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Bethan Alexander

Course Leader: MA Fashion Retail
London College of Fashion
Researcher Research
Bethan  Alexander


Bethan is a passionate spokesperson, consultant and senior lecturer with a specific lens on maximising customer engagement through multi-sensorial fashion brand experiences. Having spent 18 years working internationally with fashion brands including Converse, Elle, Kangol and establishing her own consultancy business, Brand Baker, Bethan now brings the same verve to her academic role. Within Higher Education, Bethan has held senior lecturing positions at London College of Fashion, University of East London and has guest lectured at more than 20 global institutions. Bethan is a published author, international conference presenter and active researcher. She is currently course leader of MA Global Fashion Retailing and a Research Fellow.

Her scholarly research spans Multi-Sensory Fashion Retailing, Customer Brand Experiences Online and Offline and Innovative Retail Formats – pop ups; third places; showrooms; servicescapes; AR/VR impact on purchasing behaviour

Research Outputs


Book Section

Conference, Symposium or Workshop item


Business & management, and science
Fashion business
Fashion communication