BSc Fashion Buying and Merchandising / Course details

Year of entry: 2024

Course unit details:
Digital Branding

Course unit fact file
Unit code MATS21702
Credit rating 10
Unit level Level 5
Teaching period(s) Semester 2
Offered by Department of Materials
Available as a free choice unit? No


Within an increasingly competitive landscape, the communication of a brand identity is a strategic business tool of any company, yet it is one of the least understood assets. The convergence of new media has created greater opportunities and challenges for fashion brands to differentiate and to engage with the hyper-connected consumer across multiple touchpoints, yet, the existence of a small number of dominant global players disguises the intensity of competition that exists across global markets within the fashion sector. 



The unit aims to:

  • Develop intermediate research skills, which will support the development of your creative concepts.
  • Develop a deeper and more formal understanding of digital fashion branding, along with analytical and presentation skills, which underpin the design and development of an appropriate to the area of study. 
  • Develop a greater understanding of CAD in the visualisation and communication of fashion brand assets.
  • Consolidate digital media technologies and design studies undertaken to date, while creatively exploring how to apply them within a fashion context.



Learning outcomes

A greater depth of the learning outcomes will be covered in the following sections:

  • Knowledge and understanding
  • Intellectual skills
  • Practical skills
  • Transferable skills and personal qualities

Teaching and learning methods

You will be taught through a process of formal lectures, taught and supervised workshops. You will also be expected to commit to self-directed study. CAD workshops will cover fundamental concepts in visual communication, design and typography using specia specialist CAD software and techniques.  Formal lectures will cover the principle theoretical foundations brand development within the fashion environment, which will underpin your practical and strategic development.

The hours of study recommended for 1 credit is 10 hours. Recommended notional hours of study for this unit, therefore equates to 100 hours

The table below is an indicative list of lectures and seminar/ workshops to be delivered. Changes to the delivery pattern and content may arise and students will be advised of such changes at the earliest opportunity.

As lecture and workshop times/ locations are subject to change at the time of this handbook’s writing, it is the responsibility of the student to check their timetable to make sure they turn up to all lectures and workshops.



Knowledge and understanding

1A - Describe and analyse aspects of fashion branding interactions and its impact on relevant consumers and markets in the fashion industry, from both a digital and non-digital persective.

1B - Demonstrate a range of digital media design techniques and skills in the context of fashion branding and promotion, using digital multi-media (CAD) technologies where appropriate to develop and communicate these concepts.



Intellectual skills

2A - Assess key findings from research and make independent  judgements on its implications to digital brand development.


2B - Explore 2-dimensional design and visual concepts within contemporary Fashion branding (typography, colour, shape, scale, presence, purpose etc.) in the development of a digital brand asset for a specific brand.  

Practical skills

3A – Capitalise on research and analysis in order to formulate visual concepts and ideas using a combination of digital media applications and techniques, for the purpose of developing brand assets.

3B - Develop visual design work that will underpin the technological concepts that surround digital media design and its application within fashion branding and promotion.

Transferable skills and personal qualities

4A - Demonstrate the ability to ideate within the context of digital fashion branding.

4B - Communicate creative ideas using a range of styles and employing various media appropriate to the context.

Assessment methods

Method Weight
Set exercise 100%

Feedback methods

Written and verbal 

Recommended reading

  • Aaker, D. (1996), Measuring Brand Equity across Products and Markets, California Management Review38, Vol. 38 No. 3, pp. 102–120.
  • Davis, M (2009), The Fundamentals of Branding. AVA Publishing. Bloomsbury.
  • de Chernatony, L. and Dall’Olmo Riley, F. (1998), Modelling the components of the brand, European Journal of Marketing, Vol. 32 No. 11/12, pp. 1074–1090.
  • Dion, Delphine & Mazzalovo, Gerald. (2016). Reviving Sleeping Beauty Brands by Rearticulating Brand Heritage. Journal of Business Research. 69. 10.1016/j.jbusres.2016.04.105.
  • Graham, B & Anouti, C. (2018). Promoting Fashion. Laurence King Publishing.
  • Leavy, B. (2010), Design thinking – a new mental model of value innovation, Strategy & Leadership, Vol. 38 No. 3, pp. 5–14.
  • Ryan, D. (2017), Understanding Digital Marketing, edited by 4th, Korgan Page, London, UK.
  • Scott, D.M. (2010), The New Rules of Marketing and PR: how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly.  Hoboken, New Jersey: John Wiley & Sons.
  • Wheeler, A. (2013). Designing Brand Identity. 4th ed. Hoboken, New Jersey: John Wiley & Sons.


Study hours

Scheduled activity hours
Lectures 12
Independent study hours
Independent study 88

Teaching staff

Staff member Role
Charlene Gallery Unit coordinator

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