Study Abroad in London

Fashion Design & Marketing

Department Dean: Gill Stark, M.A.

  • M.A., Design Management, De Montfort University
  • B.A. (Hons), Art and Design (Fashion and Art History)
  • University of Leeds, 1986
"One of the greatest advantages of learning at AIU is being in London. For fashion students, we're in the heart of London's fashion industry and we offer fantastic opportunities to make contacts with industry professionals and gain experience in the industry. The international student body, study abroad students from a wide range of U.S. universities, live projects with industry, frequent fashion shows, guest speakers and opportunities to gain work experience in industry, make the department a lively and stimulating environment."

AIU London Fashion Marketing & Design Courses*

London Fashion Marketing & Design Syllabi


Prerequisites: None
A broad introduction to the medium and methodologies that will enable students to explore drawing, design, garment draping, collage and creation of an experimental range of textiles. Through demonstrations and lectures, students will gain core knowledge relating to design which will enable them to express and communicate ideas and gain an awareness of how design is used and developed in the fashion industry. This course will explain good practice, presentation and communication skills while students develop their creativity.


Prerequisites: None
Students will be introduced to the basic methods and techniques used for visual expression and communication within a design environment. Working through a combination of close tutor guidance and independent study, they will explore mixed media, and develop basic skills in drawing, painting and color theory. Based on a given design brief, they will investigate, explore, interpret and visualize various words, which they articulate as texture, marks and pattern. By the end of this course, they will have started to develop their aesthetic sensibilities along with a theoretical understanding of the fashion design process.


Prerequisites: None
Gain a broad understanding of the fashion industry and the different contexts in which it sits. Students will gain a good understanding of the structure of the industry and the way that fashion works. This will provide them with a good foundation on which to build deeper specialist knowledge as they move through their fashion program. Students will learn how to explore the business of fashion through investigation, observation and gathering of materials. They will learn to question, discuss, and argue about current fashion business issues and to put forward ideas and information in presentations and written work. Students will learn how to assess what is happening at the forefront of fashion and to think about the future for fashion.


Prerequisites: FAS 104
Students will be introduced to the use of basic manufacturing processes, construction techniques and study skills that are integral to the design process. They will keep a technical and sample file, and link it to a project brief based on the cultural, historical and contemporary uses of denim and its status as a design classic. Students will be shown how to research and develop design ideas in a sketchbook. Using the knowledge gained in manufacturing and construction, they will make a skirt or trousers and customize a T-shirt to create an outfit. Students will also keep a journal to document their learning and to review and reflect on their progress.


Prerequisites: None
Students will be introduced to fashion from a historical and contextual viewpoint. The course will introduce fashion as a cultural phenomenon that will enable students to develop an analytical approach to contemporary fashion. Fashion is understood as object, image and idea and will be explored as such through the analysis of designs, images and ideas. The course will explore the links between clothing and other mediums and will be thematic, as well as historically chronological in approach. Students will be introduced to methods of enquiry and terminology which they will be able to use in their own marketing and/or design practice.


Prerequisites: None
Gain knowledge of the concept of fashion marketing, the marketing environment and market segmentation of fashion in the UK. As students are first introducted to fashion marketing, it is important for them to learn to apply basic marketing research skills, tools and methodologies, which will enable them to research contemporary fashion companies, their products and consumers and how they operate within the wider marketplace. Through exercises and group projects, students will experience teamwork and develop an understanding of effective teamworking.


Prerequisites: FAS 111, ENG 101
This course will cover concepts, strategies and methodologies used for retailing management. Students will explore the changing retail environment and methods of distribution including e-tailing, mail-order supermarkets and store retailing through which fashion companies sell their range of products. These include clothing, accessories, perfume and lifestyle products. Students will analyze these various formats, fascias and environments that companies use in successful fashion retailing.


Prerequisites: FAS 111
Continue to develop knowledge and understanding of fashion marketing. Students will engage in analytical enquiry into the business of fashion and explore how companies create competitive advantage and become successful in business. Students will research, analyze and present an informative report on a selected aspect of the fashion industry. Their research will engage with the industry on a deeper level and will include aspects of locating and utilizing both market and competitor intelligence from a wide range of sources. Students will broaden their understanding of fashion marketing practices, and the strategies and techniques used by companies to give competitive edge. Within this context, they will also be introduced to fashion marketing in the context of the wider marketplace, taking into consideration global, environmental and cultural issues.


Prerequisites: CIS 101, FAS 111
This course introduces the techniques, processes and commercial applications of digital imaging for the fashion industry, and in particular fashion marketing. Develop a working knowledge of basic and intermediate imaging techniques and create visuals and texts, using Photoshop and Illustrator. Explore how fashion uses visual communication and image for marketing its product and creating brand awareness through advertising, advertorials and packaging.


Prerequisites: FAS 111
This course introduces students to a range of theories about how society uses images to communicate and express. Our contemporary culture is saturated with imagery. We are bombarded by images: advertising,TV, photography, film, art and the internet all clamor for our attention. Our relationship with these visual signs, how we read, respond to and/or ignore them is a key factor in the way we live our lives. This course aims to provide the student with the visual and theoretical literacy with which to survive this bombardment and turn the energy of the world of visual communication to their advantage in


Prerequisites: FAS 111, FAS 202
Study consumer buyer behavior, analyzing how consumers purchase fashion products and brands. The course will focus on research into consumer attributes and trends that inspire and influence the purchase of fashion products. Students will develop an understanding of how cultural, social, personal and psychological characteristics of consumers affect their buyer behavior. Develop an understanding about how customer attributes including geo-demographics, social class, life cycle, reference groups, lifestyles, values and attributes affect the development and marketing of international fashion products and brands. Learn how market researchers effectively communicate their findings to others, through statistical, biographical and visual formats.


Prerequisites: FAS 109
Building on the foundation knowledge (history, context and framework for the academic study of fashion) gained in Level 100, this course will explore some of the main issues surrounding fashion in contemporary culture. Students will be introduced to theories that provide the analytical tools for the investigation of fashion as object, image and idea. The course is thematic and explores mainly design, images and ideas from the 1950's onward.


Prerequisites: Basic Drawing
This course is an introduction to the concepts, techniques and uses of various mediums that will enable students to communicate their ideas. This will be achieved through drawing live models using line and color, representing texture and movement, preparing technical specification sheets and using CAD to assist in their perception and visual description of garments and how they relate to the human form.


Prerequisites: FAS 108
This course introduces students to the basic concept of working in 3-dimensions in order to create a 2-dimensional 'block' or pattern for a selection of skirts of their own design. Students will be introduced to the tools necessary for calculating specific body measurements, core terminology and cutting techniques enabling you to add seams, fullness, pleats, gathers and functional details. Working to a design brief, students will be required to explore and collect research material and develop design ideas which will form the basis of their experimental toils.


Prerequisites: FAS 108, FAS 208
Students will develop knowledge of basic pattern cutting skills focusing on the bodice. Continue to develop pattern production techniques and use of terminology, learning how to join bodice drafts to skirts and how to add 'fit' to a garment. Working to a set brief, students are required to demonstrate development through initial research, design, experimentation and final garment. The course will involve guided studio work and self-guided independent study.


Prerequisites: FAS 106
This course teaches students how to pinpoint a source of inspiration from a current or topical exhibition. Working to a set brief, they will be introduced to research development and gain an understanding of how to apply a creative working process from inspiration, to design, to product. Students will gain an understanding of how to apply the selection process to their work and how to pull information from various aspects to culminate in final range planning and capsule collections. With a strong understanding of 'idea development' and developing a 'concept', they will experiment with different media to find solutions for communicating these ideas in a creative visual format.


Prerequisites: FAS 108, FAS 208, FAS 209
This course extends students' knowledge of pattern cutting and introduces the skills required to cut and make trousers. They will continue to develop their pattern production techniques and the use of tools required for drafting trousers with an extended use of appropriate construction terminology. Students will work to a design brief requiring them to demonstrate how they developed initial research and design ideas for both the men's and women's wear market. The final outfit will consist of trousers and a contemporary top.


Prerequisites: FAS 108, FAS 208, FAS 209
In this course, students are introduced to the creative art of textiles. They will be introduced to various hand knitting, crochet and felting techniques, and discover the areas of weave, braiding and lace making. Working to a brief, the course allows the opportunity to explore, create, develop and assemble textiles into illustrated boards for professional presentation of students collection of final outfits. Students will have the opportunity to design for men's or women's wear.


Prerequisites: None
This course will introduce students to the world of fashion promotion, through an examination of external and internal promotional activities of fashion companies including; public relations, fashion styling, fashion shows, advertising, visual merchandising and the fashion media. To understand the way in which fashion promotions work to promote fashion products and brands to consumers, it is important to consider fashion promotion in relation to society and cultures. Students will explore fashion communication through engagement with the visual and written areas of fashion promotion and the production of a series of promotional assignments which communicate to the consumer using words and images.


Prerequisites: FAS 111, FAS 205
This course presents fashion retailing strategies that are used to promote products and/or brands to consumers. In this highly competitive marketplace, visual elements, window displays, location and display of merchandise within the store and selling environment are important tools for maximizing sales. This course presents these aspects of visual merchandising and helps students understand the role visual merchandising plays in the buying behavior of their customers. Students get an opportunity to create their own ideas for visual merchandising displays.


Prerequisites: None
Be introduced to the different roles that must work together to create a successful runway show. While developing an understanding of the tradition of shows and their role within contemporary fashion, students will learn the theory of fashion show production through lectures and guest talks, and work in teams to produce a professional show. Collaborating with industry professionals, (often with an industrial sponsor) and also with the 'Designers', they will have firsthand experience of the many roles and personalities in this exciting profession.


Prerequisites: FAS 111, FAS 205
This course explores the skills required for this growing specialty in the fashion industry. The stylist creates the visual fashion story whether it is for art, photography, video, window display, advertising, promotions or fashion shows. Students will have the opportunity, in groups, to spend time in a photographic studio and on location to develop an understanding of the role of stylist on fashion shoots.


Prerequisites: FAS 213
This course builds upon the cutting skills gained in the 3D Form and Construction Courses I to III and introduces how to apply drape and volume to garments. Discover and develop the techniques of manipulating paper drafts and draping directly onto the stand and to judge which method would be most suitable. There is a set design brief enabling students to work with greater autonomy as they develop the visual and verbal language with which to communicate the techniques, technologies and materials with skill and imagination. This will enable students to demonstrate good working practice in response to critical assessment.


Prerequisites: FAS 213
This course consolidates all pattern cutting skills learned at level 200 and introduces the discipline, language and terminology associated with this exacting method. It provides an introduction to methods and techniques which will enable students to tailor, shape and finish garments professionally. Working to a brief with greater autonomy, students will demonstrate development of initial research and design ideas for either a men's or a women's market.


Prerequisites: FAS 201
This course explores contemporary fashion brands and examine the strategies they use to create a unique personality, generate appeal and generally develop a 'desirability factor' for potential consumers. This course will build directly on skills and knowledge introduced in level 200 from the 'Marketing Research' and 'Fashion Retailing' courses by deepening the understanding of the complexity of brands and branding, from conception and development, through to the management and marketing of the end products. The course will cover the development of values and ethics required to develop successful brands, as well as the creation of identity, revitalization and extension strategies. Students will also explore the implications of changing environments for fashion consumers and fashion brands, and employ creative thinking, innovative problem solving and applied skills and methodologies to investigate and develop appropriate solutions to brand strategies.


Prerequisites: FAS 213, FAS 205, FAS 206
Learn about futurology, current and future fashion trends and 'desirable' fashion products. Students from both the Fashion Design with Marketing and Fashion Marketing programs will work in interdisciplinary teams to research trends and markets, and plan and manage a design and marketing project. Teams will identify an opportunity to develop a fashion range for a fashion company. This could involve repositioning an existing product range or developing a new product range for an existing market or new market. Teams will work on proposals for a range of fashion products, and the marketing of those products within an identified marketplace.


Prerequisites: FAS 112, FAS 304, MKT 344
Learn how fashion communications are planned, written managed and delivered. This course will build upon the skills and knowledge learned during the previous courses in 'Fashion Promotion','Marketing Research' and 'Marketing Development'. Through initial directed activities students will experience situations replicating the 'real-life' experience of working in the fast-paced roles of public relations and journalism. These assignments will develop knowledge and understanding of the dynamics and interplay between the key fashion promotion sectors, highlighting the methodologies required for building successful working relationships within these roles. During this course, students will be expected to work with a degree of autonomy, structuring their own time management and applied research to a professional level and developing their professional and communication skills to a higher level. Students will also be required to utilize a range of new and emerging technologies and applications to the media and communication assignments.


Prerequisites: FAS 213, FAS 214, FAS 301
Build, expand on and apply technical, theoretical and design skills and knowledge from 3D Design and Construction I-III (including Knit and Construction Techniques and Creative Drape and Volume for Fashion Design students). This course will enable students to explore and generate creative design concepts through research and interpretation of a given project brief and will give them the opportunity to demonstrate their skills through range building and planning, use of fabrication, color, selection and styling of a range of male/female garments. Working with increasing independence and autonomy, students will complete two finished outfits to a fashion show deadline. Only those outfits that are of an appropriate high standard will be considered for selection in the show.


Prerequisites: FAS 208, FAS 209, FAS 213
This course enables students to build upon the design, technical and cutting skills they have, while focusing on developing a collection that demonstrates the specialist skill, cut and engineering of menswear design, its market and trends. There is a set design brief enabling students to work with greater autonomy as they employ the materials, techniques and technologies with skill and imagination in the creation and development of their range. This will allow students to demonstrate good working practice in response to critical assessment.


Prerequisites: FAS 208, FAS 209, FAS 213
Students will have the opportunity to look at function and performance in relation to specific markets. Working to a given brief written in collaboration with industry professionals, an important element of the research will be emerging fabric technology and developments in textiles known as Smart or Modern materials. These materials are developed for specialized applications but some eventually become available for general use where they are exploited to enhance functionality, form or aesthetic. Working with increasing independence, students will examine the theoretical issues and dimensions behind these emerging markets, which are relevant to contemporary fashion and recognize their potential for future development. Students will select and apply appropriate theoretical construction methods for one outfit from their range of male/female garments.


Prerequisites: FAS 109, ENG 101
Builds on the issues surrounding fashion as object, image and idea in postmodern culture in earlier courses. This course will critically examine in depth 'theories' of fashion and some of the ethical, moral and philosophical debates that surround creative and marketing practice in the contemporary period. The material explored in the course will provide the critical and theoretical basis for honors level work in the final year.


Prerequisites: MTH 111 or MTH 120, FAS 223, FAS 224
This course presents buying practices and techniques and discusses the impact of consumer buying power, major market resources, governmental regulations, and merchandise planning and control. Pricing, purchase negotiations and open-to-buy techniques are covered.


Prerequisites: FAS 111
This course explores how different types of trends are created, how they spread, and their impact on fashion. The course involves students in both analytical and creative work as they study previous trends and predict future trends.


Prerequisites: FAS 209, FAS 301
Students are introduced to the specialist cutting and manufacturing skills involved in creating accessories. While building on existing conceptual and design skills, students will develop a strong understanding of the accessories marketplace and the relationship between this and the fashion garment industry. Students will produce a small range of pieces with the opportunity to explore millinery, glove making and fashion bags or shoes. This course provides the option to design for men or women.


Prerequisites: FAS 203
This course will enable students to further develop and enhance their individual drawing style, employing and expanding on the skills, technology and media introduced in Portfolio One. Interpret the fashion figure by drawing a variety of poses and outfits from life, discovering how the figure can be dramatized by exaggerating proportion in order to show the body and garments to visual advantage. We will examine methods of achieving professional levels of garment representation, layout and overall presentation. This will be done both manually and using appropriate computer software.


Prerequisites: ENG 101
This class teaches basic writing, interviewing and editing techniques for fashion journalism, public relations and fashion advertising. Differences between the types of journalism are presented. Each student must write an article with accompanying visuals for a magazine's audience and present their project to the class.


Prerequisites: Senior Status
The application of information technology has become critical to all areas of business. This course will explore its application to marketing communications, promotion and sales. The focus will be on fashion promotional activities but will be presented in the context of IT usage across the fashion industry.

*Courses and content subject to change.

American InterContinental University Study Abroad Programs
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