Fashion brands are facing many challenges, such as the rise of the internet, online shopping, globalization, etc. Some fashion brands have already started to change their business models to capture the opportunities and overcome the challenges that they are facing. However, the Covid-19 pandemic has accelerated changes in consumer behavior and consequently transforming marketing practices may now be considered a requirement for the survival of fashion brands.

Select a fashion organisation/brand of your choice. This brand must operate at national and/or international level and must have a presence in the Asia Pacific

Thoroughly research your chosen organisation/brand and the marketing environment within which it operates, to:

•      Critically evaluate the challenges faced by those responsible for marketing the organisation/brand in the digital era (50% weighting).

•      Critically evaluate the transformations in their marketing practices and thinking that are occurring in response to changes in the technological and social environments and whether they are adopting an integrative approach (50% weighting).

Your work should be underpinned with theory and illustrated with evidence from a range of recent, credible academic and practitioner sources.