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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 2024
Course length
3 years (optional 1 year placement)

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.
  • Market Research Society: London College of Fashion has been accredited by The Market Research Society to offer the MRS Certificate in Market Research.

Open days

There are currently no Open Days scheduled for this course, please check back at a later date.

Scholarships, bursaries and awards

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. 

Climate, Social and Racial Justice

We are committed to developing ethical Fashion Business practices. To achieve this, we are working to embed UAL’s Principles for Climate, Social and Racial Justice into the course.

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 Year

Industry DIPS

This optional diploma can be taken between years 2 and 3. With support from your tutors, you’ll undertake an industry placement for a minimum of 100 days/20 weeks. As well as developing industry skills, you’ll gain an additional qualification upon successful completion.

Enterprise DIPS

This optional diploma can be taken between years 2 and 3. With support from your tutors, you’ll undertake an enterprise placement year where you will explore a business idea from proposal to minimal viable product (MVP). As well as developing enterprise skills, you’ll gain an additional qualification upon successful completion.

CCI Creative Computing

Between years 2 and 3, you can undertake the year-long Diploma in Creative Computing. This will develop your skills in creative computing alongside your degree. After successfully completing the diploma and your undergraduate degree, you’ll graduate with an enhanced degree: BA (Hons) Fashion Marketing and Consumer Behaviour (with Creative Computing).

CCI Apple Diploma 

Between years 2 and 3, you can undertake the year-long Diploma in Apple Development. This will give you an opportunity to become an accredited apple developer alongside your degree. After successfully completing the diploma and your undergraduate degree, you’ll graduate with an enhanced degree: BA (Hons) Fashion Marketing and Consumer Behaviour (with Apple Development).

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 

Industry accreditations and support

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 and 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.

Market Research Society logo

News from this course

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 entry in autumn 2024 and is subject to change for entry in autumn 2025.

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

£28,570 per year

This fee is correct for entry in autumn 2024 and is subject to change for entry in autumn 2025.

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.

Scholarship search

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

Application deadline

31 January 2024 at 18:00 (UK time)

If there are places available after this date, the course will remain open to applications until places have been filled.

Apply to UAL

Home students can apply to this course through UCAS with the following codes:

University code:

U65

UCAS code:

9K60

Start your application

Apply now

Application deadline

31 January 2024 at 18:00 (UK time)

If there are places available after this date, the course will remain open to applications until places have been filled.

Apply to UAL

International students can apply to this course through UCAS with the following codes:

University code:

U65

UCAS code:

9K60

Start your application
or

Apply with a UAL Representative

Based across the world, our local UAL representatives can support you with your application from your home country. Check to see if there is a representative available in your country currently.

Find your representative

How to apply

Follow this step-by-step guide to apply for this course

Step 1: Initial application

You will need to submit an initial application including your personal statement.

Personal statement advice

Your personal statement should be maximum 4,000 characters and cover the following:

  • Why have you chosen this course? What excites you about the subject?
  • How does your previous or current study relate to the course?
  • Have you got any work experience that might help you?
  • Have any life experiences influenced your decision to apply for this course?
  • What skills do you have that make you perfect for this course?
  • What plans and ambitions do you have for your future career?

Visit the UCAS advice page and our personal statement advice page for more support.

Step 2: Interview

You may be invited to an interview following our review of your application. All interviews are held online and last 15 to 20 minutes.

For top tips, see our Interview advice.

You also need to know

Communicating with you

Once you have submitted your initial application, we will email you with your login details for our Applicant portal.

Requests for supplementary documents like qualifications and English language tests will be made through the applicant portal. You can also use it to ask questions regarding your application. Visit our After you apply page for more information.

Visas and immigration history check

All non-UK nationals must complete an immigration history check. Your application may be considered by our course teams before this check takes place. This means that we may request your portfolio and/or video task before we identify any issues arising from your immigration history check. Sometimes your history may mean that we are not able to continue considering your application. Visit our Immigration and visas advice page for more information.

External student transfer policy

UAL accepts transfers from other institutions on a case-by-case basis. Read our Student transfer policy for more information.

Alternative offers

If your application is really strong, but we believe your strengths and skillset are better suited to a different course, we may make you an alternative offer. This means you will be offered a place on a different course or at a different UAL College.

Deferring your place

You must apply in the year that you intend to start your course. If you are made an offer and your circumstances change, you can submit a deferral request to defer your place by 1 academic year. You must have met your conditions by 31 August 2024. If you need an English language test in order to meet the entry requirements, the test must be valid on the deferred start date of your course. If not, you will need to reapply. Requests are granted on a first-come, first-served basis.

Contextual Admissions

This course is part of the Contextual Admissions scheme.

This scheme helps us better understand your personal circumstances so that we can assess your application fairly and in context. This ensures that your individual merit and creative potential can shine through, no matter what opportunities and experiences you have received.

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.