Title:	Individual Report on a Fashion Brand
Weighting:
Completion Date:
Word Count:	3,000 words (excluding references and appendices).
	Please refer to AQH-F15 Guidance for Students on the

Penalty for Exceeding the Limit for Assessed Work.

 

 

 

LEARNING OUTCOMES ASSESSED:

Upon successful completion of this module, students will have demonstrated:

 

Knowledge

1. Critical understanding of transformations in marketing practices and thinking that are occurring in response to changes in the technological and social environments.
2. Critical understanding of the need for an integrative approach in strategic marketing.
3. Critical evaluation of the challenges faced by marketers in the digital era.

 

Skills

4. Analytical and critical thinking

 

 

  

            

Context

Estimated to be worth £1.1 trillion to the global economy, and employing 430million people (Carter-Morley, 2020), the fashion industry is experiencing some significant challenges today, requiring timely and appropriate responses.

 

A report carried out by Drapers (2020) in the UK, suggests that Covid-19 and lockdown have had a considerable impact on the fashion industry.  Changes in consumers’ shopping behaviours for fashion, “shifts in social media, evolving attitudes to personal data, usage of new tech, …new retail models,” and the growing importance of sustainability, are all having an impact on fashion brands, making it more critical than ever, for brands to transform their marketing practices.

 

 

Connected Consumer 2020 – Consumer data analysis report exploring shopping habits, trends and preferences. [Online] Available from:: https://www.drapersonline.com/guides/connected–consumer–2020

 

Cartner-Morley, J. 2020.  The show must go on: fashion faces up to its Covid moment. [Online] The Guardian, 11 September. [Accessed 15 September] Available from:: https://www.theguardian.com/fashion/2020/sep/11/the–show–mustgo–on–fashion–faces–up–to–its–covid–moment

 

Your Task

 

Please read this task carefully and ensure that your address all of its requirements.

 

Select a brand from the fashion industry. This brand can operate at a local, national or international level but must have a presence in the UK and must have existed prior to “the Digital Age”.  In selecting your brand you should consider the requirements of the task, as you are expected to provide evidence of their marketing strategies and activities.

 

Thoroughly research your chosen fashion brand and the marketing environment within which it operates, to:

 

• Critically evaluate the challenges faced by those responsible for marketing the brand in the digital era (50% weighting).

 

• Critically evaluate the transformations in their marketing practices that are occurring in response to changes in the technological and social environments and draw conclusions about whether they are adopting an integrative approach. (50% weighting).

 

 

Your work should be underpinned with theory and illustrated with evidence from a range of recent, credible academic and practitioner sources.

 

 

             

Assignment Support & Student Feedback

 

Formal assessment guidance will be provided during weeks 6 and 12 of the teaching programme and throughout the module’s delivery.  Formative feedback will be available during the workshops.  You should commence your work in a timely fashion in order to receive feedback prior to submission.

 

Submission of Work for Assessment

 

• You must submit your work through turnitin before the assessment deadline. You may submit your work as many times as you wish up until the deadline for submission.  Your final submission is the submission that will be taken into account in the assessment process.  Please be aware that you may need to allow at least 24 hours between submissions on turnitin.

 

• Please include the word count (excluding contents page and list of references) on your title page.

 

 

 

Generic Assessment Criteria – Undergraduate Bachelor’s degree 

These should be interpreted according to the level at which you are working 

		Categories
	Grade	Relevance	Knowledge	Analysis	Argument and Structure	Critical Evaluation	Presentation	Reference to Literature
	86 – 100%	The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification.  There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
	76-85%	The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.  There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse and there may be some evidence of originality
	70 – 75%	The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.  There is also clearly articulated t evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied  At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
	60 – 69%	Directly relevant to the requirements of the assessment	A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein	Good analysis, clear and orderly	Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s)	May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.	Well written, with standard spelling and grammar, in a readable style with acceptable format	Critical appraisal of up-todate and/or appropriate literature.  Recognition of different perspectives.  Very good use of source material.  Uses a range of sources
	50 – 59%	Some attempt to address the requirements of the assessment: may drift away from this in less focused passages	Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance	Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose	Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms	Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic	Competently written, with only minor lapses from standard grammar, with acceptable format	Uses a variety of literature which includes some recent texts and/or appropriate literature, though not necessarily including a substantive amount beyond library texts.  Competent use of source material.
	40 – 49%	Some correlation with        the requirements of the assessment but there are instances of irrelevance	Basic understanding of the subject but addressing a limited range of material	Largely descriptive or narrative, with little evidence of analysis	A basic argument is evident, but mainly supported by assertion and there may be a  lack of clarity and coherence	Some evidence of a view starting to be formed but mainly derivative.	A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader	Some up-to-date and/or appropriate literature used.  Goes beyond the material tutor has provided.  Limited use of sources to support a point.

 

 

 

 

	35 – 39%	Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms	A           limited understanding of a narrow range of material	Heavy dependence on description, and/or on paraphrase, is common	Little evidence of coherent argument: lacks development and may be repetitive or thin	Almost wholly derivative: the writer’s contribution rarely goes beyond simplifying paraphrase	Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style	Barely adequate use of literature.  Over reliance on material provided by the tutor.
		The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.
	30 – 34%	The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.  The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied.  The work will be weak in some of the indicators.
	15-29%	The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.  The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
	0-14%	The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification.  The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.