The Retailing and Consumption of Fashion Brands
Two of the following high street branded fashion retailers: Superdry, Jack Wills, Hollister, All Saints, Joules, Reiss or Fred Perry, You have been briefed by the Marketing Director to fully research two retail brands (from the choice of above) and asked to critically evaluate the key fashion marketing challenges facing both these fashion retailers in your specified chosen location drawing on theories and concepts relating to both fashion retail and consumption that have been presented in the module. At the end of your assignment, you may also make key marketing recommendations for the brands. please see the assignment detail in the document of “assignment “and”assignment and requires” . please write based on the ppt slides and find more journal articles as i send to youl
MK4S22: The Retailing and Consumption of Fashion Brands 2014-15
The learning outcome will be assessed by a single, individual assignment of 5000 words which will require the students to demonstrate a critical reflection of the theories and concepts relating to fashion retail and consumption presented in the module.
To pass the module students must achieve an overall minimum mark of 40%.
Identifying a large city with which you are familiar, select:
Two of the following high street branded fashion retailers: Superdry, Jack Wills, Hollister, All Saints, Joules, Reiss or Fred Perry,
You are a Marketing Executive for a Marketing Agency in Cardiff. You have been briefed by the Marketing Director to fully research two retail brands (from the choice of above) and asked to critically evaluate the key fashion marketing challenges facing both these fashion retailers in your specified chosen location drawing on theories and concepts relating to both fashion retail and consumption that have been presented in the module. At the end of your assignment, you may also make key marketing recommendations for the brands.
Word count 5,000 words ( +/-) 10%
Please note to help with this assignment a facilitated visit to Cardiff (worksheet included) will be run, please make every effort to attend and participate.
The following represents the broad criteria that will be used when marking your work. Please see your Scheme Handbook for further details.
% Offical Coding – Standard Achieved Comment
80-100 D – Distinction Exceptional work
70-80 D – Distinction Excellent work
60-69 M – Merit Pass Very good work
50-59 P – Pass Good work
40-49 P – Pass Reasonable work
30-39 F1 – Fail (Narrow Fail) Poor work
0-29 F2 – Fail (Clear Fail) Unacceptable work
There is a word limit of 5,000 words maximum (+/- 10%). All work must use be double-line spaced and all pages should be numbered. Report format is required. Work must be submitted online via Turnitin. Please note that once you have submitted work to Turnitin you can not resubmit again for 24 hours. This is particularly important in the 24 hours before the submission deadline i.e. if you submit a draft within 24 hours of the deadline you will not be able to submit again before the deadline.
Your assignment requires you to Critically Evaluate the key fashion marketing challenges facing two fashion retailers of your choice in your specified chosen location drawing on theories and concepts relating to both fashion retail and consumption that have been presented in the module.
During our visit you will need to consider some of the following consumer behavior theories and topics covered during the course. These include:
1. Classical Conditioning, Operant Conditioning, Decision Making Models, Maslow Hierarchy of Needs, Freudian Theory
2. ABC Model, Attitudes are made up of three components:
Affect: the way a consumer feels about an attitude object
Behaviour: a consumer’s intentions to do something in relation to an attitude object
Cognition: a consumer’s beliefs about an attitude object
3. Hierarchy of Effects, Cognitive Dissonance Theory, Fishbein Model, Theory of Reasoned Action, Theory of Planned Behaviour
4. Reference Groups, The Self, Lifestyle, Culture, National Culture, Sustainability
5. Retail marketing including Category Management, Omni channel marketing, Services Marketing and other marketing topics covered during the course
You should also consider how useful these theories are for explaining:
1. How you decide what to buy
2. What motivates you to buy
3. Your attitudes, feelings and beliefs about the retailers
4. What the clothes and brands mean to you
5. Your service encounter with these brands
6. Other reflective experiences drawn from research into these brands
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