Advanced Applied Strategy

Introduction

As we enter the Fourth Industrial Revolution a wide array of disruptive technologies have the potential to transform the fashion industry by opening up a range of new and improved possibilities. The purpose of this unit is to allow you to situate strategic fashion strategies in such times, and advance current tools and techniques through adopting an integrated and holistic view of creating and executing successful strategies.

The unit will challenge you to extend the depth of knowledge of fashion market analysis, strategy and programmes. It will refine your ability to make business decisions when faced with challenges and uncertainty and to take advantage of market opportunities in response to tactical/short term imperatives.

A range of specialisms/ projects will be introduced to you, exploring areas of strategic relevance worth investigating. This unit provides the opportunity to gain a sound theoretical and practical understanding of the principles and practice of strategic management across a range of different

topics Luxury Management Strategy;

You will gain in depth knowledge of the strategic challenges in that particular area of the fashion industry. You will develop relevant skills and acquire knowledge of the systems and processes that impact contemporary strategic management practices, assess strategy implementation and discuss managerial implications.

The unit also provides the opportunity to choose a specialist direction, relevant to your scholarly interests and career aspirations as well as a connection to the chosen area of study for your dissertation.

Luxury Management Strategy – The luxury path is designed to allow you to gain a deep understanding of the complexities of management within the context of luxury organisations, particularly as luxury markets continue to become more competitive and multi-dimensional, and luxury consumers become more polarized.

• Luxury Management Strategy

You are asked to identify an opportunity to increase the brand value and propose a rejuvenation strategy that will better fit with luxury’s future audience. You will be required to outline the strategy/solutions with detailed explanation and justify those strategic solutions.

A brand that shows signs of slowing down/ decreased performance in the luxury market;

A brand in need of rejuvenation strategy to increase performance/ better fit with the target;

INDICATIVE STRUCTURE FOR THE 3,000-WORD CASE STUDY REPORT

Executive summary [150-250 words not included in total word count]

• This will briefly summarise the topic, scope and business problem in the case
• It should differ from your introduction by providing a brief summary of the problem identified as well as strategic response

Introduction [400-500 words]

• Introduce the industry / brand / business model
• Introduce the business topic of the case study report
• Include key facts about the brand relevant to the case (e.g. positioning, target…)

Business Problem [800-1000 words]

• Use subheadings to break up key sections (if needed)
• Identify the key problem, issue or dilemma faced by the company
  • Justify the need for a rejuvenation strategy, making appropriate links to luxury trends and future consumer demands
• Identify the circumstances contributing to the business problem or issue, contextualising it with the chosen brand as appropriate

Business Solution [1300-1500 words]

• Use subheadings to break up key sections (if needed)
• Develop a strategic response to the problem, issue or dilemma outlined above
  • Reflect on how the rejuvenation strategy can be implemented and the value added that will come from it and suggest an implementation strategy detailing all aspects of the marketing mix
• Consider key players and roles in the implementation as well as KPI’s and metrics to understand the success of the proposed strategy

Conclusion [200-300 words]

Summarise on the key issues raised in the case study report and reflect on potential outcomes

References and further reading [not included in total word count]

• You must include all relevant references in full, plus any additional texts for further background reading on supplementary material
• References and further reading should be submitted in one list
• Use the Harvard referencing style guide to ensure your references are written out correctly

Appendices [not included in total word count]

• Any charts of facts and figures you wish to include
• Make sure these are referenced in the main body of the report

Image Captions

Should you wish to include artwork in your case, please supply a list of captions at the end of the case report, including the r