Bethan Alexander

Dr. Bethan Alexander is a Senior Lecturer in Retail, Marketing, and Management at the London College of Fashion, part of the University of the Arts London. She combines over 20 years of industry experience with academic expertise, focusing on experiential retail, sensory marketing, and future retail trends. Her industry roles included leadership at Converse EMEA, Elle Europe, and Kangol International, where she pioneered innovative retail formats like pop-up stores. In academia, she has taught at LCF, University of East London, and institutions globally, emphasizing industry-academia collaboration through study tours and keynote lectures.

Her research interests span multi-sensory retailing, digital-physical (phygital) integration, sustainable practices, and immersive technologies in fashion. She co-chairs the Academy of Marketing’s Fashion Marketing Special Interest Group and contributes to Bloomsbury Fashion Business Cases as a Regional Editor. She is also a Senior Fellow of the Higher Education Academy and Fellow of the Royal Society of Arts.

Recent research highlights include exploring Generation Z’s engagement with digital fashion, metaverse retail experiences, and sustainable communication strategies. Her work bridges theoretical frameworks with practical retail innovations, advocating for customer-centric approaches in both physical and virtual spaces.

Bethan’s awards reflect her contributions to education and industry impact, including her roles in advancing experiential learning and sustainable fashion pedagogy. She actively engages in global academic networks and consultancies, promoting transformative education models like Lego® Serious Play® to foster creativity in business education.