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The Future Consumer

When you'll study it
Semester 2
CATS points
30
ECTS points
15
Level
Level 4
Module lead
Anna Pegg
Academic year
2025-26

Module overview

Understanding consumer behaviour and the trends in consumer lifestyles and sub-cultures, is at the core of creative marketing and management strategy. Being able to anticipate new consumer tribes and changing consumer segments against a set of demographic and psychographic classifications for example, enables consumer-centric decisions to be made by fashion brands.

The Future Consumer module will introduce you to the underlying theories and concepts that underpin change. New technologies and a fast-changing digital landscape are critically impacting consumer behaviour and motivations. You will learn to evaluate and challenge consumer segmentation approaches as well as the visualisation of consumer groups using primary research techniques.