Module Overview

 A critical understanding of consumer behaviour can make significant contribution to the success of management decision-making in the fashion-retail sector. The importance of obtaining superior knowledge in sociological consumption patterns of fashion and understanding the evolution of digital consumer data has come to the forefront in this industry for reasons including:  The evolution of consumption societies in the Western world and the consequential expansion and continually changing needs, anxieties and desires of modern consumers; The developing symbolic significance of consumption, sustainability and its relation to fashion behaviour;  The consolidated and heightened competitive environment now existing in the fashion industry; and the impact of social media growth, influence and targeting of consumers in the fashion sector.  The ability to leverage digital data to measure societal shifts and their relation to fashion at both the macro and consumer level has been transformative for brands and marketers in the fashion space.  World events, such as the recent pandemic, have shifted and changed consumer patterns and socio-economic circumstances; and the availability of information as well as targeting messaging has impacted audiences worldwide. 

The primary focus of this module is to provide the student with a superior level of knowledge of the sociological theories of consumption, and experience and understand the data revolution that has provided further insight on macro and micro consumer shifts, hyper-segmentation of consumer groups, innate preferences, unconscious bias, and motivations that drive consumers of fashion to make purchase decisions amongst multiple brands, channels and points of engagement. 

The student will acquire a critical understanding of the mechanics of consumer behaviour processes, as well as current analytics and measures. This level of knowledge will be advanced with a thorough grasp of the social implications on individual choices in the realm of fashion, and will examine the application of these theories to the development of marketing and media strategies for successful fashion brands, including how to leverage macro, micro and data trends to impact business results. This learning will bring the significance of the sociological thought processes that surround consumption activity to the decision- making forum in the fashion buying and management sector.