PASSION FOR FASHION Passion for Fashion S6 pupils study Fashion at <strong>Caledonian</strong> FOR FURTHER INFORMATION ON THIS DAY-RELEASE PROGRAMME: JANICE CRAIG T: 0141 331 8892 E: j.craig@gcal.ac.uk KATE MACLEOD T: 0141 331 8894 E: k.macl@gcal.ac.uk 08 GUIDANCE www.caledonian.ac.uk
PASSION FOR FASHION The content of the programme provides students with a comprehensive understanding of the fashion retailing sector. The following themes shape the curriculum:- What is the role, function and meaning of fashion? This theme considers fashion from the perspective of personal and group identity. Drawing on the history of fashion in the Twentieth Century, it considers the cultural meaning and importance of fashion, particularly in terms of its meaning and function within contemporary society. The emergence of fashion and fashion marketing is explored – and the processes for forecasting and predicting fashion diffusion, trends and cycles are examined. Within a contemporary context, the inter-relationships that exist between and among media, music, and celebrity and youth fashion are discussed. The perspective on fashion is not be confined to young people. The dynamics of fashion consumer behaviour among older customers is also explored. Making Fashion – where does fashion comes from? This theme explores the creative dimensions of fashion. It considers the fashion development cycle, beginning with the interpretation and prediction of trends in consumer behaviour and the impact upon new product development decisions. The fashion design process is examined and the role of technology in that process is considered. The fashion supply chain is explored and recognition given to such dimensions as ‘fast fashion’, ‘internationalisation’ and the ‘ethical considerations of global sourcing’. Students are also introduced to the language of fashion – specifically in terms of fabric type, garment features and construction methods. <strong>Glasgow</strong> <strong>Caledonian</strong> <strong>University</strong> has developed a successful programme for S6 Secondary School Pupils titled ‘Fashion Brand Retailing’. The overall aim of the programme is to provide young people with a dynamic, engaging, contemporary and challenging introduction to the nature and characteristics of the British fashion retailing sector. While the content of the course will be positioned within the context of the fashion and retailing sectors, the programme enables pupils to enhance and develop their personal social skills, which as well as being transferable to a variety business sectors, assist them in their preparation for employment within the fashion and retailing sectors. A number of themes have been identified as important and these are explored through the use of a wide range of learning strategies and techniques. In particular, the programme is practical in nature and it encourages students to be innovative and creative in their thinking and behaviour. Furthermore, the programme seeks to develop and enhance the students’ core personal skills in areas such as communication, numeracy, team-working and problem-solving. Upon completion of the programme, the students benefit from an enhanced knowledge of the fashion retailing sector and have a competent understanding of its demands and the employment opportunities that the sector offers. It will also provide an excellent opportunity for them to explore the nature of customer relations within a business context. How does fashion retailing work? This theme considers the features of British fashion retailing sector. Attention is given to the social, economic and cultural dimensions which impact upon the nature of fashion retailing. The characteristics of fashion retail businesses are considered – in terms of their size, organisation and ownership status. The business purposes of these companies are examined and the means by which fashion retailers achieve profitability is identified. Employment opportunities and job functions are discussed, specifically in terms of preparing for work placement experience within the sector. The theme explores the operational dimensions of fashion retailing – particularly with respect to the use of technology, as well as stock and space management, visual merchandising and display and other retailing skills. What makes a fashion retailer successful? This theme considers the factors that contribute to success in fashion retailing. Consideration is given to the marketing of fashion – specifically in relation to understanding the function of branding within the sector. Furthermore, consideration is given to other marketing activities, including pricing, press and public relations, advertising and promotion. The processes and skills associated with selling fashion are discussed, alongside the legal dimensions of retailing. The theme also considers the nature and importance of customer service excellence. The pilot programme was funded by a collaboration of <strong>Glasgow</strong> <strong>Caledonian</strong> <strong>University</strong>, the Hunter Foundation, the Scottish Executive Determine to Succeed team and <strong>Glasgow</strong> City Council. Two groups are currently attending the university one day per week for approximately 30 weeks. Student feedback has been very positive. They think that the teaching complements other subject areas in which they are currently sitting for Highers as well as giving them a taster of what university life is all about. www.caledonian.ac.uk GUIDANCE 09
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