Course Title: Fashion Brand Management

Part A: Course Overview

Course Title: Fashion Brand Management

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


Brunswick Campus


350H Fashion & Textiles


Sem 2 2010,
Sem 1 2012,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017

Course Coordinator: Professor Michael Beverland

Course Coordinator Phone: 0434390141

Course Coordinator Email:

Course Coordinator Location: 511.2.5

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

The course will cover three areas:  Fashion Styling, Visual Merchandising and how they impact on Fashion Brand Management. Fashion Styling will cover the creative and strategic aspects of promotional activity, advertising, on-line, fashion shows and special events, in the context of relevant business applications, Visual Merchandising will examine the creative and strategic challenges within a global retail environment.

You will incorporate strategic decision making in recognizing the patterns, cycles and dissemination of information. Your investigation will determine a framework to specifically apply analytical and strategic skills in the areas of  Fashion Styling, Visual Merchandising and Fashion Brand Management,

Objectives/Learning Outcomes/Capability Development

Upon successful completion of the course you will be able to:

  • Critically analyse, plan and develop creative direction strategies in fashion retail for Styling, Visual Merchandising and Branding on a micro and macro level.
  • Research and evaluate fashion brands to provide insight into styling and visual merchandising trends
  • Identify, analyse, evaluate and communicate ideas from concept to pitch to a specialist audience

In this course you will develop the following program learning outcomes:

  • Critically analyse, synthesise and reflect on complex theories and recent developments, both local and international, at a micro and macro level, to extend and challenge knowledge and practice in fashion entrepreneurship.
  • Professionally communicate propositions, processes and outcomes to address specialist and non-specialist audiences while working with cultural differences in an appropriate manner.
  • Implement research methodologies and methods to design and execute substantial applied and research projects, evaluate the outcomes and contribute to the fashion and textiles profession and the field of knowledge in fashion entrepreneurship.

Overview of Learning Activities

This course consists of lectures and group tutorials.
Lectures will introduce key concepts and theories and tutorials will provide the opportunity to be engaged in interactive class activities, group discussions and class presentations.
Resources and online materials will be included to facilitate learning.
You will have the opportunity for ‘hands on’ engagement with the fashion and textiles industry via industry specialists and your learning will also be derived from your own industry research. Current reading and research will enable completion of set tasks within your chosen area.


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.  A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

The University Library has extensive resources for Fashion and Textiles students. The Library has produced a number of subject guides that includes quality online and print resources for your studies Fashion and Textiles Library Guides

The Library provides guides on academic referencing and subject specialist help via your School Liaison Librarians.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes as demonstrated in a range of assessment tasks.  Assessment will cover both theoretical and practical aspects of your learning.  Tasks may include: projects, journals, reports and presentations.  Formative and summative feedback will be given on all assessment tasks progressively throughout the semester.

Your course assessment conforms to RMIT assessment principles, regulations, policies and procedures which are described and referenced under ’Assessment’ at:

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program director or Disability Liaison Unit if you would like to find out more information.