External Environment

An ability to recognise and respond to external opportunities and threats is crucial to the competitive success of fashion businesses. This unit places entrepreneurial start-ups and established firms within their wider economic, social, political, technological and environmental context. The unit provides a long-run perspective on this topic, looking at how firms have responded to threats and opportunities in the past and the relevance of those responses to current situations. The unit gives students an understanding of the value of understanding the external environment for all businesses; employers now expect students to be able to apply their knowledge to a range of commercial situations and to have an appreciation of the importance of managing the impact of external drivers.

Students examine how external factors impact on a firm’s access to raw materials and knowledge, the operation of its design process and its interaction with consumers. They consider how changes in the external environment have provided positive opportunities, for example the opportunity to found a firm or introduce new product ranges. They examine how firms have responded to risks, for example by seeking external expertise. Students gain an understanding of the importance of collaboration as a means of obtaining a competitive advantage.

This unit makes use of a variety of learning and teaching processes including: lectures, problem based learning, practical sessions; case studies, and discussions. Blackboard will be used to present lecture notes and supporting materials for the unit. The lectures with develop the theoretical subject knowledge, whilst the case studies and discussions will evaluate the importance and application of techniques, with practical sessions visualising these findings. Blackboard may also be utilised for assessment using Turnitin.

Demonstrate in-depth and advanced knowledge, understanding and critical awareness of current issues in their subject, discipline or profession in an international context.

Demonstrate the cognitive skills of critical thinking, analysis and synthesis, including the capability to identify assumptions, evaluate statements in terms of evidence, to detect false logic or reasoning, to identify implicit values, to define terms adequately and generalise appropriately

Apply problem-solving and decision making abilities using appropriate quantitative and qualitative skills including identifying, formulating and solving business and technical problems associated with the fashion industry

Exercise original thinking and the ability to create, evaluate and assess a range of options together with the capacity to apply ideas and knowledge to a range of situations pertaining to fashion business.

Find, evaluate, synthesise and use information from a variety of sources.

Express ideas effectively and communicate information appropriately and accurately using a range of media.

D1 Plan and implement research and data analysis to address a specific topic within a limited timeframe.

D2 Present analysis in a formal, structured, referenced, writtedn report. 

Coursework 100%

Feedback on formative and summative work will be provided within 15 working days of the submission deadline. A working day is defined as Monday to Friday, not including bank holidays and excluding student vacation periods and University examination periods.

Sandra Burke, Fashion Entrepreneur: Starting Your Own Fashion Business (Burke Publishing, 2013)

Peter Dicken, Global Shift: Mapping the Changing Contours of the World Economy (6th ed., 2011), Ch 10 ‘Fabricating Fashion’: The Clothing Industries

Christopher M. Moore and Gerle Birtwislte, ‘The Burberry business model: Creating an international luxury fashion brand’, International Journal of Retail and Distribution Management 2004 32(8), pp. 412-22.

Phyllis G. Tortora, Dress, Fashion and Technology: From Prehistory to the Present (London, 2015) Chs 5, 14, 15 and 16

Mark Tungate, Fashion Brands: Branding Style from Armani to Zara (3rd ed. 2012, London) especially Ch 1