Overview
I am an academic specialising in fashion branding, marketing and retail. I approach education from a practitioner background, having owned my own fashion store and website. My fashion retail store was voted by Retail Week as one of the 'Top 100 Must Visit Stores in the World' (2003). I was an early adopter of e-commerce, having launched my online fashion store in 2002. My research centres around sneakerhead culture and brand love for trainers, pop-up retail and marketing, and sustainable fashion. I am an Associate Editor for the International Journal of Sustainable Fashion and Textiles. I am a Senior Lecturer in Fashion Branding and Communication at AUB, bringing my knowledge of branding, the fashion consumer, and the fashion market to the team.
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Qualifications
Qualifications
- Postgraduate Diploma in Marketing (CIM)
- BA (Hons) Retail Management
Teaching Qualification
- Postgraduate Certificate in Programme Leadership
- Postgraduate Certificate in Academic Practice
Teaching
I teach the BA Fashion Branding and Communication course.
I have previously taught at foundation, undergraduate and masters levels, focusing on the following areas: Fashion Marketing; Fashion Business; Retail Strategy and Omni-channel Business Operations; Buying and Merchandising; Supply Chain Management; Consultancy Projects, and Research Projects.
Research
Research Interests and Projects
My research interests are in sneakerhead culture and trainer brand love and advocacy; pop-up retail and marketing events; and sustainable fashion. I am an Associate Editor for the International Journal of Sustainable Fashion and Textiles.
Research Supervision
I would welcome research projects looking at sneakerheads, consumer behaviour in trainer purchasing and brand advocacy, and pop-up retail marketing and events.
Memberships
Advance HE Membership
- Fellow (FHEA)