FCOM - Assignment 1 - By JB.

RAFFLES INTERNATIONAL COLLEGE                                                FASHION COM

Assignment 1: Brand Research

Learning Objectives:

1.     Acquire knowledge on a specific fashion house

2.     Determine what is its communication strategy

3.     Understand the different ways in which this brand implements its strategy and shapes its image

Introduction

This is an individual assignment.

Students are required to select the fashion house of their choice and analyze its communication strategy.

Instructions:

1.     Draft a brief profile of the selected fashion house, highlighting its major milestones.

2.     Comment on the positioning of the brand by analyzing what kind of appeal does it have on customers. More specifically, students will need to determine who are the target customers of that fashion house (there can be different targets if the fashion house has different sub-brands…) and to understand how does the brand position itself to attract them.

3.     Determine what are the strengths and weaknesses of the brand.

4.     Determine what are the typical ways that fashion house expresses itself in. Which media are used? Why? What are the visuals used if any? What is the impact expected?

5.     In conclusion the students will have to comment on the communication strategy created by the brand of their choice. Does it fit with its positioning? Why? Recommendations on improving the communication strategy?

Grading Criteria:

Depth of Research = 30% (proper referencing is expected)

Critical thinking =     40%

Creativity =                 30% (NB: Providing visuals, ads, pictures)

Requirements:

·      WORD Document. Pls provide the hard copy on the due date of the assignment.

·      Format:

o   Proper cover page with title, name, student number, module, date

o   Table of content (following the 5 points detailed in the instructions)

o   Page numbers with initials and date at the bottom of the page

·      1000 words maximum (not including appendices or references)

·      Harvard Referencing style

Policy:

Please refer to the module outline for more information on policies regarding late submission, plagiarism and collusion.