Staff Profile
Carol Cloughton
Course Leader, MSc International Fashion Marketing & BA (Hons) Fashion Marketing
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I am the Course Leader for MSc International Fashion Marketing and BA (Hons) Fashion Marketing. I have extensive experience in teaching and curriculum development in marketing at both postgraduate and undergraduate level. I also have the benefit of approximately 20 years working with leading global brand and retailers in the sports and fashion and lifestyle sector across many market levels prior to moving into higher education.
I have worked with companies such as Nike, Marks & Spencer, The Trend Bible, ASOS, New Balance, Kangol, Anne Klein licensee, Dr. Marten’s, Debenhams, The Foschini Group South Africa, Cisalfa Italy, the Arcadia Group, Lonsdale, Joseph, Tom Gilbey Savile Row, River Island and L’Oréal, in addition to being employed as a consultant for the United Nations Industrial Development Organization (UNIDO) in Jamaica.
I have used my extensive industry network to develop educational partnerships who deliver extra-curricular and co-curricular activities. These strong vocational learning environments are designed to nurture and improve student achievement levels at undergraduate and postgraduate levels. These experiences also help transform the students' understanding of the course content and allow them to develop their potential and future career paths. I am also an external examiner at Regent’s University London and Glasgow Caledonian University London.
- School – York Business School
- Email – c.cloughton@yorksj.ac.uk
- Phone – 01904 876 180
Teaching
My teaching responsibilities have included module leadership, development, and delivery for the following modules at postgraduate and undergraduate level.
Postgraduate
- Global Branding & Communications
- Introduction to Contemporary Business
- Global Trends & Developments in Luxury
- The Business of Luxury & Fashion Marketing
- Buying, Merchandising & Logistics
- Design & Contemporary Culture
Undergraduate
- Customer Experience
- Principles of Marketing
- Fashion Society & Culture
- Visual Communication
- Product Development
- Consumer Behaviour & Consumer Trends
- Strategic Retail
Research
Having identified key consumer trends for brands and retailers in industry and witnessed its increasing importance, I have focused my research on the impact this can potentially have on a brand or retailer’s competitive advantage and their future strategies. The findings from this research are disseminated into appropriate module content to develop the students’ understanding of the area as part of their professional development.
Recent publications
Journal article
- Cloughton, C (2020) ‘Investigating the link between innovation and mainstream market adoption: How to identify consumer trends.’ Journal of Retailing and Consumer Services, 55, https://doi-org.yorksj.idm.oclc.org/10.1016/j.jretconser.2019.101915
Conference
- Cloughton, C (2018) ‘Gardening as an Innovation: Trend Identification and Retail Interpretation’. In: Huddersfield Business School Research Conference, 10th-12th January, University of Huddersfield
- Cloughton, C. (2017) ‘Investigating the relationship between Consumer Trends, Innovation and Product Development’. In: 3rd International Colloquium on Design, Branding and Marketing, 5th-6th April 2017, Bournemouth University.
Book chapters
- Cloughton, C (2015) ‘Product Trends and the Diffusion of Innovations’ in H Goworek, P McGoldrick, Retail Marketing Management. Harlow: Pearson Education Limited. pp. 89-90.
- Cloughton, C. (2017) ‘Investigating the relationship between Consumer Trends, Innovation and Product Development’. In: 3rd International Colloquium on Design, Branding and Marketing, 5th-6th April 2017, Bournemouth University.
Masters thesis
- Cloughton, C (2014) ‘Trend methodology and its application in a marketing context: horticulture as an emerging trend and its long-term potential in the retail industry’, Master’s thesis, University of Huddersfield.
