Strategic Fashion Brand Management

This module aimed to critically asses the factors that contribute to branding decisions. The module provided the ability to critically analyse fashion branding attributes as well as the management of strategic branding in the market place, otherwise known as “brand equity” which is critical when communicating with the manufacturer, retailer, and consumer.

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The first assessment called for a written piece that trivially analysed the decisions fashion brands face, allowing strategic thinking skills to be expanded. The focus was to grow and rejuvenate an existing brand, the chosen brand being Cath Kidston. In order to grow, it was essential that the brand improved its awareness through the strategy of extending the target market. In order to target Generation Z, collaborative theory was adopted through cooperating with Bose, a brand adored by these digital natives. Alongside extensive research using academic frameworks, the following work was harvested.