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Dr

Bethan Alexander

Reader Fashion Retailing and Marketing

London College of Fashion

Orcid identifier0000-0001-5122-9866
  • Reader Fashion Retailing and Marketing
    London College of Fashion
  • London College of Fashion, UAL, Fashion Business School, 105 Carpenters Road, Stratford, London, E20 2AR, United Kingdom

BIO

Bethan is a teacher, researcher, and business leader with over 30 years’ experience in brand management, retailing, and marketing across higher education and the global fashion industry. She is a Reader in Fashion Retailing and Marketing, Interim Director of the Centre for Fashion Business and Research Lead at the Fashion Business School, London College of Fashion, leading the strategic development of research culture, interdisciplinary collaboration, and five Special Interest Groups within the Centre. 

 

Bethan’s research explores multi-sensory fashion retailing, customer experiences across digital and physical channels, innovative and responsible retail formats, and emerging retail technologies. Her work is widely published across fashion, marketing, and business disciplines. She is editor of Customer Experience in Fashion Retailing: Merging Theory and Practice (Routledge, 2024), and co-editor of the forthcoming book Shaping the Future of Fashion (Routledge, 2026). She also edits the Routledge book series Fashioning Futures, with the first volumes scheduled for publication in 2027.

 

Known for her academic leadership and commitment to pedagogic excellence, Bethan has led transformational curriculum development, fostered vibrant research communities, and built lasting collaborations with industry and academic partners around the world. She integrates her extensive industry background in brand strategy, business leadership, and people performance into her teaching and scholarship. A published author, mentor, and recognised thought leader, Bethan is dedicated to shaping the future of fashion retail education and practice through critical insight, creative leadership, and collaboration. She regularly presents at international academic and industry conferences and has held Visiting Professorships at Politecnico di Milano, Milan and IESM Fashion Business School, Madrid.

 

Bethan holds a PhD in Fashion Omnichannel Retailing and Customer Experience, M.Sc (Distinction) in International Fashion Marketing and Distribution, B.Sc (First class) in Fashion Management and PG Certificate in Teaching and Learning for Higher Education. She is a Senior Fellow of the Higher Education Academy, Fellow of the Royal Society of Arts, Regional Editor for Bloomsbury Fashion Business Cases, and an inaugural member of the Designing Retail and Services Futures Special Interest Group (Design Research Society).

UNIVERSITY OF THE ARTS LONDON APPOINTMENTS

  • Reader in Fashion Retailing and Marketing
    University of the Arts London, Fashion Business School, London College of Fashio, London, United Kingdom1 Jun 2023 - present
  • Senior Lecturer, Fashion Retailing and Customer Experience; Research Coordinator, Fashion Business School
    University of the Arts, Fashion Business School, London College of Fashion, London, United Kingdom1 Sep 2022 - 31 May 2023
  • Course Leader MA Global Fashion Retailing
    University of the Arts London, Fashion Business School, London College of Fashion, London, United Kingdom2 Jan 2012 - 1 Sep 2022
  • Course Leader, PG Cert Fashion Buying and Merchandising
    University of the Arts London, Fashion Business School, London College of Fashion, London, United Kingdom1 Jan 2010 - 1 Jan 2012
  • Associate Lecturer, MA Strategic Fashion Marketing, MA Fashion Entrepreneurship & Innovation, MA Fashion Design Management
    University of the Arts London, Graduate School, London College of Fashion, London, United Kingdom1 Jan 2008 - 2 Jan 2012

MEDIA

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ACADEMIC POSITIONS

  • Senior lecturer, BA (Hons) Fashion Marketing
    University of East London, London, United Kingdom1 Jan 2006 - 1 Jan 2011
  • Associate lecturer, BA (Hons) Fashion marketing and branding
    Regents University (formerly American Intercontinental University), London, United Kingdom1 Jan 2007 - 1 Jan 2010
  • Visiting lecturer
    various, including: MMU, Villaneueva University Madrid, LIM NYC, FIT NYC, Istanbul Moda Academy, United States1 Jan 2012 - present
  • Visiting Professor
    Politecnico di Milano, School of Design, Milan, Italy2 Jan 2023 - 30 Jun 2025
  • Visiting Professor
    ISEM Fashion Business School, Universidad de Navarra, Executive Masters in Fashion Business Administration, Madrid, Spain4 Apr 2025 - 1 Dec 2025

NON-ACADEMIC POSITIONS

  • Brand Baker Consultancy
    Founder / Owner, London2004 - 2013
  • Brand Director, International
    Kangol, London, United Kingdom2004 - 2006
  • Head of Brand, Elle Europe
    Actif Group PLC, London, United Kingdom2000 - 2004
  • Business unit manager / senior category manager, EMEA
    Converse (United States), United Kingdom1994 - 2000

DEGREES

  • PhD by published works (passed with no corrections)
    Manchester Metropolitan University, Manchester, United Kingdom30 Sep 2019 - 21 Feb 2022
  • PG Cert T&L for HE
    University of East London, London, United Kingdom2010 - 2011
  • M.Sc. Clothing: Marketing and Distribution (Distinction)
    Manchester Metropolitan University, Manchester, United Kingdom1993 - 1994
  • B.Sc. Consumer Product Management (First class)
    Southbank University, London, United Kingdom1989 - 1993

CERTIFICATIONS

  • UAL Senior Teaching Scholar
    University of the Arts London, London, United Kingdom21 Mar 2018 - present
  • SEDA Recognised Supervisor, Staff & Educational Development Association Award
    University of the Arts London, London, United Kingdom12 Mar 2023 - 23 Jul 2023
    The Supervising Research Degrees unit is offered by UAL’s Teaching, Learning and Employability Exchange for continuing professional development of staff supervising doctoral degrees. Successful completion of the unit leads to an accredited SEDA (Staff and Educational Development Association) award under its Professional Development Framework (PDF) and the recognition title of SEDA Recognised Supervisor. Distinction awarded.
  • Development Programme for Directors of Research 2024-2025
    University of the Arts London, London, United Kingdom1 Nov 2024 - 30 Jun 2025
    The Development Programme for Directors of Research (DPDoR), a joint initiative by CABS and BAM, supports current and aspiring Research Directors in building strategic leadership capabilities across research performance, funding, and external engagement.
  • Certified facilitator Lego Serious Play
    Climateplay.org, UK14 May 2025 - present
    specialising in using Lego Serious Play method in the context of sustainability

POSTGRADUATE TRAINING

  • Supervising Research Degrees (Staff & Educational Development Association: SEDA)
    University of the Arts London, Teaching and Learning Exchange, London, United Kingdom15 Mar 2023 - 12 Jul 2023
    Supervising research degreesOther

STAFF/STUDENT

  • Staff