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.
Multi-sensory fashion retailing, Customer brand experiences online and offline and Innovative retail formats.
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.
- Multi-Sensory Fashion Retail Experiences: The Impact of Sound, Smell, Sight and Touch on Consumer Based Brand Equity - Alexander, Bethan and Nobbs, Karinna (2016) Multi-Sensory Fashion Retail Experiences: The Impact of Sound, Smell, Sight and Touch on Consumer Based Brand Equity. In: Handbook of Research on Global Fashion Management and Merchandising. IGI Global, Hershey, PA, USA, pp. 420-443. ISBN 9781522501107 (http://ualresearchonline.arts.ac.uk/9568/)
- Inter-industry creative collaborations incorporating luxury fashion brands - Alexander, Bethan and Ortega Contreras, Luis (2016) Inter-industry creative collaborations incorporating luxury fashion brands. Journal of Fashion Marketing and Management, 20 (3). (http://ualresearchonline.arts.ac.uk/9571/)
- Blurring of the channel boundaries: The impact of advanced technologies in the physical fashion store on consumer experience - Alexander, Bethan and Olivares Alvarado, Daniela (2014) Blurring of the channel boundaries: The impact of advanced technologies in the physical fashion store on consumer experience. International Journal of Advanced Information Science and Technology (IJAIST), 30 (30). pp. 29-42. ISSN 2319-2682 (http://ualresearchonline.arts.ac.uk/9569/)