Paddy Lonergan

Dr. Paddy Lonergan is a Senior Lecturer at Manchester Fashion Institute, Manchester Metropolitan University, specializing in Brands & Consumer Culture. With over a decade of teaching experience, he focuses on critical marketing perspectives and experiential pedagogy. His research bridges consumer culture theory with innovative teaching methodologies.

Education: PhD in Fashion, Consumption & Affect (University of Limerick, 2015), MSc in Marketing, Consumption & Society (2011), BA in Economics & Sociology (2009). Professional certifications include Fellow of the Higher Education Authority (2017).

Research examines brands as cultural processes, affective labor in fashion, and experiential consumption. Current projects explore 'onflow' methodologies in tourism experiences and critical case studies of brand culture. His work emphasizes the reconfiguration of sacred principles in sustainable fashion systems.

Publications primarily analyze consumer affect dynamics, fashion sustainability conflicts, and pedagogical innovations. Recent articles demonstrate a strong interdisciplinary focus on non-representational theories and market ethics.

• Awards: Fellow of Higher Education Authority (2017); MMU Teacher of the Year nominee (2023)

Leadership includes roles as PGR Strategy Lead and curriculum developer for UG/PGT programs. Manages international collaborations and supervises doctoral research exploring meta-modern methodologies and Asian fashion business strategies.