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 & Textiles. I am a Senior Lecturer in Fashion Branding & Communication at AUB, bringing my knowledge of branding, the fashion consumer, and the fashion market to the team.
BA (Hons) Fashion Branding and Communication - https://aub.ac.uk/course/fashion-branding-and-communication
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.
I would welcome research projects looking at sneakerheads, consumer behaviour in trainer purchasing and brand advocacy, and pop-up retail marketing and events.