi
https://www.lsnglobal.com/design-directions/article/17852/wabi-sabi

You are expected to use appropriate literature, secondary data and business intelligence
to support your arguments. All images should be directly relevant to your text.
Conclusions and recommendations to be included within the 2000 word count.
References, Appendices and Table of Contents do not contribute to the final word count.
Document Guidelines
• Make sure that all components of your submitted work are clearly labelled with
your Name, Student ID, Module Title, Module Code
• Assignment titles should be at the top of every page
• Pages numbered
• Do not split images, tables or lists across pages
• Use images to support your text where relevant
• Reference all images using the Harvard referencing guide
• Font, Arial size 12
• Double Line Spacing
Hand in Date:
4pm on 2nd of November 2015.
You must give one paper copy to the student office, with an assignment cover sheet
attached.
You must also submit an electronic copy via the module page on Blackboard. This will
be passed to Turnitin, and compared against their database for the purposes of helping
staff detect plagiarism and lapses in academic skills. For guidance on academic
integrity and related skills, please see http://library.soton.ac.uk/sash/ai.