Higher Certificate in Fashion Retail

Purpose

The qualification is mainly vocationally orientated and the purpose of the qualification is to develop graduates with the necessary knowledge and knowledge systems, intellectual competencies and practical skills to be able to analyse, interpret, understand and apply retail management principles, processes and procedures as applied to fashion retail as a specialist discipline. The graduate will be able to take decisions in the context of being a Fashion Retailer, to analyse relevant information, and produce innovative responses to concrete but often unfamiliar problems based on informed judgement.

The curriculum will contribute towards the intended outcomes by providing the student with a range of introductory and basic knowledge and competencies in fields such as Business Management, particularly within a fashion retail context, Marketing and Brand Management, as well as Buying and Merchandising.

Furthermore, it will provide the student with knowledge about specialised fashion subject matter such as Fashion Theory and Practice, as well as Trend Analysis. Practical decision-making skills will be facilitated by means of case studies, which will require a critical situation analysis, selection and interpretation of relevant information and the implementation of decisions.

By means of experiential learning, students will gain substantial work-related experience and the opportunity to apply knowledge and skills in the workplace context.

Students will be expected to undertake investigations in the fashion retail management field. This includes evaluating different sources of information, gathering and interpreting appropriate information and communicating information reliably and coherently using events management and related conventions, formats and technologies.

It is expected of students to work in a team in a familiar or new context with various role players, including professional and administrative staff, within the fashion retail environment. Students should demonstrate sensitivity to different communities, social and cultural differences and needs, particularly with respect to the variation and diversity within different communities.

Rationale

The Gauteng Provincial Treasury released statistics in 2012 indicating that the retail industry grows on average by 3% annually with 21% of its growth contributed by textiles, clothing, footwear and leather goods. Apart from general dealers, the fashion industry is the largest component of the combined retail sector. The growth of this industry will escalate dramatically due to a significant drive by foreign fashion retailers to establish a footprint in the country on par with established local fashion retailers. Against this backdrop, a 29% year-on-year growth in the online retail sector has been reported which is largely attributable to the introduction and unprecedented success of international online fashion retailers who have set up local franchises and showed significant investment in their online fashion retail channels.

While online fashion retailers flourish, conventional retail outlets countrywide have added 2.8 million square metres of floor space within the span of two years. The "National Scarce Skills List: 100 Occupations in Demand" (2014) reflects the rapid growth of the retail sector by placing the following key retail-related occupations under the 100 occupations currently in demand: Retail Buyer placed at No. 56; Supply Chain and Distribution Manager placed at No. 62; and Retail Manager placed at No. 72. It is, however, not the growing number of individuals potentially entering this industry, as a result of foreign investment and the aggressive expansion of local retail groups, which forms the basis of the rationale for the institution's Higher Certificate in Fashion Retail qualification.

The rationale for the development of this qualification stems from a mandate placed on the institution by 'feeder companies' - large retail organisations with which the institution has working relationships relating to the placement of students for formal and informal employment purposes who seek training for their staff which addresses the main shortcomings of conventional retail management qualifications. Those qualifications are ill equipped to address the skills gap in the fashion retail industry as they do not provide a balanced focus on the science, art and business of fashion. It is this need that the institution seeks to address through its Higher Certificate in Fashion Retail qualification.

While the concept of fashion retail management is not entirely new to the South African milieu, no education institution offers formal qualifications in this field that fall in the higher education band. The tremendous growth of the field in South Africa, however, has led to recognition by large retailers that training and development in this area can no longer be dealt with sufficiently through generic retail training. It can also not be considered a sub-category of general retail management that can be sufficiently dealt with in the span of a single module specialisation. It is in keeping with this local movement towards formal specialist education in the field of fashion retail management that the institution has chosen to develop its qualification.

The qualification aims to address international and local needs in the field through the following modules

• Business Studies and Management provides a broad overview of subject matter pertaining to general business management and financial management.
• Retail Management 1 serves to identify the constituent elements of the retail business and provide insight into their individual roles.
• Fashion Practice 1 serves as an introduction to the business of fashion specifically looking at the different business incarnations found in the broader fashion world, from textile manufacturing to retailing.
• Trend Analysis 1 provides insight into how the global trends can be identified and applied locally.
• Consumer Buying Behaviour 1 looks at the psychology of buying and how it is applied to retail practices.
• Visual Merchandising 1 introduces students to the fundamentals of this discipline and how it relates to the larger supply chain of fashion retail.
• Textiles and Fashion 1 serves to provide a means for students to identify core fabrics and classify them according to manufacturing materials, applications, and so forth.

The mixture and combination of modules utilised in this Higher Certificate qualification illustrates the balance between contextualised business modules and those serving to develop an understanding of the art and discipline of fashion design and manufacture. When compared to a generic Higher Certificate in Retail Management typically offered by other institutions, the institution's Higher Certificate in Fashion Retail qualification represents an integrated approach to the subject matter where the core disciplines of business and commerce meld with the specialist fashion disciplines. The conceptualisation of the qualification follows a holistic approach that does not seek to provide a base understanding of business and commerce and then introduce the student to a specialist application. It rather seeks to develop both the core and specialist disciplines simultaneously. This approach is built around preparing students for the wide array of disciplines they may encounter when entering the fashion retail sector.

Recognition of Prior Learning (RPL)

The institution endeavours to responsibly widen access to deserving students via RPL. RPL is conducted in accordance with the institution's Recognition of Prior Learning Policy. This policy provides processes and procedures by which RPL is conducted. These processes and procedures include:

• Candidate profiling.
• Selection.
• Preparation for assessment.
• Credit awarding.

Students who do not meet the minimum admission requirements of a particular qualification can, under certain conditions, apply for admission based on RPL. Prospective students over 23 years of age who are not in possession of a Senior or National Senior Certificate can apply for admission through RPL.

Entry Requirements

The minimum entry requirement to the qualification is either a

• Senior Certificate (SC) with English as first or additional language.

Or

• National Senior Certificate (NSC) granting access to Higher Certificate studies, with English as first or additional language.

Or

• National Certificate Vocational (NCV), Level 4 granting access to Higher Certificate studies, with English as first or additional language.

This qualification comprises compulsory modules at Level 5 totalling 121 Credits.

Compulsory modules

• Business Studies and Management 1, 18 Credits.
• Fashion Practice 1, 16 Credits.
• Computer Literacy and Design 1, 7 Credits.
• Retail Management 1, 18 Credits.
• Trend Analysis 1, 14 Credits.
• Consumer Buying Behaviour 1, 10 Credits.
• Visual Merchandising 1, 14 Credits.
• Styling 1, 6 Credits.
• Sales Training 1, 4 Credits.
• Textiles and Fashion 1, 14 Credits.

1. Effectively source relevant fashion retail management information; evaluate, select and analyse appropriate information, and effectively communicate and disseminate this information.
2. Apply fashion retail management knowledge, concepts, principles and theories in context.
3. Apply sound business management principles in a fashion retail management environment.
4. Effectively operate in various components of the fashion retail sphere.
5. Effectively source, interpret and apply information pertaining to new fashion and styling trends.
6. Apply an understanding of the principles of textile design and manufacturing.
7. Practically fulfil the functions and roles that a Fashion Retail Manager is normally called upon to discharge as part of his/her duties.

Associated Assessment Criteria for Exit Level Outcome 1

• Demonstrate the ability to define the need for specific information related to fashion retail.
• Identify and evaluate various possible sources of information.
• Gather and validate information in accordance with relevance and authenticity.
• Extract, analyse and contextualise information to inform and clarify a specific topic or problem.
• Organise and effectively communicate and/or disseminate information to a specified audience reliably, accurately and coherently in an appropriate format, including verbally, electronically or in a presentation.

Associated Assessment Criteria for Exit Level Outcome 2

• Explain fashion retail management principles and concepts.
• Discuss the scope, role and function of fashion retail management in the context of the fashion industry.
• Identify the critical success factors in the fashion retail industry.
• Apply knowledge of fashion retail management in case study scenarios.
• Demonstrate the ability to make decisions in fashion retail.
• Examine and contextualise theories related to fashion retail in different scenarios.
• Demonstrate informed understanding of various trait theories.
• Identify various methods to stimulate demand in fashion retail.
• Demonstrate knowledge and informed understanding of market segmentation, marketing mix and market positioning in a fashion retail context.
• Demonstrate knowledge and informed understanding of consumer buying patterns.
• Examine the interconnectedness between value and cost.
• Explain the relevance and importance of brand loyalty in terms of its role in retail success.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate knowledge and informed understanding of business management principles.
• Apply management principles and practices in a fashion retail context.
• Solve defined and new problems.
• Define and contextualise the various elements within the field of business management in a fashion retail environment.
• Examine and apply selected management theories in a fashion retail context.
• Identify and examine the concept and prospects relating to entrepreneurship in fashion retail.
• Analyse and explore the scope and role of entrepreneurship in the fashion industry.
• Draw a comparison between strategic, functional and operational planning.
• Clarify the differentiation between leadership and management.

Associated Assessment Criteria for Exit Level Outcome 4

• Demonstrate the ability to function in, and contribute to, various components within the fashion retail sector.
• Examine the history of fashion retail in the context of modern approaches.
• Draw a comparison between different types of apparel and fabric.
• Demonstrate informed knowledge of general fashion terminology.
• Demonstrate informed knowledge and understanding of supply chain and shipping processes in the context of fashion retail operations.
• Demonstrate informed knowledge and understanding of the role of visual merchandising in retail.
• Demonstrate the importance of communication through visual merchandising and its impact on sales.
• Apply a range of visual merchandising practices and principles.
• Conduct mathematical calculations related to the costing of garments in terms of different costing models.
• Use a computer, the ability to apply basic technological concepts to perform key operational functions.

Associated Assessment Criteria for Exit Level Outcome 5

• Apply knowledge of new fashion and styling trends.
• Select the most appropriate digital assets for the task from a range of digital design sources.
• Communicate specific visual and written information through the application of relevant computer technologies within the context of fashion.
• Create basic CAD drawings that accurately describe the silhouette, fit and detail of basic garments.
• Demonstrate informed knowledge and understanding of advertising and visual merchandising.
• Construct a fashion trend in terms of the following components: themes and concepts, look and silhouette, colour, textile and fabrication.
• Explain the evolution and impact of trend adoption theories.

Associated Assessment Criteria for Exit Level Outcome 6

• Demonstrate informed understanding of fashion design principles.
• Construct basic designs, using relevant computer software.
• Explain the relationship between manufacturing and commercial fashion production.
• Classify various design concepts that fashion retailers are using.
• Demonstrate informed knowledge and understanding of the layout of stores and departments, fixtures, walls and flooring.
• Identify and explain the merchandising advantages of private labelling and branding.
• Contextualise fashion styling as both a local and global concept.
• Use the principles and elements of design for styling.
• Demonstrate informed knowledge and understanding of the sustainability of textiles in the fashion manufacturing process.
• Analyse the relationship that exists between textiles and the world of fashion.
• Demonstrate an understanding of garment manufacturing and the use and relevance of sustainable textiles.

Associated Assessment Criteria for Exit Level Outcome 7

• Demonstrate knowledge and understanding of the functions and roles of a Fashion Retail Manager.
• Analyse departmental store retailing.
• Evaluate the concept of multi-channel fashion retailing.
• Clarify the role and function of catalogues (online and hardcopy) within the context of fashion retail.
• Compare the roles and responsibilities of the buying and selling functions.
• Apply basic human resource management processes and principles in a retail fashion environment.
• Identify, evaluate and apply solutions based on relevant evidence and research procedures.
• Demonstrate knowledge of the cost implications of visual merchandising, as well as the impact on sustainability.

Integrated Assessment

Assessment is conducted in accordance with the institution's assessment policy. Integrated assessment is ordinary practice in this type of qualification and essential to ensure that the purpose of the qualification is achieved in relation to the occupational focus carried by the qualifier and in terms of its propositional and declarative knowledge, vocational relevance, reflexive competency and critical cross-field learning outcomes.

Students will undertake an extensive process in which assessments build the students' integrated competency to a point where they are able to express, through a range of mechanisms measured against valid, reliable and transparent criteria, that they can operate effectively in an entry-level occupational position within the knowledge system specified by the qualification title.

Formative Assessment

Formative assessment will take place by means of two assignments per module that will include evidence of job-related application of knowledge.

Feedback on assignments will be communicated on the assignment itself, electronically on the intranet, in tutorial letters, and discussed during contact sessions.

Summative Assessment

Summative assessment will happen by means of an examination process which consists of one three-hour examination per module.

Students receive feedback on all assessments within three weeks from the assessor. Results are confidential.