The Introduction to Fashion Communication unit aims to introduce you to your course and its subject specialism as well as to effective learning and studentship at undergraduate level. It will orientate you to the practices and knowledge‐base needed to understand your discipline and help you to develop your skills for independent & collaborative learning, reflection and your own self development. Students come from many diverse educational backgrounds and a part of this unit will enable to reflect on your own background and how that shapes the way you approach your course.
PR and Branding in the Fashion Industry will introduce you to the concept of public relations as a communication tool and its relationship to branding. Through studying the evolving fashion communication landscape and the core theories and models that inform the discipline, you will develop a knowledge of contemporary practices within PR and branding. As a group, you will be introduced to research tools to help you create a fictitious brand, developing its identity, brand values and positioning. You will learn about how brands deliver their key messages and
narratives to selected audiences. Furthermore, you will be introduced to technical skills that will allow you to develop a brand concept in a visually engaging and creative manner. Individually, you will develop a plan to launch the brand and reflect on how you have applied the theories and models of communication to validate your approach.
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.
Contemporary Communication Campaigns will explore how brands are developing their communication tactics in response to the advances in digital technology. You will gain an understanding of how fashion brands deliver their key messages through their own digital platforms as well as through external channels. This unit will focus on the relationship between the fashion industry with traditional and non traditional media outlets. It will explore how brands are creating more innovative branded content due to the increasing possibilities afforded to them through digital innovations. It will also investigate the role of the influencer and how they can act as an intermediary for the brand. As a group you will learn how to develop a strategy and realise your tactics that are appropriate for both your brand and audience. Through exploring and experimenting with digital platforms you will develop a campaign that embraces innovation in the field of communication.
London College of Fashion, UAL (LCF) is a leader in fashion design, media and business education. We have been nurturing creative talent for over a century, offering courses in all things fashion. We encourage students to examine the past and challenge the present. To have inventive, assertive ideas that challenge social and political agendas. We give students the skills, opportunities – and above all, the freedom – to put those ideas into practice. By leading the way in fashion design, business, and the media, we influence culture, economics and our society. This unit will provide you with a solid understanding of LCF’ core values and how they connect to your practice. As part of this unit you will explore diversity, social responsibility and sustainability, themes which you will then apply to a selected project. At this stage the emphasis is on how you apply your thinking across these important themes to your practice. Your thinking is more important than a finished piece of work at this point.Fashion can change lives. Through teaching, specialist research, and collaborative work, this unit will get you thinking differently. We want you to use fashion to examine the past, build a sustainable future and improve the way we live. That’s why we call this unit ‘Better Lives’.
To begin 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. Options cover the broad cultural context of professional practice in media and communication. 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.
Crisis Communication and Brand Reputation
This unit provides an opportunity to gain an understanding of how current topics of cultural relevance impact on the fashion industry and how fashion brands respond to issues, including sustainability, ethics, diversity and internationalisation within their strategies. You will study brands that are communicating their responsible practices in a progressive and authentic manner and develop the ability to critique those who are not.
You will explore ways in which brands build their profiles using long‐term responsible strategies, to develop and maintain trust and relevance, and protect themselves against potential issues and crisis. Within this unit, you will be provided with the tools to respond effectively to a fictional crisis through the most appropriate media channels. In order to minimise the impact of the crisis and maximise the positive messages, you will learn ways of managing brand communication, through platforms and speaking directly to consumers and the media.
Inside the Industry unit provides an opportunity to gain insight into critical issues, innovations and challenges within the global fashion, media and communication industries. You will participate in seminars with students from your course and programme and attend panel discussions with industry practitioners. In groups you will interrogate and respond to relevant themes that emerge. The unit will also help you to identify relevant areas of professional conduct and prepare you for working in an industry context.
Situating Your Practice unit
This unit provides an opportunity to situate your practice by undertaking a project with industry. It fosters a deeper understanding and appreciation of professional practices, principles, roles and responsibilities to help you define your career ambitions. During this unit you will be expected to manage your own learning and build on existing skills and knowledge in a professional context. You will work collaboratively with students from your course and programme to produce a creative outcome in response to a brief developed with industry.
This unit provides an opportunity to situate your practice by undertaking a professional work placement. It fosters a deeper understanding and appreciation of sector practices, principles, roles and responsibilities to help you define your career ambitions. During this unit you will be expected to manage your own learning and build on existing skills and knowledge in a professional context. The unit requires a minimum of 60 work placement hours and significant personal reflection evidenced in the submission of a placement report.
LCF Careers provide career guidance and one to one opportunities starting in your first year at LCF, to help you plan ahead and prepare for your work experience. You will be expected to engage and be proactive in securing your own work experience and one that is suitable to your own personal development, skills, course requirements and career aspirations. This means producing an updated CV and directly applying to companies for work experience using LCF CAREERS LIVE, LCF’s own job board, as well as other resources. You will also be expected to feedback on your work experience after your work experience.
International Study Communication
This unit provides an opportunity to apply previous learning whilst studying your subject in a different institution. You will develop skills within your practice and gain credits for your current course whilst engaging with the academic culture of your host institution. The unit also demands a critical approach to the management of your own learning through reflection and planning. Please check with the Exchange and Mobility Officer for an up-to-date list of partnerships for your programme. Students studying at a partner institution in Europe for a minimum period of three months (approx. 12 weeks) will be eligible for Erasmus grant. We are unable to guarantee that every course will have an agreement with a partner host institution. As such, this unit is subject to availability. There will be a selection and application process for students who are interested in applying to take this unit of study.
Innovative Communication Tactics will explore how brands develop their communication strategy and put them into practice through the implementation of tactics. Through lectures and workshops, you will acquire knowledge of producing a range of communication tactics across different mediums that are core to your discipline, from concept stage to realisation. Through research and interrogation of current practices you will identify and explore communications tools used within the industry and develop an understanding of how they can be used to support the brand strategy.
Responding to a client brief, you will formulate and realise an appropriate tactic, applying your professional and technical skills to execute it. You will be encouraged to network with other creatives to enhance your ability to verbally, visual or statically communicate your ideas, situating them appropriate to the sector. You will be given the opportunity to advance your learning either through collaborative practice or through the development of relevant skills that will enable you to realise conceivable tactics.
To begin you will undertake the Research for Independent Project: PR & Communication building on the research skills you have acquired throughout the course, you will be expected to further develop and apply these skills to conduct thorough and rigorous research into a brand of your choice.
The focus of this research is to identify specific challenges the brand is currently facing and potential communication opportunities for the brand. You will be expected to plan and apply various and focused primary research techniques accompanied by self‐directed secondary research at an advanced level that will lead you to the issues and opportunities you will address in your Independent Project through a communication campaign.
You will analyse the brand’s current communication strategy and critically evaluate the brand's social, cultural and ethical context. You will also investigate trends in communication and the external environment that could affect your brand or inform the focus of your campaign.
Realising Your Tactics will prepare you for the transition into the professional world or further study. You will be expected to choose and realise one of your tactical concepts formulated in your Final Major Project, and develop them into an outcome. You will be proactive in networking and identifying appropriate collaborators and opportunities that will help facilitate the development process, or familiarise yourself with advanced techniques and skills that will help you accomplish your desired outcomes. Critique sessions with industry professionals will help inform your tactical development.
At the end of this process you will have the opportunity to showcase your work and innovatively share your achievements with others. You will also enhance your professional and career development skills in preparation for your future pathways.
You will undertake a major piece of written work for the Cultural and Historical Studies Dissertation unit. The overall aim of the dissertation is to provide an opportunity for you to demonstrate your understanding of the critical and analytical perspectives developed within cultural and historical theory and your ability to apply those perspectives in a specific study. You will research a topic of your choice that has relevance to the discipline of cultural and historical studies. This may relate to your course discipline, and should elaborate knowledge developed in prior cultural and historical studies units. You will undertake a substantial piece of structured primary and secondary research that critically engages with cultural issues relating to fashion, the body, performance, or the media and communications industries and which reflects on the critical debates
and concerns addressed in your course.
Independent Project: PR & Communication
Based on the primary and secondary research you have undertaken on the Independent Project Research unit, you will develop a 12-month PR and communication campaign for your chosen brand. Embracing recent developments in how brands communicate with their audience and stakeholders, you will produce a strategy that is contemporary and relevant to your brand. You will use idea generation techniques to produce tactics that are realistic and achievable across a 12-month period. You will continue to undertake further research throughout this unit, creatively experimenting with your tactical concepts, that will help you produce a compelling campaign.
Showing your work
All students are advised to set up a profile on portfolio.arts.ac.uk, UAL’s new portfolio platform, which can be done at any point during your time at LCF and will last for up to 12 months after graduation. This platform is often used to source student work for promotional use on the website, social media and for print and can be a great way of getting your work seen. You may also be asked to have a portfolio profile for the selection process when it comes to degree shows.