De Montfort University Dubai

Fashion Business BA (Hons)

First year

Block 1: Fashion Consumer and Marketplace

In this module, you will study the fundamental principles of marketing, covering key concepts such as the marketing mix, segmentation, targeting, and positioning. This knowledge will enable you to understand the consumer and craft detailed customer personas, aiding in the identification of a brand’s target audience.

You will gain insights into commercial awareness and what is meant by the marketplace, exploring both traditional brick-and-mortar stores and the dynamic realm of e-commerce. You will also examine the future of the fashion retail experience, gaining a comprehensive overview of this evolving landscape.

Additionally, this module will introduce you to the intricacies of fashion roles and responsibilities. You will learn practical skills in computer aided design (CAD), fabric identification, and construction methods. By understanding how different garment qualities cater to distinct target customers, you will gain a good insight into fashion product.

Assessment: 100% report

Block 2: Fashion Business

This module teaches the fundamental principles of the fashion business within a global context. The module will inform at an introductory level the subjects of fashion business innovation, marketing merchandising, strategy and digital enterprise.

The module will introduce the merchandising subject area with consideration of the development of basic merchandising skills and theoretical concepts. Students will be taught the use of software to develop a range plan and a critical path. Additionally, students will explore and apply relevant theoretical concepts in the areas of fashion innovation, marketing and business strategy to underpin their understanding of contemporary issues within these subject areas of fashion business.

This module will equip the students with a sound knowledge of new digital technologies within the fashion business and how this relates to the future development of the subject area.

Block 3: Fashion Lifecycle

This module explores the buying process within a fashion business: From trend and colour prediction, range planning, product development and the role of sustainable sourcing, through critical path management to sales analysis and trading.

Students will communicate and present ideas through Adobe Creative Suite to develop a range of garments, implementing knowledge gained on fabric identification. Adobe skills will be developed, enabling students to become CAD proficient, while developing their own Digital portfolio.

The ethos of responsible design and the relevant United Nations Sustainable Development Goals (SDGS) will be reflected in this module.

Block 4: Sustainable Futures

This module engages you in personal reflection and development with consideration of your professionalism and your future impact in the fashion world. The module content is further underpinned by theoretical studies delivered by the Design Cultures to contextualise current practice within a historical framework. You will consider origins and influences - how traditions develop and evolve in response to social and political, as well as research methods, visual literacy, and the skills for academic writing. Sessions will promote interaction and analytical thinking with an understanding of inclusive and ethical practice.

Assessment: 50% presentation and 50% assignment

Second year

Block 1: Business Models and Fashion Management

This module will emphasise the importance of analysis within global fashion business models, change management strategies and risk analysis, to apply statistical models as a means of problem solving and making informed business decisions. It includes theories, models, frameworks, tasks, and roles of management, including the management of people and corporate social responsibility, together with rational analysis and other processes of decision-making within different organisations.

Assessment: 80% business report and 20% group presentation

Block 2: Design Innovation and Sustainable Futures

This module teaches the fundamental principles of sustainable design innovation and the future of fashion within a global context. The module will examine the key issues and considerations of sustainability from a design innovation perspective. The module will introduce the circular economy with consideration of the implications of cost versus planet. You will explore and apply relevant theoretical concepts in the areas of design innovation, sustainability, and fashion business.

Assessment: 100% written assignment

Block 3: Fashion Business Analytics

This module will allow you to use business analytics and predictive analytics to justify product development, business decisions, and determine fiscal management decisions. Data science meets fashion, with the use of predictive and survival analysis. Past, current and future trends and patterns will be analysed against the changing economy. The tools used will include industry software and will examine typical fashion data such as financial trading sheets, product performance and category analysis. Business theories and strategies will be contextualised and will enable the student to review the performance of businesses to make informed decisions and recommendations for both ethical and financial gain.

In addition, a mentoring programme (Gurus and Grasshoppers) will run alongside this module, whereby second year students will manage and mentor a small assignment with a group of first-year students. The aim is to build their community and connections, and develop their leadership and people management skills to enhance employability.

Assessment: 60% presentation and 40% phase test

Block 4: Fashion Marketing, Communications and Branding

This module has been designed to provide you with an appreciation of Fashion Marketing and how the industry uses specific tools to promote and entice consumers into purchasing its products through persuasive ways of promotion. Subjects studied include market research, consumer behaviour, digital marketing, marketing strategies, PR, Editorials, Promotional techniques, Branding and Brand Equity, all within a commercial fashion context. This module is future-focused on exploring contemporary methods of digital marketing and social commerce. Throughout this module, you will have to build relevant skills such as critical thinking, problem solving, strategic decision making, presenting, analytical skills and self-directed research.

Assessment: 50% CAD portfolio and 50% branding report

Third year

Block 1: Fashion Business Solution

Fashion Business Solution

This module will emphasise the importance of the functions and processes within the fashion business, including corporate behaviours and cultures and their influence upon the external and internal environment. You will build a strategic business plan for the retail industry, exploring strategic changes within the organisation and addressing societal and economic challenges. You will also consider economic impact and develop a plan for a circular system, leveraging circular and sustainable solutions for the business in conjunction with an NGO enterprise, working towards a standard such as B-Corporation certification. A business structure and framework that considers people, planet and profit as a core value of the business with a focus on the internal and external stakeholders within an organisation.

Assessment: 60% presentation and 40% business plan

Block 2: Fashion Enterprise and Innovation

Fashion Enterprise and Innovation

This module offers the opportunity for you to build your enterprise skills and push innovative concepts in a professional context, in response to an industry-led brief. You will apply innovative design thinking and problem-solving tools and techniques to produce solutions to real-world problems. You will also learn to define problems using design thinking tools, underpinned by the Design Council’s Double Diamond 4d model (Discover, Define, Develop and Deliver).

Assessment: 60% presentation and 40% research poster

Blocks 3 and 4: Major Research Project

This module will allow you to select your own area of interest from fashion buying/marketing/merchandising/business, to carry out rigorous research and create a piece of original work under supervision. Support will be given by a supervisor to help guide the creation of a project plan with continued guidance in the management of the project.

You will develop competency in research skills including using literature to develop and support your arguments on your topic. You will also learn how to justify your approach for selecting and using information from a range of sources and will learn how to present your findings.

Assessment: 90% written and 10% presentation

A degree in Fashion Business opens up a wide range of career opportunities as you develop a broad base of skills that are in great demand with employers. You may choose to specialise in a discipline that you enjoyed studying on the programme.

We have excellent links with the fashion industry, ensuring you work on industry relevant projects and client briefs to gain more experience and build your external reputation before you graduate.