معرفی
Prof. Dr. Peter Bug is a Professor of Fashion Marketing & Retail Management and Dean of Studies for the B.Sc. International Fashion Retail program at Reutlingen University. He holds a Diplom in Business Cybernetics and a PhD in Business Management from the University of Stuttgart. His career includes roles as a research assistant at the Institute for Textile and Process Engineering Denkendorf, management consultant for adidas France/Central, and independent sales forecasting advisor. He leads the Professorship for Fashion Marketing & Retail Management, overseeing teaching areas like Industry Projects, Fashion Forecasting, and International Retail Studies.
His research focuses on the intersection of fashion, film, and digital marketing. Notable projects include analyzing moving images' impact on consumer behavior, fashion diffusion trends, and omnichannel retail strategies. He has authored/co-authored over 30 publications, including the 2020 Springer book Fashion and Film: Moving Images and Consumer Behavior, which explores how cinema, social media, and video content shape fashion consumption.
Recent article trends emphasize digital transformation in fashion retail (e.g., AR/VR applications, e-commerce video strategies) and consumer behavior in niche markets (e.g., sneaker resale, luxury rental). His work bridges academic research with industry needs, addressing topics like predictive analytics in sales forecasting and brand film storytelling.
Bug collaborates with industry partners on projects like InBiO (bio-based car interiors) and MoTraScha (adaptive seating for disabled youth). He heads the Market Research Lab at Texoversum and supervises numerous student excursions to study global retail practices.
