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Dr Bethan Alexander is a senior lecturer in Retail, Marketing and Management at London College of Fashion, University of the Arts, London, UK. 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 senior management roles spanning product, brand and marketing. In her second career of academia, Bethan has held senior lecturing roles at London College of Fashion, University of East London, and Visiting Lecturer 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 co-chair of The Academy of Marketing’s Fashion Marketing Consumption Special Interest Group, Regional Editor for Bloomsbury Fashion Business Cases, Senior Fellow of the Higher Education Academy and Fellow of the Royal Society of Arts
Bethan began her career working as Marketing Coordinator for Converse UK before becoming clothing and accessories business unit manager for Converse Europe, Middle East and Africa. After Converse, Bethan was headhunted to head up the Elle Europe womenswear brand with responsibility for product, wholesale sales, marketing and retail communications. She left Elle to set up her own fashion business consultancy, Brand Baker and has worked on a range of international brand projects including market entry, brand audits, brand and product direction, marketing communication strategies and shows and events. From this, she secured a long-term contract with Kangol and became their International Brand Director, being one of the first to launch pop-up stores in London and New York in 2004.
As a consultant and academic, she has worked internationally and is passionate about integrating industry and education through study tours, industry keynote speakers and project briefs. Bethan is an active researcher in the field of experiential and sensory retailing and innovative fashion formats and delivers master classes and conference papers on the topic.
Bethan is an active researcher in the field of experiential and sensory retailing and innovative fashion formats.
Telephone
+44 (0)20 7514 7400
