Michael Beverland

Professor of Fashion Enterprise, RMIT University

Currently Professor of Fashion Enterprise with the School of Fashion & Textiles at RMIT University, I have previously worked in various business schools including the University of Bath, University of Melbourne, and Monash University. My research has focused on the market for authenticity, summarised in my book Building Brand Authenticity: 7 Habits of Iconic Brands. Currently I am interested in 'making', including in the interplay between production and brand value, the role of design in shaping markets and behaviour, and reinvigorating making sectors including research in creative clusters, manufacturing, and craft production.

Experience

  • –present
    Professor in Marketing, University of Bath