Subject Code: FBM102


Having a clear creative vision, then styling successfully to align to that vision is a vital requirement for any fashion retailer. To deliver a range and brand image that is well loved by consumers, requires a strong understanding of not only the latest trends by the buyer or stylist, but understanding the needs of the consumer and how they plan to work, eat and live in your range. Therefore this subject looks into how to build a creative direction for your fashion brand including developing fashion stories, delivering to a consumer’s lifestyle as well as styling effectively to drive intrigue and eventual purchase.


The aim of this subject is to provide students with the knowledge and understanding of working in fashion and trend orientated retail, such as clothing, accessories and homeware. Topics considered include: history, building a clear creative vision and brand, case examples of style icons, body shapes, personal styling, home styling, editorial, show styling, photography styling, event styling, fashion and homeware merchandising, story telling, taking a client brief and fashion trend forecasting.

Teaching and Learning Strategy

The strategies to achieve learning outcomes will be formal lectures, tutorial discussions and activities based on case studies and individual research. Furthermore, a number of practical exercises relating to real-life issues in business will be included.

Learning Outcomes

  1. Understanding the basics of photography, event, editorial and personal styling.
  2. Understanding the basics of the design process including basic textile cuts, fabrics and construction.
  3. Building a client brief and understanding their needs including body shapes and how to customise trends.
  4. Analysing the latest fashion trends and forecasting.
  5. Make decisions on how to build a creative vision and fashion brand.
  6. Critically evaluate how technology and sustainability is shaping styling and the future of fashion.


Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information.

NoTypeWeightingLearning Outcomes
1Individual Assignment20.00%2,3,4,5
2Group Assignment35.00%1,2,3,4,5,6
3Individual Assignment45.00%2,3,5,6