ARTD6114 - PAS 2 ASSIGNMENT 2023-2024
MA for Fashion Marketing and Branding
Your research title for your research proposal
Total Word Count: 3000
Table of Contents
Chapter One: Introduction ........................................................... 4
1.1 Context of the Study ............................................................................ 4
1.2 Background and Rationale .................................................................. 4
1.3 Aims and Scope .................................................................................. 4
1.4 Significance of the Study ..................................................................... 4
Chapter Two: Literature Review .................................................. x
2.1 Sub-heading 1 ..................................................................................... x
2.2 Sub-heading 2 ..................................................................................... x
2.3 Sub-heading 3 ..................................................................................... x
2.3.1 Sub-heading A .................................................................................................... x
2.3.2 Sub-heading B .................................................................................................... x
Chapter Three: Methodology ...................................................... x
3.1 Research Method ................................................................................ x
3.2 Data Collection .................................................................................... x
3.3 Sampling Strategy ............................................................................... x
3.4 Interview Design .................................................................................. x
3.5 Ethical Consideration ........................................................................... x
Chapter Four: Conclusion .......................................................... x
4.1 Timescale ............................................................................................ x
Reference list ............................................................................... x
Appendices ............................................................................................... x
As mentioned, make sure
that you have a
professional looking
FORMAT with page
numbers
List of Figures
Figure 1 - Title of your figure …………………………………………….x
Figure 2 - Title of your figure …………………………………………….. x
Figure 3 - Title of your figure …………………………………………….. x
List of Tables
Table 1 - Title of your table……………………………………………… x
Table 2 - Title of your table ……………………………………………... x
CHAPTER ONE: INTRODUCTION
1.1 Context of the Study
Luxury represents wealth and is related to social status and reputation (Cabigiosu,
2020) in the fashion industry. Many fashion companies are now looking at Gen Z and
millennials as the next generation of consumers who are heavy users of social media.
This in turn have motivated many fashion companies to use social media marketing to
better promote luxury clothes (Yang, et al., 2020). As such, the popularity of social
media has altered the marketing tactics of many luxury businesses particularly when
new technology is rapidly adopted (Godey et al., 2023).
1.2 Background and Rationale
The global luxury market is very lucrative with China accounting for one-third of global
luxury consumption (Sun et al., 2021) and is valued at USD430 billion or RMB 3 trillion
(Cho, Kim-Vick and Yu, 2021). Witt and Baird (2020) assert that Generation Z constitute
approximately 27% of the global population, positioning it as one of the most important
demographic cohorts for businesses. Hence the importance of using social media to
attract Generation Z.
1.3 Research Aims and Scope
Given the importance of this research, the following are the research questions (RQ) for
this study and the accompanying research objectives (RO):
RQ 1: What social media platforms do luxury fashion brands use to market to
Gen Z in China?
RQ 2: What factors influence the success of luxury fashion brand social media
marketing on Gen Z in China?
RQ 3: What are the best practices and strategies that can be effective in
reaching Gen Z through social media marketing for luxury fashion brands
in China?
As mentioned, make your
introduction CLEAR, and
show WHY your research
topic and focus is important
and relevant.
The research also hopes to fulfil the following objectives and aims which are:
RO 1: To identify the factors that influence the success of luxury fashion brand
social media marketing on Gen Z in China.
RO 2: To identify the key social media platforms used by luxury fashion brands to
target Gen Z in China.
RO 3: To provide insights and recommendations for luxury fashion brands
looking to improve their social media marketing strategies for Gen Z in
China.
1.4 Significance of the Study
The significance of social media in the fashion industry, particularly within the Chinese
market, is increasingly prominent and there is still much to learn. The Chinese luxury
fashion market can also significantly benefit from the immense potential value offered
by social media. Hence, the aims of this research to investigate how luxury fashion
enterprises are manoeuvring through the complexities of the social media domain. As
such, this research will be able to contribute useful and important information that would
be highly relevant for fashion companies in terms of effective marketing strategies that
can attract Gen Z consumers, particularly the lucrative Chinese luxury fashion market.
CHAPTER TWO: LITERATURE REVIEW
2.1 HEADING – based on your themes
Please make sure that you have a consistent LINE OF REASONING throughout your
body paragraphs. Also make sure that your sentences are COHERENT, CLEAR, and
logical. ALL claims MUST HAVE in-text citation. The easiest citation is summary as
you avoid copying too many words from the same paragraph or page; instead you
identify the most important ideas throughout the journal article and this can be from
several pages particularly sections in the introduction, literature review, discussion or
even conclusion and certainly do avoid copying too much from the abstract. After that,
use synonyms and re-order the sentence structure. Remember to learn how to use
‘reference reminder phrases’ where you have the same source but written as two or
three sentences. In addition, do learn how to use reference reminder phrases – IT IS A
USEFUL TECHNIQUE TO ADOPT IN YOUR ACADEMIC WORK.
The following is a way to carefully use any diagrams. Remember, the diagram should
not replace any TEXT but is there to provide a quick and easy way for readers to follow.
And therefore, for the diagram below you mention the idea and the significance and
then you use words such as ‘this is shown in Figure 1 below’. Remember have the
explanation first and then have the diagram so that you do not make your poor readers
guess why the diagram is there as the diagram is a visual example or illustration of your
point.
Have a clear line of
reasoning throughout your
LITERATURE REVIEW.
This entire section is to
show the gap in research
and why your study is
important.
Figure 1. Title of the chart or diagram (Source, year)
(make sure that your label for your FIGURE – all pictures, diagram, or and/or chats etc.
is BELOW the figure – while for a TABLE – the label is ABOVE the table)
If possible, please make sure that you have a strong and clear LINE OF REASONING
throughout your writing. Make sure that 60 - 70% of your information MUST be from
academic sources with the rest from relevant, trusted (non-academic) sources. Being
able to write a strong, analytical, relevant and topical academic literature review
will be based on your effort and hard-work. This is because writing effectively by
using an academic style is not something that you can learn overnight but is an
invaluable skill that you learn by practising. That is why your tutors have been asking
you to read widely from good sources because they HOPE that by reading widely, you
have the ability at this stage to pick up or notice good points especially how researchers
systematically explained their main points and supported their ideas from other studies.
You can only do this from reading credible, highly trusted academic journal articles, and
certainly not from reading predatory journal articles with no quality control. Please do
not rush through your reading. You are expected to have a certain level of language
ability to be ABLE TO UNDERSTAND good writing (clear, grammatical, academic,
formal and thoroughly explained) from bad writing (poorly edited, many spelling and
grammatical errors to poorly explained ideas with few to no support).
2.2 HEADING based on your themes
With regards to writing, when you are editing your work try to ensure that each
paragraph no matter where it is located – fulfils the basic function of a paragraph in the
academic context. This means that the paragraph has a clear point, there is sufficient
explanation, relevant examples and that each of the sentences – where applicable –
has a credible source, as your assignment for PAS 1 is all about literature review. As
the name suggests, this means you are reviewing or analysing the most salient,
pertinent, and relevant information from studies carried out by researchers. Plus
information is also combined or supplemented with data from industry sources such as
Mintel, Statista, EuroMonitor, to name a few. Specific examples can be sourced from
well-known trade magazines or journals such as Vogue, BoF, Guardian, China Daily,
etc.
The following is a way to carefully use any diagrams. Remember, the diagram should
not replace any TEXT but is there to provide a quick and easy way for readers to follow.
And therefore, for the diagram below you mention the idea and the significance and
then you use words such as ‘this is shown in Figure 2 below’. Remember have the
explanation first and then have the diagram so that you do not make your poor readers
guess why the diagram is there but the diagram is a visual example or illustration of
your point.
Figure 2. Title of the diagram (Source, year)
Please note that ANYTHING BORROWED must be referenced. References inside the
main text is called in-text referencing and using Harvard Referencing style, you only use
the surname (also known as family name) and year. Please DO NOT use any initials at
all. Do remember, that ALL claims MUST HAVE in-text citation if only to show that your
opinion is shared or supported by studies. The easiest citation is summary as you avoid
copying too many words from the same paragraph or page; instead you identify the
most important ideas throughout the journal article and this can be from several pages
particularly sections in the introduction, literature review, discussion or even conclusion
and certainly do avoid copying too much from the abstract. After that, use synonyms
and re-order the sentence structure. Remember to learn how to use ‘reference reminder
phrases’ where you have the same source but written as two or three sentences.
Please learn how to use reference reminder phrases.
Please make sure that you have a consistent LINE OF REASONING throughout your
body paragraphs. Also make sure that your sentences are COHERENT, CLEAR, and
logical. ALL claims MUST HAVE in-text citation. The easiest citation is summary as you
avoid copying too many words from the same paragraph or page; instead you identify
the most important ideas throughout the journal article and this can be from several
pages particularly sections in the introduction, literature review, discussion or even
conclusion and certainly do avoid copying too much from the abstract. After that, use
synonyms and re-order the sentence structure. Remember to learn how to use
‘reference reminder phrases’ where you have the same source but written as two or
three sentences. Please learn how to use reference reminder phrases.
2.3 HEADING based on your themes
Please make sure that you have a consistent LINE OF REASONING throughout your
body paragraphs. Also make sure that your sentences are COHERENT, CLEAR, and
logical. ALL claims MUST HAVE in-text citation. The easiest citation is summary as you
avoid copying too many words from the same paragraph or page; instead you identify
the most important ideas throughout the journal article and this can be from several
pages particularly sections in the introduction, literature review, discussion or even
conclusion and certainly do avoid copying too much from the abstract. After that, use
synonyms and re-order the sentence structure.
Remember to learn how to use ‘reference reminder phrases’ where you have the same
source but written as two or three sentences. Please learn how to use reference
reminder phrases. Please make sure that you have a consistent LINE OF REASONING
throughout your body paragraphs. Also make sure that your sentences are
COHERENT, CLEAR, and logical. ALL claims MUST HAVE in-text citation. The easiest
citation is summary as you avoid copying too many words from the same paragraph or
page; instead you identify the most important ideas throughout the journal article and
this can be from several pages.
2.3.1 Sub-heading
Please make sure that you have a consistent LINE OF REASONING throughout your
body paragraphs. Also make sure that your sentences are COHERENT, CLEAR, and
logical. ALL claims MUST HAVE in-text citation. The easiest citation is summary as you
avoid copying too many words from the same paragraph or page; instead you identify
the most important ideas throughout the journal article and this can be from several
pages particularly sections in the introduction, literature review, discussion or even
conclusion and certainly do avoid copying too much from the abstract. After that, use
synonyms and re-order the sentence structure. Remember to learn how to use
‘reference reminder phrases’ where you have the same source but written as two or
three sentences. Please learn how to use reference reminder phrases.
2.3.2 Sub-heading
Please make sure that you have a consistent LINE OF REASONING throughout your
body paragraphs. Also make sure that your sentences are COHERENT, CLEAR, and
logical. ALL claims MUST HAVE in-text citation. The easiest citation is summary as you
avoid copying too many words from the same paragraph or page; instead you identify
the most important ideas throughout the journal article and this can be from several
pages particularly sections in the introduction, literature review, discussion or even
conclusion and certainly do avoid copying too much from the abstract. After that, use
synonyms and re-order the sentence structure.
2.3.3 Sub-heading
Please make sure that you have a consistent LINE OF REASONING throughout your
body paragraphs. Also make sure that your sentences are COHERENT, CLEAR, and
logical. ALL claims MUST HAVE in-text citation. The easiest citation is summary as you
avoid copying too many words from the same paragraph or page; instead you identify
the most important ideas throughout the journal article and this can be from several
pages particularly sections in the introduction, literature review, discussion or even
conclusion and certainly do avoid copying too much from the abstract. After that, use
synonyms and re-order the sentence structure. Remember to learn how to use
‘reference reminder phrases’ where you have the same source but written as two or
three sentences. Please learn how to use reference reminder phrases.
CHAPTER THREE: METHODOLOGY
3.1 Research Method
Do mention WHY the methodology and method you have chosen are the best in
obtaining the data TO ANSWER your research questions (remind readers again what
your RQs are)? Offer evidence from research about methodology and methods please.
If possible offer specific evidence from research texts about methodology that is directly
relevant here.
3.2 Data Collection
Specifically, WHAT are the details in your METHOD chosen that will help you obtain
important data in the CONTEXT of your research objectives (remind readers your
focus and purpose)? Offer evidence from research about methodology and methods
please. If possible offer specific evidence from research texts about methods that is
directly relevant here. If you have chosen semi-structured in-depth interviews mention
the reason why and cite from relevant research. Do not forget, most of your sources in
this chapter will be academic journal articles or research texts on conducting research.
3.3 Sampling Strategy
Specifically HOW will you obtain sample your population: by indicating how you are
selecting your sample; what are the factors you will consider and your inclusion criteria.
Offer evidence from research about methodology and methods please. If possible offer
specific evidence from research texts about sampling that is directly relevant here.
3.4 Interview Design
HOW will you obtain the data: by indicating how you are organising/ grouping/ sorting
sections (around 3 – 5 only) in the information you will likely obtain in your interview
design. Offer evidence from research about methodology and methods please. If
possible offer specific evidence from research texts about interview questions that is
directly relevant here.
Table 1. Sections in the Interview Design
Sections Question Domain & Types Examples
what will you do and how will you minimise the limitations associated with the
methodology and method you have chosen? Bring in HOW you will try to avoid or
minimise possible biases such as social desirability bias, etc. Offer specific evidence
from research that is directly relevant here.
3.5 Ethical Considerations
More importantly, HOW will you ETHICALLY obtain the data – informed consent for
participants; confidentiality, data privacy and protection – when collecting your
information? Do emphasise the care and thought behind how you will ethically carry out
your interviews. Do make sure you read sufficiently about conducting effective in-depth
semi-structured interviews in research.
CHAPTER FOUR: CONCLUSION
4.1 Summary of Research Focus and Value
Do offer a summary of your research focus and value, taking care that there is no
citation anymore but a summing up with your line of reasoning here. This is to remind
readers why your research is valuable, important and therefore why you are going to
investigate this particular area. Mention how vital and important your research is given
the particular focus and specific area you hope to conduct your research.
4.2 Possible Limitations and Implications
Do mention some of the possible limitations in your methodology, methods, possible
biases. Also write about the implications of these limitations in how that might affect
your data or data collection. But make sure that you remind your expert readers how
you will minimise these limitations.
4.3 Timescale and Resources
Mention how you will ensure that there is enough time to effectively conduct your
research that is valid, reliable, dependable, credible and filled with rigour. Mention also
something like, a time scale of the research progress and the deadline has been
planned with sufficient time for writing, editing and multiple edits and proofreading.
Please see the table of the timescale for the final project below.
Table 1. TIMESCALE for Final Project
SECTIONS Activity Start date End date
Part 1 Research Proposal (PAS 2 Assignment) 29 January 2024 2 May 2024
Part 2 MA Final Project Early June 2 Sep 2024
Chapters 1
to 3
Editing of Chapters 1 to 3 10 June 19 June 2024
Checking and finetuning Chapter 3 &
ERGO application
10th June 20 June 2024
ETHICS - Submission of ERGO application 20 June
Finish 2nd draft of Chapters 1 to 3 20 June 1 July
Chapters 4,
5 & 6
Data collection (once ERGO approval has
been given)
Estimated: early
July
20 July
Analysis and Interpretation of Data 21 July 27 July
Final consultation with Supervisor:
To check on outline for
• Findings and Analysis
• Discussion
• Possible Conclusions
TBC – to be
confirmed with
supervisor
Write up Findings and Discussion Chapter &
make notes for Conclusion Chapter &
Abstract
12 August 20 August
ALL
sections
1st Proofreading and editing 23 August 30 August
2nd Proofreading and editing 30 August 31 August
Submit the Final Report 1 September 2 2 September
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Make sure your reference
list or end-text citations
are in ALPHABETICAL
ORDER.
Please make sure you
follow the Harvard
Referencing Style
correctly: italics for title of
book or journal
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[make sure that ALL SOURCES you have cited in-text – inside your main text – CAN BE
FOUND HERE]
Click this link for the source used by our library -> Harvard Referencing
style
APPENDICES
If there is a need for an
appendix, make sure that
it is carefully labelled.
Good luck for your
research!
