In this course, students will be introduced to key concepts, theories and methods of fashion marketing and communication. Students will explore relationships between brand, product and audience and the role of marketing and communication practices within wider fashion systems. They will learn about market, consumer, trend and audience research and gain skills in interpreting findings to arrive at insights that fashion brands can apply creatively in their communication strategies. Students will begin to understand how brand communication takes place and why it is significant within wider social, economic and cultural contexts. An integral part of the AAS Core 1, Core 2, Core 3 sequence is the School of Fashion Lab series. The discussion of concepts and issues that emerge from the labs will support students as they work to transfer industry insights into their own practice.

In this course, students will be introduced to key concepts, theories and methods of fashion marketing and communication. Students will explore relationships between brand, product and audience and the role of marketing and communication practices within wider fashion systems. They will learn about market, consumer, trend and audience research and gain skills in interpreting findings to arrive at insights that fashion brands can apply creatively in their communication strategies. Students will begin to understand how brand communication takes place and why it is significant within wider social, economic and cultural contexts. An integral part of the AAS Core 1, Core 2, Core 3 sequence is the School of Fashion Lab series. The discussion of concepts and issues that emerge from the labs will support students as they work to transfer industry insights into their own practice.