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Stephen Wigley is a fashion industry academic with commercial experience in a variety of marketing roles for leading fashion and lifestyle brands. Stephen joined the University of Huddersfield in 2010, delivering marketing and branding modules to fashion students, and subsequently becoming leader of BA(Hons) Fashion Communication and Promotion. Since November 2013 he has been Subject Leader for the fashion subject area which includes our suite of four very successful fashion design, communication, and costume courses.
Before joining the University of Huddersfield, Stephen was at Heriot-Watt University in Edinburgh where he led a post-graduate course in fashion marketing. Prior to this he was at Glasgow Caledonian University where he specialised in commercial and academic research on behalf of a range of fashion and retail clients.
Throughout his academic career, Stephen has developed specialisation in retail marketing, fashion brand management, marketing communications and international retail strategy. He is the author of several leading articles, and has acted as consultant for a variety of fashion, retail and private equity companies seeking advice on these topics. He has presented research internationally and has appeared in nationwide media commenting on the retail and fashion markets.
Stephen has acted as an invited lecturer and speaker at colleges and conferences in Europe and Asia, and been external examiner for marketing and fashion courses at three UK institutions.
Before his academic career, Stephen was successful in a variety of brand management, marketing and retail management positions for brands such as Donna Karan, Hugo Boss and House of Fraser. This experience has informed his teaching and research which always seeks to bring real-world insight to complex issues and provide practical solutions to marketing challenges.
Stephens research is focused on the marketing challenges facing fashion companies in the UK and around the world. Most especially, he is interested in conceptualisations of the brand and the role it plays in forming corporate strategy, informing product design, shaping product distribution and its meaning to fashion consumers. This is the focus of his ongoing research.
Previously he has explored issues of fashion brand internationalisation, fashion business diversification and strategic alliance in the fashion sector.
Wigley, S (2016) ‘Fashioning the Brand a creative and commercial interpretation of the role of the brand in fashion’. In: Futurescan 3: Intersecting Identities. Loughborough: Creative and Print Service. . ISBN 978-1911217084
Grassi, A., Swindells, S. and Wigley, S. (2016) ‘Luxury fashion brands art foundations an exploratory investigation’. In: Fashion: Exploring Critical Issues, 8th Global Meeting, 5 - 7th September 2016, Mansfield College, Oxford
Wigley, S (2016) ‘Exhibition Review: Le Fil Rouge, Espace Louis Vuitton, Paris 6th Feb-3rd May 2015’ Fashion Practice: The Journal of Design, Creative Process and the Fashion Industry . ISSN 1756-9370
Wigley, S (2016) The function of the brand in fashion: corporate and creative perspectives Doctoral thesis, University of Huddersfield.
Wigley, S (2015) ‘An Examination of Contemporary Celebrity Endorsement in Fashion’ International Journal of Costume and Fashion , 15 (2), pp. 1-17. ISSN 2288-7490
Wigley, S (2015) ‘Fashioning the Brand: a creative & commercial interpretation of the role of the brand in fashion’. In: Futurescan 3: Intersecting Identities, 11th 12th November 2015, Glasgow, UK
Goldthorpe, C., Evans, C. and Wigley, S.(2013) Snibston Discovery Museum 'Acceptable in the 80s' Exhibition [Show/Exhibition]
Wigley, S., Nobbs, K. and Larson, E. (2013) ‘Making the Marque: Tangible Branding in Fashion Retail and Product Design’ Fashion Practice: The Journal of Design, Creative Process and the Fashion Industry , 5 (2), pp. 245-263. ISSN 1756-9370
Wigley, S. and O'Connor, E. (2012) ‘The Chronological Development of a Fashion Retailer Own-Brand.’. In: 19th Eirass Conference on Retailing and Consumer Services, July9th-11th 2012, Vienna, Austria
Wigley, S., Thomson, J., Teller, C. and Almond, K. (2012) ‘The Obesity Crisis and Fashion Retailing a UK view.’. In: 19th Eirass Conference on Retailing and Consumer Services, July 9th-11th 2012, Vienna, Austria
Wigley, S (2012) ‘Market-facing Alliances in the Fashion Retail Sector Managing Synergy in a Creative Industry.’. In: 19th Eirass Conference on Retailing and Consumer Services, July 9th-11th 2012, Vienna, Austria
Wigley, S (2012) ‘Core Competence & Diversification in Apparel Retailing ?- the case of Next Plc’. In: 19th Eirass Conference on Retailing and Consumer Services, July 9th-11th 2012, Vienna, Austria
Goldthorpe, C., Wigley, S. and Allen, C.(2012) Armley Mills Museum Exhibition - Cut, Cloth and the Luxury Brand [Show/Exhibition]
Wigley, S (2011) ‘A conceptual model of diversification in apparel retailing: the case of Next PLC’ Journal of the Textile Institute , 102 (11), pp. 917-934. ISSN 0040-5000
Wigley, S (2011) ‘Fashion Marketing’ Radar , 1 (2), pp. 22-24. ISSN 2049-4327
Thomson, J. and Wigley, S. (2011) ‘Understanding Self Advertising on Social Networking Cites: An Application of Festingers Social Comparison Theory’. In: 18th Eirass Conference on Retailing and Consumer Services, July 17-19th 2011, San Diego, USA
Wigley, S. and Provelengiou, A. (2011) ‘Market-facing strategic alliances in the fashion sector’ Journal of Fashion Marketing & Management , 15 (2), pp. 141-162. ISSN 1361-2026
Wigley, S (2011) ‘Brand Britannia: 'Britishness' in Fashion Branding’. In: Research Festival School of Art, Design and Architecture 2011, March 2011, University of Huddersfield, UK
Anderson, S., Nobbs, K., Wigley, S. and Larsen, E. (2010) ‘Collaborative Space: An Exploration of the Form and Function of Fashion Designer and Architect Partnerships’ SCAN Journal of Media Arts Culture , 7 (2). ISSN 1449-1818
Thomson, J., Wigley, S. and Parker, C. (2010) ‘Kate Loves Topshop: Celebrity Endorsements and the Lovemarks Concept in a Fashion Retail Context’. In: 17th Eirass Conference on Retailing and Consumer Services, July 7th-9th 2010, Istanbul, Turkey
Wigley, S. and Larsen, E. (2010) ‘The Architecture of Fashion Retailing: Michael Gabellini and the Creation of Brand Environments’. In: 17th Eirass Conference on Retailing and Consumer Services, July 7th-9th 2010, Istanbul, Turkey
Dodd, C., Lavery, E. and Wigley, S. (2010) ‘Moderating the Effect of Fashion Brand Placement Recall Using Different-Sized Viewing Media’. In: 17th Eirass Conference on Retailing and Consumer Services, July 7th-9th 2010, Istanbul, Turkey
Wigley, S (2009) ‘Dimensions of Fashion Retailer Internationalisation A UK snapshot’. In: British Academy of Management Conference 2009, 15th - 17th September 2009, Brighton, UK
Wigley, S. and Chiang, C. (2009) ‘Retail internationalisation in practice: per una in the UK and Taiwan’ International Journal of Retail & Distribution Management , 37 (3), pp. 250-270. ISSN 0959-0552
Wigley, S. and Moore, C. (2007) ‘The operationalisation of international fashion retailer success’ Journal of Fashion Marketing & Management , 11 (2), pp. 281-296. ISSN 1361-2026
Wigley, S., Moore, C. and Birtwistle, G. (2005) ‘Product and brand - Critical success factors in the internationalisation of a fashion retailer’ International Journal of Retail & Distribution Management , 33 (7), pp. 531-544. ISSN 0959-0552
Moore, C. and Wigley, S. (2004) ‘The Anatomy of an International Fashion Retailer The Giorgio Armani Group’. In: British Academy of Management (BAM) 2004, 30th August-1st September 2004, St. Andrews, UK