Tamsin McLaren

My research interests lie in the evolving retail environment, fashion systems and consumer behaviour.

I am interested in exploring qualitative approaches regarding the consumer decision making process, and how traditional retail formats are converging with wholesale, editorial and digital marketing.

I draw on 27 years of fashion industry experience to teach across a wide variety of marketing and business management topics. I enjoy using my industry experience to contextualise theory, having worked at every market level across all retail channels in the U.K., and internationally across multi-product categories.

I am a member of the Bath Retailing and Contemporary Consumerism Lab-a knowledge hub focusing on retailing and contemporary consumer issues.