Study Abroad in London
Fashion Design & Marketing
Department Dean: Gill Stark, M.A.
Degrees:
- 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*
FAS 104 PRINCIPLES OF DESIGN 1
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.
FAS 106 PRINCIPLES OF DESIGN II
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.
FAS 107 CONCEPT TO CUSTOMER
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.
FAS 108 GARMENT CONSTRUCTION
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.
FAS 109 FASHION IN CONTEXT
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.
FAS 111 FASHION MARKETING
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.
FAS 201 FASHION RETAILING
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.
FAS 202 MARKETING RESEARCH
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.
FAS 203 DIGITAL IMAGING
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.
FAS 204 VISUAL CULTURES
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
FAS 205 CONSUMER PROFILING
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.
FAS 206 FASHION CULTURES
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.
FAS 207 PORTFOLIO ONE (FASHION SKETCHING)
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.
FAS 208 3D FORM AND CONSTRUCTION I
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.
FAS 209 3D FORM AND CONSTRUCTION II
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.
FAS 212 DESIGN RESEARCH
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.
FAS 213 3D FORM AND CONSTRUCTION III
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.
FAS 214 TEXTILES
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.
FAS 216 FASHION PROMOTION
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.
FAS 217 VISUAL MERCHANDISING
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.
FAS 221 FASHION SHOW PRODUCTION
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.
FAS 260 FASHION STYLING
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.
FAS 301 CREATIVE DRAPE & VOLUME
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.
FAS 302 TAILORING
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.
FAS 303 BRAND STRATEGY
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.
FAS 304 FASHION MARKETING DEVELOPMENT
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.
FAS 305 FASHION MEDIA AND COMMUNICATION
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.
FAS 307 DESIGN DEVELOPMENT (WOMENSWEAR)
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.
FAS 310 MENSWEAR
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.
FAS 311 SPORTSWEAR INNOVATION
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.
FAS 314 FASHION DEBATES
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.
FAS 322 RETAIL BUYING
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.
FAS 323 TREND FORECASTING
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.
FAS 327 ACCESSORIES
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.
FAS 334 PORTFOLIO TWO (ADVANCED FASHION SKETCHING)
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.
FAS 421 FASHION JOURNALISM
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.
FAS 454 EMARKETING FASHION
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.