Introduction to Consumer Behaviour for Fashion (Flexible)

Consumer Behaviour is an area of study that is becoming more and more important due to the changing nature of the current consumer and the way that consumers shop in more recent times. This short course is delivered entirely online and introduces key aspects of how to understand consumers who buy fashion products. This course introduces you to some of the broad individual and social aspects of what drives consumer behaviour and the contexts of fashion consumption within a specific market. The skills acquired on this course could also be applied to a number of other product areas.

With the fashion retail landscape changing rapidly and new generations of consumer emerging with heightened expectations of how they can shop and wish to shop for the future, retailers are faced with a situation that they cannot avoid; they have to know their consumers better than ever. Retailers need to be in touch with their consumers and know, not just how they shop, but also their lifestyle. Independent boutiques, high street and online retailers regularly spend large sums of money on consumer research and intelligence to keep track of the shifts in spending patterns and this course will aim to give you a head start at how to begin to unpack this information yourself.

The course encourages you to observe and engage with retail-fashion and read consumer behaviour traits by understanding the theory behind how it works and how you can put that into practice for yourself.

You will have the opportunity to work with an experienced tutor who will assist you with your understanding of the subject, facilitate and encourage discussion and provide feedback on your progress. You will have access to a range of online resources such as guest lectures, live critiques, podcasts, e-books, interviews and films created with industry professionals. You will also be encouraged to attend relevant exhibitions, trade events and shows wherever possible.

Course materials will be available through the Solent Online Learning Portal| and you will work independently, at your own pace, on a series of exercises designed to encourage a self-reflective approach to your personal knowledge development. Group discussion and a sharing of knowledge, experience and ideas will be actively encouraged in order to create an online ‘community of learning’ within which you will develop a network of colleagues.

A final assessment will take place at the end of the twelve-week, course for which you will be required to submit electronically a final piece of work.

Where possible and appropriate you will be encouraged to relate this unit to your working practice.

Course delivery

The course combines practical exercises with input from industry experts as well as current supporting theory. You will be encouraged to reflect on your progress while working through the course materials and exercises and developing your verbal and written communication skills.

Who is the course for?

• Independent boutique owners and staff
• High street/head office retail managers and staff
• Those thinking of setting up a fashion business
• Those thinking of a future career in fashion retail
• Those wishing to refresh or enhance their existing professional skills and improve and update their CV
• Those interested in learning about the fashion retail industry.

Key details

• Unit code: UPDU056P
• Duration: 12 weeks
• Online attendance: 5 sessions
• Expected total study time: 100 hours
• Location: online
• Credit: 10 credits at Level 4 (First year degree level)
• Certificate: 10 credits
• Fee: £350

Contact

To enquire further or apply for a place on this course, please contact Lisa Mann.

Email: lisa.mann@solent.ac.uk|
Telephone: +44 (0)23 8031 9386