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Module Title
Fashion Retail

Fashion, Retail, Customer Loyalty

SCQF Points15
ECTS Points7.5
CreatedJanuary 2012
ApprovedJune 2012
AmendedAugust 2013
Version No.2

Prerequisites for Module

None in addition to course entry requirements or equivalent

Corequisite Modules


Precluded Modules


Aims of Module

To provide the student with the ability to explain the nature and scope of the retail environment, experience and scope of the sector within the Fashion industry. To describe the organisational classifications, operation and promotion of retail businesses and identify the importance of building effective relationships with customers.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Explain the retail experience, and distinguish between customer retail types.

2. Analyse and discuss the main external influences on the contemporary retail scene.

3. Explain and define retail strategies, loyalty programmes and e-retail.

Indicative Module Content

The nature of the fashion retailing sector; retailing models and formats; captains of the UK retail industry; retail experience, meaning and definition; e-retail; demographics affecting the retail sector; retail marketing philosophy; retail strategies; Loyalty schemes; customer loyalty, communications and relationships; IT usage; consumerism; environmentalism; retail outlet location.

Indicative Student Workload

Contact Hours

Full Time

Directed Study



Private Study



Mode of Delivery

Key concepts are introduced and illustrated through lectures and directed reading. The understanding of students is tested and further enhanced through tutorials, case studies, student centred exercises and examples from the literature from current practice.

Assessment Plan

Learning Outcomes Assessed
Component 1 1
Component 2 2,3

Component 1 - Coursework

Component 2 - Coursework

Indicative Bibliography

1.DUNNE, P. and LUSCH, R. 2008. Retailing. 6th Ed. Mason, OH
: Thomson: South Western 






2.LEVY, M., and WEITZ, B.A., 2012. Retailing management. 8th ed. New York : McGraw-Hill/Irwin.
3.MCGOLDRICK, P., 2002. Retail marketing. 2nd ed. London: McGraw-Hill.
4. LEVY, M., and WEITZ, B.A., 2012. Retailing management. 8th ed. New York : McGraw-Hill/Irwin.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781