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DRPS : Course Catalogue : Edinburgh College of Art : Design

Undergraduate Course: Fashion Design 3B: Fashion Innovation for Branding & Business (DESI10105)

Course Outline
SchoolEdinburgh College of Art CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits40 ECTS Credits20
SummaryThis course introduces students to the importance of brand identity and basic business strategies within the discipline of fashion. The course focuses on early approaches to fashion and business, where students work as part of a design collective to identify and develop a clear brand identity and fashion collection which will develop their personal design visions and further develop their independent and team working skills, which are crucial in the preparation for working in the fashion industry sectors.
Course description The course will allow students to develop their knowledge and skills in fashion branding and business. Working collectively students will create a distinct brand ethos and fundamental business and marketing strategies.

Each brand proceeds to design and produce a contemporary fashion collection, which, subject to an internal quality review, is launched at the annual fashion shows.

Each design collective must create a strong brand presence through visual, written and verbal presentations. Students are asked to present contemporary brand philosophies, logos, intended targeted customers, retail platforms, range planning, fabric and colour palettes, social media platforms and external marketing campaigns. Whilst students work collectively to identify overarching research and brand aesthetics, they work individually on the design and production of 2-3 completed outfits.

Students on the course will also have the opportunity to interact with an external industry expert panel, receiving constructive feedback on their developing brand.

The course enables students to develop their existing skills in research, design development, pattern cutting, garment technology, knitwear, accessories, and presentation skills (through their developing DesignBook). Students also undertake strategic drawing classes in order to enhance fashion illustration, sketch and their understanding of fit, proportion, hang, materials and drape on the human body.

The brand collectives are also asked to consider topical issues relating to diversity and ethics within their philosophies, design work and marketing strategies. This supports the fashion programme's aim to encourage students to develop empathy and a celebration of human diversity at the core of their practice, allowing their work to reach global audiences and improving consumer self-esteem.

At the end of the course each student submits a Design Book (fashion portfolio) including their Brand Project and all projects completed throughout the year and all final garments, research, design journals and prototypes.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements This course is only available to students on a Degree Programme in the School of Design
Additional Costs All costs are approximate:

Basic costs of paper/sketchbooks/drawing materials - estimated at £30 per course
Basic costs of Calico fabrics for experimental prototyping - estimated at £40
Costs of Printing for presentation submission - estimated at £40

Students are expected to budget for material sampling, finishes/fastenings, print, shoes, accessories
Costs for finished garments fabrics is subject to individual budget planning, students are advised to seek sponsorship and methods of keeping costs as low as possible.
Information for Visiting Students
Pre-requisitesOnly open to Visiting Students admitted direct to the Fashion 3rd year as part of that department¿s portfolio of existing exchange agreements.
High Demand Course? Yes
Course Delivery Information
Academic year 2023/24, Available to all students (SV1) Quota:  34
Course Start Semester 2
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 400 ( Lecture Hours 3, Seminar/Tutorial Hours 10, Supervised Practical/Workshop/Studio Hours 85, Feedback/Feedforward Hours 14, Formative Assessment Hours 3, Summative Assessment Hours 1, Programme Level Learning and Teaching Hours 8, Directed Learning and Independent Learning Hours 276 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Feedback Formative verbal feedback will be given weekly on project work presented at one to one tutorials. This work may be evidenced through research files, garment prototyping and design journals depending on the stage of the project as stipulated by the brief.

Formative verbal and written feedback and grading is issued at the culmination of specific fashion design projects which form the full course. This will normally comprise of an 8-10 page creative visual presentation outlining personal research themes, season and contexts for the work, colour direction, edited & selected design process (taken from the Design Journal), final fabrics and a fully illustrated design conclusion. Completed garments or prototypes (where required) will also be assessed under this category when required by the project brief.

Summative assessment constitutes a total submission of the work completed throughout the course, with comprehensive written feedback and grading issued. The principal component of assessment is the DesignBook, which showcases all completed design projects on the course. This will also include professionally finished garments and all supporting work.
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Formulate a clear research strategy demonstrating awareness of contemporary fashion brand identity, material sourcing, fashion business, marketing awareness and trend analysis.
  2. Demonstrate the ability to work effectively to develop design ideas through sketch, material development, pattern cutting and prototyping methods.
  3. Utilise professional communication and manufacture skills for fashion by demonstrating confidence and ability in verbal skills, visual presentation methods and garment resolution.
Reading List
Sustainable Fashion and Textiles: Design Journeys: Kate Fletcher: Earthscan, 2008

Textiles Today: A Global Survey of Trends and Tradition: Chloel Colchester: Thames & Hudson, 2007

Typography Workbook: Areal guide to using type in graphic design: Timothy Samara: Rockport Publishers, 2004

Luxury Fashion Branding: trends, tactics, techniques: Uche Okonkwo: Palgrave Macmillan, 2007
Additional Information
Graduate Attributes and Skills The ability to work collaboratively to create, realise and communicate a contemporary fashion brand.

Develop knowledge and skills in branding and basic business increasing knowledge of global markets in design and retail platforms.

Develop and enhance independent and team working skills.

Enable students to begin to position their personal practice within the discipline.
KeywordsFashion design,fashion history,fashion research,creative cutting,fashion illustration,knitwear
Course organiserMs Claire Ferguson
Course secretaryDr Joanna Qiu
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