Bethan Alexander is an international fashion business professional. A former International Brand Director at Kangol, she has also held positions at Converse and Elle Europe. A consultant and academic, she is an active researcher in the field of experiential and sensory retailing.
Bethan began her career working as Marketing Coordinator for Converse UK before becoming clothing and accessories business unit manager for Converse Europe, Middle East and Africa. After Converse, Bethan was headhunted to head up the Elle Europe womenswear brand with responsibility for product, wholesale sales, marketing and retail communications. She left Elle to set up her own fashion business consultancy, Brand Baker and has worked on a range of international brand projects including market entry, brand audits, brand and product direction, marketing communication strategies and shows and events. From this, she secured a long-term contract with Kangol and became their International Brand Director, being one of the first to launch pop-up stores in London and New York in 2004.
As a consultant and academic, she has worked internationally and is passionate about integrating industry and education through study tours, industry keynote speakers and project briefs. Bethan is an active researcher in the field of experiential and sensory retailing and innovative fashion formats and delivers master classes and conference papers on the topic.