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Dr Bethan Alexander

Reader Fashion Retailing and Marketing
London College of Fashion
Researcher Research
Bethan  Alexander


Dr Bethan Alexander is a Reader in Fashion Retailing and Marketing, Research Coordinator and PGT Mentoring Network Lead for the Fashion Business School at London College of Fashion, University of the Arts, London, UK. She holds a PhD titled, Fashion's Experiential Convergence: Reconceptualising the Physical Store Within Omnichannel Retailing as Experiential Retail Territories. Her first career was in the global fashion, sports and lifestyle industry, working at leading brands including Converse EMEA, Elle Europe and Kangol International in a range of senior management roles spanning product, brand and marketing. In her second career in academia, Bethan has held senior lecturing roles at London College of Fashion, UAL, University of East London and Visiting Professor at universities across Europe, the USA and Asia. She pioneers research informed teaching and leverages her extensive industry network in championing multiple knowledge exchange partnerships. Bethan is a published author and active researcher.

Her scholarly research interests span Multi-Sensory Fashion Retailing, Customer Experiences Online and Offline, Innovative Retail Formats, Retail technologies and Future Retailing. She is Regional Editor for Bloomsbury Fashion Business Cases, Senior Fellow of the Higher Education Academy and Fellow of the Royal Society of Arts.