BA (Hons) Fashion Marketing

This fashion marketing course will prepare you for a successful career working in the global fashion industry in the specialised area of marketing.

  • The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. The BA Fashion Marketing course at London College of Fashion has been accredited by the CIM to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

Students from this fashion marketing course, present to John Lewis.

Students present to John Lewis - read more about this industry collaboration

Funding opportunities

Use UAL's fees and funding calculator to estimate how much your studies may cost you in your first year, and what funding may be available to you.

Use UAL’s scholarships search to find out what you might be eligible for.


Course Leader

Natascha Radclyffe-Thomas

Course Location

High Holborn

Study LevelUndergraduate
Study ModeFull time
Course Length3 years / 4 years (with placement year in industry)
Home/EU Fee

£9,000 per year.

International Fee

£17,230 per year.

Autumn Term Dates26 Sep - 9 Dec 2016
Spring Term Dates9 Jan - 17 Mar 2017
Summer Term Dates18 April - 23 June 2017
Application Route


Application DeadlineApplications for 2016/17 entry are now closed. Applications for 2017/18 entry will open in Autumn 2016.
UCAS Code9K55
University CodeU65

Content and structure

BA (Hons) Fashion Marketing is a highly specialised course for individuals who want to pursue a career in fashion marketing. The course is tailored to the specific business environment relating to fashion consumers, fashion brands, the supply of fashion products and the related international aspects of fashion marketing. You will learn how to manage marketing across a range of fashion organisations, from value brands to luxury design-led labels. You will be able to explore marketing communications, with consideration of the many media possibilities now available for communicating with existing and potential customers. You will learn about the importance of brand marketing in fashion, rather than product marketing, and will explore many aspects of fashion marketing, such as sustainable fashion marketing, digital fashion marketing, customer relationship management, consumer behaviour, international fashion marketing, creative retailing, marketing strategy, leadership and innovation. There are opportunities for collaborative projects with other students in the fashion business programme where you will gain industry relevant knowledge and practice by working with a prestigious company. National and international industry professionals interact with the course on projects, as visiting speakers, and through industrial visits. The opportunity for a placement year between the second and final year of the course enhances the employability of students through offering valuable experience and contacts within the industry. LCF Careers offer support throughout the course on increasing your career profile, and, through First Move, continue support after graduation.

BA (Hons) Fashion Marketing is based at High Holborn, adjacent to Lincoln’s Inn Fields. Other green spaces in the area include Gray’s Inn Gardens and Coram’s Fields. Situated nearby are Sir John Soane’s Museum in Lincoln’s Inn Fields, the Foundling Museum in Brunswick Square, and the British Museum in Bloomsbury. Markets worth visiting are the weekday lunchtime markets in Leather Lane and Exmouth Market. Covent Garden, with its numerous shops, bars and restaurants, the Royal Opera House and many of the West End’s theatres, is a ten minute walk away. The John Prince’s Street site, with the library, Oxford Street and Regent Street, is two tube stops along the Central line.

Course Structure

Year One  -  Stage One  -  level 4  -  120 credits 

Term One: Introduction to Study in Higher Education: Fashion Marketing (20 credits); Principles of Fahion Marketing (20 credits)

Term Two: Introduction to Cultural and Historical Studies (20 credits); Fashion Branding (20 credits)

Term Three: Marketing Collaborative Project (40 credits)


Year Two  -  Stage Two  -  level 5  -  120 credits

Term One: Cultural and Historical Studies (20 credits); Managing Fashion Marketing (20 credits)

Term Two: Researching Consumer Behaviour and Psychology (20 credits); Fashion Marketing without Boundaries (20 credits)

Term Three: Fashion Marketing Development Project (40 credits)


Professional Placement Year (optional)

Diploma in Professional Studies


Final Year  -  Stage Three  -  level 6  -  120 credits

Term One: Marketing Futures and Innovation (20 credits)

Terms One and Two: Fashion Marketing Strategy (40 credits)

Terms Two and Three: Final Major Project (60 credits)

Travelling across London

The renowned London College of Fashion library is at our John Prince’s Street site, and you will need to travel to this site, and possibly others, during your course to use the library, which is open seven days a week in term time, and for tuition and special events.

Additional Costs

All courses will require you to spend money on necessary materials during the course, (stationery, and variables according to your subject) and, in some cases, equipment so that you start the course with what you need. Details of approximate additional costs for this course will be available as a download shortly. Please note that prices may change and we cannot guarantee that costs quoted will be exact.



Our excellent resources for educating our students are two-fold: people and premises. People includes everyone at the College who contributes directly in some way to your education, whether as a subject tutor, a technician, an Open Access officer, a librarian or a study support tutor. Premises include the buildings and the facilities contained in them, such as specialist machinery, design studios and workshops, lecture and seminar rooms, and the library.

The facilities at High Holborn include excellent lecture theatres, seminar and tutorial rooms and breakout spaces. The building is shared between the College and many of the central services of the University, including the Student Centre next to the Students’ Union, the Learning Zone and the Cafe and Bar. 

Dr Natascha Radclyffe-Thomas is the Course Leader for BA (Hons) Fashion Marketing and a Senior Fellow of the Higher Education Academy with extensive international teaching experience, both studio-based and theoretical, in the UK, Asia and the US. Dr Radclyffe-Thomas has a background in fashion design, product development and marketing as a partner in the award-winning London-based directional childrenswear label Miss Fleur. Dr Radclyffe-Thomas is an active researcher who has published and presented conference papers internationally on research interests including the Chinese fashion industry, cross-cultural fashion marketing, e-learning, place marketing and the geography of creativity, sustainability and social entrepreneurship. Recent research looks at how issues such as culture, heritage, city-branding and social entrepreneurship manifest themselves in contemporary fashion marketing in the West and Asia and how cities such as London and Shanghai build fashion identities through their engagement with city branding. See Dr Radclyffe-Thomas's UAL research profile.

Chloe Mason is the Acting Programme Director for the Fashion Business programme. She has eleven years of teaching experience in further and higher education, specialising in buying, supply chain, product development and sustainability. Her career includes buying and product development for George at Asda, French Connection and Urban Outfitters.

Nicole Dunlop studied Clothing and Management at Manchester University before working in retail at companies, including Jaeger and Adams, and managing consultancy projects for clients including Etam, Graduate Fashion Week, Harrods, Karstadt, La Rinascente, London Fashion Week, Matalan, Tencel and Wrangler. She then became Head of Marketing for the Hunter brand.

Chrissy McKean is a graduate of the MSc in Industrial Relations and Personnel Management at the London School of Economics. She is a Fellow of the Chartered Institute of Personnel and Development, and a Fellow of the Higher Education Academy. Her special interests are employment relations, organisational behavior, and the fashion industry. Her research interests include employee engagement and branding at Harrods, Selfridges and Marks and Spencer.

Edwin Phiri is a Fellow of the Chartered Institute of Marketing and subject leader (Marketing) in the School of Management and Science at LCF. Edwin has an MBA in Strategic Marketing and is a passionate and keen marketer whose subject and research interests include: Marketing, Marketing Communications, Branding Management and Strategy.

Dr Ana Roncha is a Post Doctoral Research Fellow in Enterprise and Creative Collaboration and Lecturer in Fashion Branding and Marketing Communication. Dr Roncha has a background in brand development, brand management and integrated communication strategy for international markets for fashion, beauty and lifestyle brands, and has worked in-house as a Brand and Marketing Communication Manager in the US, UK and Portugal, as well as on Branding and Communications Studios with accounts such as Puma, MoMa, Lisbon Fashion Week, Salsa Jeans and L'Oreal. Dr Roncha has published and presented papers internationally on her research interests, including creative collaborations and new product development, sustainability and social enterprise, crowd-sourcing and co-creation in fashion. 

Tim Williams graduated from Central Saint Martins with an MA in Fashion Design before working in industry as a private label designer for companies including Hardy Amies, Chelsea Girl, BHS and Debenhams. He worked for labels Clements Ribeiro, Paul Smith, Luella Bartley Agent Provocateur and others before launching his own concession in Selfridges. He is currently a full time academic with research interests in the semiotics of stitching and micro production.

Dan Henderson is the Developments Director for the School of Management and Science. His fashion industry experience includes working at Marks and Spencer and Debenhams as a Senior Buyer in Menswear and at Blacks Leisure and Fat Face as the Head of Buying for Clothing. His research interests centre on the role that fashion plays in the social hierarchy of football and rugby club supporters, and the impact this has on clubs managing their ‘own-label’ branded merchandise.

Rosemary Varley is the Subject Director (Marketing and Retail) and Research Coordinator for the School of Management and Science and is responsible for academic curriculum and research development. She teaches fashion brand strategy across courses and her research interests focus on the relationship between fashion brands and their retail environment. She has authored Retail Product Management, co-authored Principles of Retail Management, and presented a wide variety of conference papers.

Rob Lakin is the Creative Director for the School of Science and Management, and started his career designing fashion menswear, womenswear and childrenswear, working for a number of brands within Coats Viyella plc and the Sears Group plc. He has extensive experience of Far East product development, manufacturing, sourcing, and CMT operations. From 2008 to 2013 Rob headed up London College of Fashion’s Flexible Programme: a unique specialist portfolio of part time undergraduate courses representing Fashion Business, Fashion Media, and Fashion Design. He has been responsible for enhancing the student experience through the development of a creative curriculum, with a variety of live industry collaborative projects including CoolBrands, Brands Incorporated, and Amnesty International. Rob continues to make a major contribution to the creative identity of the School through the design and development of new courses aimed at international students allowing them to successfully prepare for an exciting academic undergraduate career at London College of Fashion.


Developing your skills

All our undergraduate courses are concerned with the development of your personal and professional skills. On your course you will evolve from learning basic skills in your discipline through to a position where you are an independent creative thinker capable of making an effective contribution to the relevant sector of the fashion industry. Personal and Professional Development (PPD) skills are embedded in all units on every course. Speaker programmes with contributions from alumni, members of industry and others are a part of many courses, as are work placement opportunities in industry. Where relevant, students have the chance to attend trade fairs, enter industry competitions, visit exhibitions and go on field trips and visits. The central position of our John Prince’s Street site in the West End affords students easy access to all sectors of the fashion retail market. In addition, our position as a constituent College in the University of the Arts London means that our students have access to the wide range of activities and events that occur in all the Colleges and at the University’s centre. Last but not least, being in London gives every student opportunities to explore and be inspired by the cultural, intellectual and social life of one of the great capital cities of the world.

Future Careers and Graduate Prospects

Graduates who wish to continue their education at postgraduate level are encouraged to progress to suitable courses within the College, the University or elsewhere.

This is a new course so we have no graduates as yet. Graduates from the Foundation Degree in marketing and promotion, which is replaced by this course, are working in marketing and promotion roles at a number of companies, including the press offices at New Look and Jigsaw, the marketing department at Debenhams, the buying office at Selfridges, at PR companies Purple and Exposure, at ad agency Fold7, and at FHM magazine. Graduates from this year are working at Paul Smith, Burberry, and NET-A-PORTER.COM.

LCF Careers

LCF Careers provides a comprehensive career management service supporting our students to become informed and self-reliant individuals able to plan and manage their own careers.

Entry requirements

Opportunities for All

We are committed to making university education an achievable option for a wider range of people and seek to recruit students from diverse socio-economic, cultural and educational backgrounds. We are committed to supporting all our students in achieving their potential both during and after their courses.

Course Entry Requirements

Entry to this course is highly competitive: applicants are expected to achieve, or already have, the course entry requirements detailed below.

‘A’ level passes at grade C or above to total at least 280 UCAS tariff points PLUS passes in six GCSE subjects at grade C or above, with a grade C for Maths.


Access course in a relevant subject

OR equivalent awards

Preferred subjects include Business Studies, Media Studies, Economics, Fashion Studies, Information Technology, English and Languages.

This course requires a minimum 280 UCAS tariff points.

Exceptionally, applicants who do not meet these course entry requirements may still be considered if the course team judges the application demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by: related academic or work experience; the quality of the personal statement; a strong academic or other professional reference; or a combination of these factors.

Applicants are expected to show evidence of work experience or placement.

English Language Requirements

All classes are conducted in English. If English is not your first language you will be asked to provide evidence of your English language ability when you enrol.

The level required by the University for this course is IELTS 6.5 with a minimum of 5.5 in any one skill.

Please visit the UAL Language Requirements page. Read carefully and look at the relevant documents.                           

Student Selection Criteria 

What We Look For

The course team seeks to recruit students who can demonstrate:

  • Analytical problem solving skills, and who show the potential to develop professional, communication and business skills necessary for future industry challenges
  • A strong interest in fashion marketing
  • Fashion industry experience
  • An ability to work as part of a team
  • An ability to undertake self-directed study
  • A motivation to succeed on the course

This might, for example, be demonstrated by: related academic or work experience; the quality of the personal statement, a strong academic or other professional reference; or a combination of these factors.

Applicants will be expected to evidence reasons in the application for:

  • why you want to come on the course and what you will bring to the course
  • an understanding of the role of marketing within the fashion industry
  • an awareness of fashion and the role it plays in the culture of a society
  • the ability to work in a team
  • a motivation to succeed on the course
  • a motivation for working in marketing in the fashion industry.

How to apply

Home EU Applicants

You can apply online through the Universities and Colleges Admissions Service (UCAS).

Go to ‘Apply’ from the UCAS home page, where you will be able to register and create a password that gives you unique access as you complete your application form.

You will need the University code, the UCAS code for this course, and the deadline date for your application. You will find these on the Facts tab.

Contact us on: 

Telephone: +44 (0)20 7514 7973 / 7582 / 7344

Or you can use the UAL Course Enquiry Form

International Applicants

For advice about how to apply as an international applicant please visit the UAL International Application Advice page.

To apply, visit the Undergraduate section of LCF's Support for International Students page.

The International Recruitment Office at London College of Fashion will help to guide you through the application process and answer any specific questions that you may have regarding our courses. This may include portfolio advice, the application process and fee advice. We offer a ‘drop-in’ facility for applicants who may be in London and wish to obtain further course and admissions information. Please contact us for further information on this facility. We can also arrange a tour of our facilities if we are given prior notice. 

Our contact details are:

International Recruitment Office, London College of Fashion, 20 John Prince’s Street, London W1G 0BJ

Telephone: +44 (0)20 7514 7656 / 7678 / 7629 / 7940

Or you can use the UAL Course Enquiry Form

Deferred Entry

Deferred Entry is normally only allowed in exceptional circumstances. Please contact us before you submit your application if you are considering applying for deferred entry.

What Happens Next?

All application forms, personal statements and references are read and considered by the course team against the selection criteria listed on the Entry Requirements tab, under What We Look For.

International applicants will undertake an interview (in person or by telephone) and the outcome will be communicated to you.

If you applied through UCAS the result of your application will be communicated to you via UCAS through ucastrack. You will only receive further communication directly from the College if your application has been successful. This will be in the form of a full offer pack including details of accommodation, fees, and other important information.

Showing your Work

All final year students are given the opportunity to profile their work online via Showtime. London College of Fashion can make no guarantee that your work (either in sum or in part) will be shown, exhibited or profiled in any way as part of your course. All student work appearing in College organised events, catwalk shows, exhibitions and other forms of showcase, is selected by a panel of senior staff and, in some instances, external industry judges.

Course units

Year One

In the first term you will study two units.

Introduction to Study in Higher Education: Fashion Marketing gives you an understanding of your personal and professional development at university, with three core purposes: to introduce you to the necessary learning skills for undergraduate study; to show you where you are situated within the College and the University; and to help you understand what you will learn on your course and how you will develop your skills.

Principles of Fashion Marketing introduces you to what marketing is and how it is defined. You will learn about the role of marketing, its cross-functional importance and its contribution to fashion business success. The unit also looks at the role of marketing as a service provider within the organisation, and as a contributor to understanding the key stakeholders in a fashion business, including customers. You will gain knowledge about the marketing planning process, segmentation, the internal and external marketing environment, and the marketing mix. You will gain an understanding of the language and terminology of marketing, and the unit gives you a foundation for future learning.

In the second term you will study two units.

Introduction to Cultural and Historical Studies introduces you to key concepts and ways of thinking about fashion and its context in society and culture. You will attend lectures, seminars and workshops, and do a significant amount of reading of academic texts in order to complete a formal academic essay for assessment.  Completion of this unit will allow you to make an informed choice of subject for study in the second year Cultural and Historical Studies unit.

The Fashion Branding unit develops your understanding of the brand building process in the fashion industry. You will learn the ways in which fashion retailers build brand identity, brand image and brand personality, and how they communicate their brand message to consumers across multiple channels. You will apply market research methods and evaluate consumers’ fashion brand experiences. You will work in a group to undertake a case study of a UK fashion brand.

In the third term you will undertake the Collaborative Project unit. This gives you the opportunity to work collaboratively with other students. This mirrors the real-world challenges faced by fashion enterprises that depend on close working relationships between departments. You will consolidate the knowledge and skills that you have already acquired, and the project will give you opportunities for fieldwork and research, as well as increasing your teamwork and presentation skills. The project will be concerned with the development and expression of brands in the fashion marketplace, and you will have an operational focus.

Year Two

In the first term you will be able to study a Cultural and Historical Studies unit of your choice that will broaden or deepen your learning of areas relating to your interests in your chosen field. You will have the opportunity to participate in lectures, seminars and workshops with students from other courses within your School, and will read relevant academic texts and complete a formal academic essay for assessment.

Also in the first term, the Managing Fashion Marketing unit gives you the opportunity to develop as a manager. The focus of this unit is about developing the marketer as a manager. You will acquire the knowledge and understanding required to develop and manage the marketing infrastructure, capability and capacity from an operational perspective. You will develop your ability to handle the key resources that are used to achieve fashion marketing objectives; including financial, human and physical resources. You will develop an understanding of management, human behaviour and motivation in an environment of organisational change and development within the fashion marketing function. The unit will develop your appreciation of the management objectives in fashion business organisations, and how they are achieved through people.

In the second term the Researching Consumer Behaviour and Psychology unit introduces you to concepts of consumer behaviour and psychology through investigation of how and why we buy fashion goods and services. You will investigate how consumer identity is formed, and develop your understanding of fashion psychographics and cross-cultural values and how these may inform fashion marketing practices. You will apply market research methods and evaluate consumer behaviour in different parts of the world.

Also in the second term, the Fashion Marketing without Boundaries unit prepares you for working in an industry where traditional geopolitical and physical boundaries are becoming less relevant because of the rise in the use of online retailing and digital marketing techniques. Digital and mobile marketing will be explored in a global context and related to the broader concepts of customer acquisition and relationship marketing.  

In the third term you will undertake the Fashion Marketing Development Project. This is a project that involves making marketing decisions and/or recommendations based on research. You will undertake quantitative research, analyse the data collected, and draw conclusions from that research. This will be used to inform fashion marketing decisions, or to make recommendations in a specific fashion marketing context. In this unit you will experience a combination of classroom based teaching, fieldwork for your research and independent learning.

Professional Placement Year

You can opt to undertake the Diploma in Professional Studies (the Diploma), a University of the Arts London Award for a period of industrial placement of at least 30 weeks duration. The placement is undertaken during the third year of the four-year Bachelor’s degree during which you normally will be working full-time in a company. You will be able to experience the pace, atmosphere and discipline of working in the industry through your involvement in the day-to-day activities of a fashion business. This will give you practical experience of the roles, functions and operations in the fashion industry that you have studied on your course. There is flexibility to combine a work placement overseas (minimum 20 weeks) with a period of overseas study (minimum 10 weeks). You will be required to write a negotiated report on your placement, which will focus on issues or opportunities related to the placement company. This will develop your study skills and allow you to demonstrate your research, analytical and evaluative skills. Successful completion of the year will give you the additional qualifications of a Diploma in Professional Studies.

Final Year

In the first term you will study the Futures and Innovation unit. You will look at current issues affecting the fashion industry in general and fashion marketing in particular.  You will explore various trend indicators that are likely to point to important influencing factors in the future. Scenario planning and futures forecasting will be investigated, and the specific content of the unit will evolve as the fashion industry changes.

In the first and second terms you will undertake the Fashion Marketing Strategy unit. This gives you the opportunity to develop your understanding of corporate strategy and business models, which will enable you to analyse fashion strategies at both corporate and business levels. You will also learn how to formulate strategic plans for businesses in different contexts, such as online and international markets. You can choose a specialist direction that reflects your course and career aspirations.

Throughout the final year you will do your Final Major Project. This gives you the opportunity to develop your project proposal from your initial idea, and negotiate your final project brief within the general area of marketing with your supervisor. This will reflect your particular interests and your future career aspirations, and the final outcome of your project will be a considerable body of work. This will be communicated to a relevant audience via an appropriate medium as the culmination of your project.

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