Lecturer in Marketing, University of Bath
My research interests lie in the evolving retail environment, fashion systems and consumer behaviour.
I am interested in exploring qualitative approaches regarding the consumer decision making process, and how traditional retail formats are converging with wholesale, editorial and digital marketing.
I draw on 27 years of fashion industry experience to teach across a wide variety of marketing and business management topics. I enjoy using my industry experience to contextualise theory, having worked at every market level across all retail channels in the U.K., and internationally across multi-product categories.
I am a member of the Bath Retailing and Contemporary Consumerism Lab-a knowledge hub focusing on retailing and contemporary consumer issues.

Birkenstock goes public: how an 'ugly' orthopaedic shoe company created a brand worth billions
Oct 12, 2023 07:28 am UTC| Business
Asked to choose between a brown Birkenstock and a pink stiletto, most people would be able to make a fairly quick decision. In this years Barbie movie, Weird Barbie challenges Stereotypical Barbie to make this very choice....

How retail giants could thrive on the post-pandemic high street
Mar 18, 2021 14:43 pm UTC| Business
Even before COVID-19, the British high street was undergoing slow and painful decline. Independent shops were struggling, department stores were fighting for survival, and well known chains were scrapping over market...