Guidance April 2007 - Glasgow Caledonian University

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.
Glasgow Caledonian University 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 Glasgow
Caledonian University, the Hunter Foundation, the Scottish
Executive Determine to Succeed team and Glasgow 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