Bethan Alexander

Profile image of Course Leader MA Fashion Retail Management

Course Leader MA Fashion Retail Management

London College of Fashion

Biography

Course Leader of MA Fashion Retail Management within the Fashion Business School at London College of Fashion, Bethan Alexander’s background is firmly rooted in fashion business. Having spent many years in senior management roles in industry (Converse, Elle, Kangol and her own fashion business consultancy, Brand Baker), her international experience has been valuable in developing and delivering relevant fashion management courses at LCF.

Bethan is actively engaged in delivering at international keynotes, conferences and is published in academic journals within the fields of Multi-sensory fashion retailing, Customer brand experiences online and offline and Innovative retail formats.

Recent symposium and conferences includes Fashion and The Senses, co-chaired by Bethan Alexander and Sara Chong Kwan, London College of Fashion, 27 March 2015; ACRA 2016 Annual Conference, NYC, paper presented on Retail as Social Experiences: Fashion Third Places from Traditional to the Virtual and Global Marketing Conference, Hong Kong, paper presented on Commerce Culture and Experience Convergence: Fashion’s Third Places.

Bethan has five chapters accepted for publication in five separate scholarly books in 2016.

Research interests

Multi-sensory fashion retailing, Customer brand experiences online and offline and Innovative retail formats.

Research statement

With a keen interest in Experiential places and spaces of fashion retail environments and their impact on store design and consumer engagement, my recent research activities and outputs reflects these areas of investigation.

My current research is centred on the impact of innovative retail formats: pop up’s showrooms, third places on brand resonance; multi-sensory fashion retail experiences and consumer based brand equity effects; the convergence of physical and virtual retail spaces on in-store experience and futurising the role of the physical store within omnichannel retailing.

Selected research outputs