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Date 20th January 2026
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All information is accurate at the time of publication. Please check individual course pages for the most up-to-date information.
What do our BA (Hons) Marketing & Communication for Fashion degree students really get up to? Here’s a sneak peek inside one of our current student, Chloe Dean’s recent project on consumer behaviour, where she achieved an impressive 85% mark.
The Brief
The brief for this report was around consumer behaviour, where students were asked to explore how consumers behave towards a chosen brand using key marketing theories, including Perception Theory and Social Class & Status Theory.
I chose the brand ALO Yoga as they have taken such a different path in their branding since their opening in 2007 and I wanted to explore that through how consumers shop and respond to their latest branding. - Chloe Dean, BA (Hons) Marketing & Communications for Fashion
Key Takeaways
Chloe shared that the most interesting part of this project was learning how much branding influences customers buying habits.
She explored how the product isn’t always the selling point. When looking at ALO's products independently, she found that they were relatively overpriced and the in-store experience can feel more comparable to a Zara than a brand selling £150 joggers. However, consumers aren't shopping at ALO for this reason - they're drawn to the brand's strong 'it girl' identity.
Take a look inside Chloe's project:
Applying Skills To Industry
This project aligns well with what I want to do in future! Working in marketing means understanding the consumer and I feel as though this report has given me the tools to understand the consumers from an analytic perspective. - Chloe Dean, BA (Hons) Marketing & Communications for Fashion
Chloe Dean’s Advice For Those Thinking About the FRA
Thinking about joining us at the FRA? Here's Chloe Dean’s advice:
I would tell a prospective student to just apply! You learn so much with real industry experience - working on live projects and having masterclasses is an opportunity that not every student gets and it makes the FRA really stand out.
Are you ready to build real industry skills? If you want to work on live projects, gain real-world marketing insight, and graduate with skills employers are looking for, explore our degrees today!
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