Academic Experience

Lecturer, BA (Hons) Fashion Public Relations and Communication, University of the Arts London, London College of Fashion

Module Leader, MA Public Relations, University of Westminster

Lecturer, Hong Kong Productivity Council

Lecturer, AP Hogeschool Antwerp

PUBLICATIONS AND PRESENTATIONS

Art of Management & Organization Conference, IEDC-Bled School of Management, September 2016 — Developed and led a stream entitled the Intangibles of Fashion Management and presented the paper Exploring the enterprise orientations of Detroit Fashion start-ups.

Art of Management & Organization Conference, Copenhagen Business School, August 2014 — Presented the paper The effect of artistic collaboration on the brand image of luxury fashion brands as part of the stream Integrative Arts-Based Initiatives for Enhancing Strategic Design and Innovation.

I have delivered lecture content covering Fashion Marketing; Brand Strategy and Brand Theory; Digital Fashion Communication; Influencer Strategies; The Fashion Moving Image; Building Online Communities; Brand Lifestyle and Aspiration; Environmental and Trend Analysis; Research Methods; Creating Brand Content; Google Analytics for Consumer Segmentation; Fashion PR; Aesthetic Politics in Fashion; Fashion and Art Collaboration; Event Management; Public Relations Practitioners as Cultural Intermediaries; Rhetoric and Persuasion in Public Relations; Developing Aims and Objectives. 

Vogue Ukraine Conferene

I spoke at Vogue Ukraine's first Fashion & Business conference for designers, retailers and representatives, held in Kiev in May 2016. My talk covered how to build a brand and visual identity via Instagram as well as the power of digital initiatives in adopting a direct-to-consumer strategy.

The conference brought together industry leaders including co-founder of Ukrainian Fashion Week Irina Danilevskaya and Ukrainian designers such as Lilia Pustovit, Anna October, Julie Pascal, Liliya Litkovskaya, Vita Kin and Elena Reva.

FIREup Fashion, Innovation, Research and Enterprise.

I had the opportunity  to lead the communication strategy for FIREup, a research project and digital platform that aims to connect the UK’s designer fashion industry with academic researchers through a live, dynamic online space. 

The project enables links to be made between fashion enterprises and university research, stimulating new partnerships, collaborative projects and interactive knowledge exchange. FIREup aims to catalyse research and development as drivers of business innovation, advancing company goals and sustainable economic growth. FIREup was developed by UAL’s London College of Fashion, Central Saint Martins and Chelsea College of Art and Design, and is funded by the Arts and Humanities Research Council. I also worked closely with the Centre for Sustainable Fashion, using fashion to drive change, build a sustainable future and improve the way we live.  

Image Credit: Christopher Raeburn

Image Credit: Christopher Raeburn

My role included interviewing designers and academic partners; working on seed funding projects with designers such as Christopher Raeburn and Michelle Lowe-Holder; writing funding bids; and preparing outcomes for publication and conferences. This position also included diverse relationship-building opportunities at different levels within the industry; helping SMEs to access the wider designer fashion ecosystem in order to promote their products, accessing new contacts and tapping into academic/entrepreneurial expertise; as well as working with organisations such the UKFT, Centre for Fashion Enterprise and the Society of Dyers and Colourists.

 

 

Mercedes-Benz Fashion Days Kiev: Fashion Industry Forum

I spoke—alongside Sissi Johnson from the Huffington Post—at the 3rd International Kiev Fashion Industry Forum focusing on how fashion brands create their own digital communities. The forum was held as part of the 12th season of Mercedes-Benz Fashion Days Kiev. A platform for discussion and dialogue on Ukrainian fashion, the forum topics spanned design, production, retail, marketing and digital media.  


The forum presented an opportunity for attendees to network and engage with leading industry figures. Fashion professionals including Sissi Johnson of the Huffington Post, Kazbek Bektursunov of LMG Group and Daria Sorokina of STYLEBOP.COM presented keynote speeches and business cases.

Research Focus

An Investigation of the Effect of Artistic Collaboration on the Brand Image of Luxury Fashion Brands

Creative and commercial collaboration with visual artists has become a notable trend in the luxury fashion industry. Fashion houses such as Louis Vuitton and Prada have translated the work of various artists into globally distributed collections and products. 

My article investigates the effect of Artistic Collaboration on the brand image of luxury fashion brands. Brand management theory and third party endorsement perspectives were used to build a definition of Brand Image Transfer (BIT), the process by which the meanings and symbols associated with a brand in the consumer’s mind become associated with another entity.

I applied and empirically tested a conceptual framework of Brand Image Transfer through consumer-based surveys. This article concludes that there is a transfer of image from the artist to the brand in collaboration, demonstrating the importance of linking with art to create associations of craftsmanship, status and exclusivity. The research also reveals the mediating factors of image transfer including the importance of the perceived fit between the artist and brand in collaboration.