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Undergraduate

BA (Hons) Fashion Marketing and Consumer Behaviour

Digital installation showing student work across multiple screens.
Digital installation for the LCF2021 Summer Show at Victoria House | London College of Fashion | 2021 | Photography by Cara Brown & VH. Studio
College
London College of Fashion UCAS code
9K60 Start date
September 2023 Course length
3 years

BA (Hons) Fashion Marketing and Consumer Behaviour provides a broad theoretical and practical base from which to launch your career in the fashion and marketing industries. The curriculum explores the reasons why consumers make purchase decisions and prioritise certain brands over others, and integrates market research techniques to uncover consumer insights. Through vocationally focused assignments, including industry set projects, you will learn problem-solving skills to address the real-life challenges and opportunities faced by contemporary fashion businesses along with applying creative marketing and business strategies.

Why choose this course at London College of Fashion

    • Career opportunities: graduates are expected to progress to post-graduate study or secured employment with fashion businesses and market research organisations in a broad range of research and marketing related roles including brand management, consumer insights, wider digital marketing, and market research.
    • Industry links: the course includes a short industry work placement and an optional placement year in industry.

Course overview

Introduction 

BA (Hons) Fashion Marketing & Consumer Behaviour teaches the fundamental theories of marketing and consumer behaviour in the context of the fashion industry. This prepares you for postgraduate study or a career in fashion marketing, consumer behaviour and associated business functions.  Fashion businesses use market research to devise strategy and drive actions across all business verticals (from communications to product offering, experience and service) as well as to discover new market and audience opportunities.

 

  

Key Features 

·       The dynamic curriculum is delivered through challenging industry-focused projects, combining theory and practice. The course allows you to personalise your learning with a variety of topics and assessment types. 

·       You will learn to determine market and consumer needs to plan and execute integrated marketing communications using research. 

·       BA (Hons) Fashion Marketing & Consumer Behaviour will explore specialist aspects including consumer psychology, behavioural economics, research methodologies, translating data into business-relevant insights, data analysis and visualisation, digital marketing, fashion theory and business strategy in a global context. 

  

Work experience and opportunities 

You will be given the opportunity to undertake an optional industry or enterprise placement year between the second and final year of the course which will enhance your employability  by offering valuable experience and contacts within the industry as well as earning an additional Diploma in Professional Studies qualification.  You also have the opportunity to work with industry in your second year as part of the curriculum.

  

Mode of Study 

BA (Hons) Fashion Marketing & Consumer Behaviour runs for 90 weeks in full time mode. It is divided into 3 stages over 3 academic years. Each stage lasts 30 weeks. 

Course units

This course runs alongside BA (Hons) Fashion Marketing. Whilst each course has its own specialism and distinct focus, there are areas of commonality, presenting opportunities for cross-course teaching and student collaboration. The Year One, Block 1 curriculum is shared across both courses. In Year One, Block 2 the specialisms emerge. 

 

Year One  

Block 1 

Introduction to Fashion Marketing & Consumer Behaviour introduces you to your course and its subject specialism as well as to effective learning and studentship at undergraduate level. Students come from many diverse educational backgrounds and a part of this unit will enable to you reflect on your own background and how that shapes the way you approach your course.  (20 Credits)

 

The 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. You will gain knowledge about the marketing planning process, segmentation, the internal and external marketing environment, and the marketing mix.  (20 Credits)

 

Global Fashion Branding: Theory will develop your understanding of the brand building and brand management process in the fashion industry from a global perspective. You will learn how fashion businesses build brand identity, brand image and brand personality and how brands target and communicate their brand message to consumers across multiple channels. You will evaluate brand performance for a fashion business operating internationally.   (20 Credits)

 

Block 2 

Introduction to Fashion Consumer Behaviour & Market Research will introduce you to theories of consumer behaviour applied to the fashion context. This unit will help you build a foundation in market research methodologies and practice. You will learn how to conduct market research, extract consumer insights and present actions that solve business questions.   (20 Credits)

 

Global Fashion Branding: Communications will develop your understanding of integrated marketing communications and public relations in the fashion industry. You will use the components of the marketing communications mix to generate campaigns and PR strategy. Industry and cross-course collaboration will feature.  (20 Credits)

 

Fashion Cultures and Histories: This unit investigates fashion as a social, political and cultural practice. It foregrounds fashion’s role in representing and communicating identity through historical and contemporary forms of dress, from everyday style to haute couture. The unit will introduce you to key concepts, debates and ways of thinking about fashion as an expressive visual tool and a material object, and it will provide you with a foundation for further study in fashion cultures and histories.   (20 Credits)

 

  

Year Two  

Block 1 

Consumer Behaviour and Data Analysis introduces you to concepts of human behaviour through an investigation of how and why we buy fashion goods and services. You will explore nudge theory and behavioural economics and evaluate consumer behaviour in different parts of the world. You will also gain an understanding of how to use data in decision-making.  (40 Credits)

 

Critical Issues in Fashion Research will broaden or deepen your learning of areas relating to your interests in your chosen field of cultural and historical studies in fashion. You will 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.   (20 Credits)

 

Block 2  

Work Experience Based Learning gives you the opportunity to apply your subject knowledge in a work-based context.  (20 Credits)

 

Consumer Psychology introduces you to the science of consumer behaviour and the mental traits, states and processes that determine it. You will explore how consumer psychology can impact business decisions.  (20 Credits)

 

Futures and Innovation looks at current issues affecting the fashion industry in general and fashion marketing and consumer behaviour in particular. You will explore various trend indicators that are likely to point to important influencing factors in the future. This unit allows you to explore areas you could further develop in Final Year. It offers opportunities for cross-course and industry collaboration.   (20 Credits)

 

Optional Diploma in Professional Studies  

 

The Diploma in Professional Studies (DiPS), The Enterprise Diploma in Professional studies (E-DiPS) and The Diploma in Creative Computing (CCI) between stage 2 and 3, carry 120 credits, and constitute independent awards. Credits achieved on DiPS or E-DiPS or CCI are not part of the final degree award.

 

Final year    

Block 1 

Project Proposal enables you to build a foundation in the theory and practice of research, exploring a range of methodologies. You will develop a research proposal to inform your final major project.  (20 Credits)

 

Fashion Marketing & Consumer Behaviour Strategy unit develops your understanding of corporate strategy and business models to enable you to analyse fashion strategies at corporate and business levels. You can choose a specialist option that reflects your course and career aspirations.   (40 Credits)

 

Block 2 

The Final Major Project gives you the opportunity to develop a project within the general areas of fashion marketing and/or consumer behaviour. This can reflect your particular interests and future career aspirations. The final outcome of your project will be a considerable body of work and will culminate with an opportunity to showcase your work. (60 Credits)

 

Learning and teaching methods

  • Lectures 
  • Seminars 
  • Workshops 
  • Tutorials 
  • Visiting speakers 
  • Self-directed study  
  • Blended learning 
  • Collaborative Learning 

Market Research Society

The Market Research Society (MRS) is the UK professional body for research, insight and analytics. The MRS Certificate in Market Research syllabus maps to two units on BA (Hons) Fashion Marketing & Consumer Behaviour providing students with the opportunity to complete the assessment for the MRS Certificate. The focus of the MRS Certificate is on the development of understanding of key principles and ‘real world’ research practice, enabling candidates to discuss how data is collected and used to address business problems. The MRS curriculum, including Code of Conduct, is embedded in units in the first and second year of the course. Students are encouraged to apply for the Certificate in Market Research in their second year of study.

LCF facilties

  • An image of the LCF library at John Prince's Street
    Credit: © Ana Escobar © Ana Escobar, An image of the LCF library at John Prince's Street © University of Arts London
    Library and archives

    Take a tour of LCF's world renowned fashion library, ideal for research and study.

  • Scientists in labs wearing white robes and using different tools to create cosmetic products
    MSc Cosmetic Science students working in the labs
    FBS facilities

    Take a tour of our fashion business facilities at John Prince's Street and High Holborn.

  • Canteen, Mare Street
    Canteen, Mare Street Photography by: Ideal Insight
    Social spaces

    Explore the social spaces across LCFs six sites to study, relax or meet friends.

  • LCF at Stratford Exterior Design
    LCF at Stratford Exterior Design
    LCF's move

    LCF is moving to a new single campus on the Queen Elizabeth Olympic Park in 2023. Find more information about the College’s relocation.

Staff

Louise Stuart Trainor is the course leader for BA (Hons) Fashion Marketing & Consumer Behaviour. Louise began her career in trend forecasting after initially studying fashion design. Through research and consumer insight roles at Fashion Snoops, Stylesight and WGSN she honed her skills in future strategy and trend interpretation. Her work enabled brands to improve their marketing, product design and business strategies. Through trend forecasting agencies such as The Future Laboratory and WGSN, she has consulted with the likes of Samsung, Ralph Lauren, Shiseido, Nike and ASOS on a wide range of bespoke projects including consumer trends, sustainability, technology and communications. Louise began working at LCF in 2015 and has led units such as Futures & Innovation, Collaborative Group Projects and Brand Management and Consumer Insights. Louise led the validation of the BA (Hons) Fashion Marketing & Consumer Behaviour course and has tailored the curriculum to meet industry demands.

Luis Parada. Prior to joining the BA (Hons) Fashion Marketing team, Luis was tutor and programme manager (foundation year) at ISC Istituto Marangoni, London. He has been the course leader in Fashion Design and lecturer at Modatex and Citex, Porto, Portugal, lecturing fashion marketing to fashion design students and marketing to fashion business courses. Luis has worked as a trend researcher, co-coordinating the Portuguese Colour Proposal and a delegate at InterColor representating ANIVEC / APIV and as freelance consultant at 'from Portugal' - International Textile and Apparel Product Presentation Forums. Read Luis Parada's full profile here.

Fees and funding

Home fee

£9,250 per year

This fee is correct for 2023/24 entry and is subject to change for 2024/25 entry.

Tuition fees may increase in future years for new and continuing students.

Home fees are currently charged to UK nationals and UK residents who meet the rules. However, the rules are complex. Find out more about our tuition fees and determining your fee status.

International fee

£25,970 per year

This fee is correct for 2023/24 entry and is subject to change for 2024/25 entry.

Tuition fees for international students may increase by up to 5% in each future year of your course.

Students from countries outside of the UK will generally be charged international fees. The rules are complex so read more about tuition fees and determining your fee status.

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Entry requirements

The standard minimum entry requirements for this course are: One or a combination of the following accepted full level 3 qualifications.  

• A Level Passes at Grade C or above to total a minimum 112 new UCAS tariff points (preferred subjects include, Business Studies, Economics, Fashion Studies, Information Technology, English, Languages, Media Studies and Psychology);  

• Distinction at Foundation Diploma in Art and Design;  

• Distinction, Merit, Merit in BTEC Extended Diploma;  

• Merit at UAL Extended Diploma;  

• Access Diploma or 112 new UCAS tariff points from the Access to HE Diploma;  

• 112 new UCAS tariff points (equivalent to 280 old UCAS tariff points) from a combination of the above qualifications or an equivalent full Level 3 qualification;  

• or equivalent EU or non-EU qualifications such as International Baccalaureate Diploma;  

• and Six GCSE passes at grade A*-C or grade 9-4, to include a grade C or grade 4 in Maths.  

 

APEL (Accreditation of Prior (Experiential) Learning)  

Applicants who do not meet these course entry requirements may still be considered in exceptional cases. The course team will consider each application that 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  

Each application will be considered on its own merit, but we cannot guarantee an offer in each case 

English Language Requirements  

IELTS level 6.5 with a minimum of 5.5 in reading, writing, listening and speaking. Please check our main English Language Requirements. 

 

Selection criteria

The course team seeks to recruit students who can demonstrate:  

• A strong interest in fashion marketing theory and practice  

• Analytical problem-solving skills, and the potential to develop professional, communication and business skills necessary for future industry challenges  

• Curiosity about fashion consumers’ needs and how they want to buy fashion products and services across a range of markets  

• Fashion industry experience  

• Motivation to succeed on the course and work in the fashion industry  

 

Applicants could consider these questions when writing their Personal Statement:  

• Why do you want to study BA (Hons) Fashion Marketing & Consumer Behaviour at London College of Fashion  

• Which units are you particularly interested in studying, and why  

• How do you plan to use your studies in your future career  

• What do you think are the key skills and attributes a fashion marketing professional needs  

• How do these match your personal skillset  

Apply now

Home International

This section includes all the information you need on how to apply, how your application is considered and what happens next.

You should apply through UCAS and you will need the following information:

University code:          U65

UCAS Code:                 9K60

Deferring your place

This course accepts requests from offer holders to defer their place for one academic year. Deferral requests are granted on a first-come, first-served basis until all deferral places are filled, or a deadline has been reached, whichever is sooner. Read our Admissions Policy for details, including how to request a deferral and by when.

Transfers

If you are currently studying somewhere else on a course in an equivalent subject area and would like to transfer to this course, you can transfer to:

  • Year 2 - if you’ve completed 120 credits in Year 1.
  • Year 3 - if you’ve completely 240 credits in Years 1 and 2.

Apply via UCAS and choose Year 2 or 3 for your POE (Point of Entry)

Please check our Student Transfer Policy for more important information and be ready to provide us with your current course handbook and Year 1/Year 2 unit transcripts.

Please be ready to provide an official document (translated into English) from your current university, explaining the learning outcomes of the units you have completed.

Application deadline

We recommend you apply by 26 January 2022 for equal consideration. However this course will consider applications after that date, subject to places being available.

You can only apply to the same course once per year. Any duplicate applications will be withdrawn. Applications for this course can only be accepted for this year of entry.

What happens next

All application forms, personal statements and references are read and considered by the course team against the selection criteria listed in the Entry Requirements and Selection Criteria sections.

How we notify you of the outcome of your application

If you applied through UCAS the result of your application will be communicated to you via UCAS through UCAS Track. 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.

This section includes all the information you need on how to apply, how your application is considered and what happens next.

There are 2 ways international students can apply to an undergraduate course:

You must apply through UCAS, where you will need the following information:

  • University code – U65
  • UCAS course code – 9K60

Read our immigration and visa information to find out if you need a visa to study at UAL.

You can only apply to the same course once per year. Any duplicate applications will be withdrawn. Applications for this course can only be accepted for this year of entry. Applications for deferred entry cannot be accepted. Read the UAL international application advice for further information on how to apply.

Deferring your place

This course accepts requests from offer holders to defer their place for one academic year. Deferral requests are granted on a first-come, first-served basis until all deferral places are filled, or a deadline has been reached, whichever is sooner. Read our Admissions Policy for details, including how to request a deferral and by when.

Transfers

If you are currently studying somewhere else on a course in an equivalent subject area and would like to transfer to this course, you can transfer to:

  • Year 2 - if you’ve completed 120 credits in Year 1.
  • Year 3 - if you’ve completely 240 credits in Years 1 and 2.

Apply via UCAS and choose Year 2 or 3 for your POE (Point of Entry)

Please check our Student Transfer Policy for more important information and be ready to provide us with your current course handbook and Year 1/Year 2 unit transcripts.

If you are an International applicant and studying outside the UK, please complete your Direct application and then contact us via your UAL Portal to ask to be considered for Year 2/Year 3.

Please be ready to provide an official document (translated into English) from your current university, explaining the learning outcomes of the units you have completed.

Application deadline

We recommend you apply by 26 January 2022 for equal consideration. However this course will consider applications after that date, subject to places being available.

What happens next

Immigration History Check

Whether you are applying online via UCAS or through a UAL representative you will need to complete an Immigration History Check to identify whether you are eligible to study at UAL. Do be aware, if you do not complete the Immigration History Check we will not be able to proceed with your application.

Initial application check

All application forms, personal statements and references are read and considered by the course team against the selection criteria listed in the Entry Requirements and Selection Criteria sections.

How we notify you of the outcome of your application

If you applied through UCAS the result of your application will be communicated to you via UCAS through UCAS Track. If you have applied directly or through an agent, we will notify you through the UAL portal. 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.

After you apply

All application forms, personal statements and references are read and considered by the course team against the selection criteria listed in the Entry requirements and What we look for sections.

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.

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.

Interview week

Applicants on some courses may be invited to attend an Interview. Further details will be sent to you with your interview letter, confirming location and date. International applicants should contact the Admission Office by emailing lcf.international@arts.ac.uk about portfolio requirements (if applicable), interview times and dates.

Potential changes to course structure

Please note: the information outlined is an indicative structure of the course. Whilst we will aim to deliver the course as described on this page, there may be situations where it is desirable or necessary for the University to make changes in course provision, for example because of regulatory requirements or operational efficiencies, before or after enrolment. If this occurs, we will communicate all major changes to all applicants and students who have either applied or enrolled on the course. Please note that due to staff research agreements or availability, not all of the optional modules listed may be available every year. In addition, the provision of course options which depend upon the availability of specialist teaching, or on a placement at another institution, cannot be guaranteed. Please check this element of the course with the course team before making a decision to apply.

Webpage updates

We will update this webpage from time to time with new information as it becomes available. In the meantime, if you have any questions, please use the register your interest form above.

Careers

All of our undergraduate courses offer career development, so that you become a creative thinker, making effective contributions to your relevant sector of the fashion industry.

LCF offers students the opportunity to develop Personal and Professional Development (PPD) skills while studying through:
  • An on-course work experience or placement year. Please note, this is not available on every course; please see the Course Details section for information about work placement opportunities.
  • Access to to speaker programmes and events featuring alumni and industry.
  • Access to careers activities, such as CV clinics and one-to-one advice sessions.
  • Access to a graduate careers service
  • Access to a live jobsboard for all years.
  • Advice on setting up your own brand or company.

London College of Fashion

Contact

Telephone

+44 (0)20 7514 7400
Address
20 John Prince's Street
London

W1G 0BJ