Faculty

Profile

Emily Huggard is an Assistant Professor of Fashion Communication at Parsons School of Design and author of the book Communicating Fashion Brands: Theoretical and Practical Perspectives.

Her research explores the definition of brand experience in the epoch of post-consumer­ism and post-digital, the changing ideologies of luxury, and the use of installation art as a brand experience tool. She holds an MA in Strategic Fashion Marketing from London College of Fashion. Emily continues her practice as a brand consultant, strengthened by over 13 years of experience developing strategic fashion communication, marketing and brand strategies across the luxury, menswear and eyewear sectors. She has worked with brands such as Cutler and Gross, Victoria Beckham, COS, Tomorrowland and Maison Kitsuné in developing press, content, influencer and social strategy; and managing retail and non-retail brand experiences; prod­uct and creative collaborations.

She has held past academic roles at London College of Fashion and the University of Westminster.

Websites:
www.communicatingfashion.com

Degrees Held

MA Strategic Fashion Marketing
London College of Fashion, University of the Arts London, London, United Kingdom

Postgraduate Certificate Academic Practice in Art, Design and Communication
University of the Arts, London, United Kingdom 

Bachelor of Commerce (Hons) Business Administration
University of Windsor, Windsor, Ontario, Canada

Recent Publications

Huggard, E. and Cope J. (2019) (Eds.) Communicating Fashion Brands: Theoretical and Practical Perspectives. London: Routledge.
The book utilizes social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyze and deconstruct communication strategies used by fashion brands.

Performances and Appearances

Peer-Reviewed Conference Presentations

‘Brand experience in non-retail spaces: A fashion industry perspective’, Fashion Marketing Consumption Discourse Colloquium, Regent’s University, London, United Kingdom

‘Exploring the enterprise orientations of Detroit fashion start-ups’, The International Art of Management & Organization Conference, Bled, Slovenia

Conferences and Symposia

‘Social Innovation in Luxury’, Moderator and chair, Betaworks Studios, New York, NY, 2020                            

‘Changing the Materiality of Luxury’, Co-organizer, Parsons School of Design, New York, NY, 2019

Media Interviews

‘Air Jordans for Charity? Channeling sneaker mania into change’, The Wall Street Journal, September 28, 2020.           

‘Have we experienced our last fashion week’, Glossy, May 1, 2020. 

Research Interests

brand experience; luxury; luxury ideologies; marketing