Dr Priscilla Chan

Senior Lecturer (International Fashion Business), Programme Leader of MA/MSc Fashion and Business, Programme Leader of MSc International Fashion Business Management

Dr Priscilla Chan

Senior Lecturer (International Fashion Business), Programme Leader of MA/MSc Fashion and Business, Programme Leader of MSc International Fashion Business Management

Email: p.chan@mmu.ac.uk

Telephone: 0161 247 2778

I was born in Hong Kong, love fashion, and love exploring, studying and researching the world.  I got comprehensive fashion and business education, training and working experences.  My undergraduate was major in design and marketing management at the Institute of Textiles and Clothing, the Hong Kong Polytechnic University (ITC, PolyU,HK) with placement in Bangkok Thailand.  After working in the fashion industry for several years as a fashion merchandiser in factories and then in a German buying office in Hong Kong, I got scholarship to study full-time MPhil related to fashion product development in ITC, PolyU HK.  So I returned back to the academic world and then started teaching as visiting lecturer while studying.  After graduation, I went back to the industry as Product Manager, found I like academic world more, so back to PolyU as full time Lecturer and then Assistant Profesor II.  I studied my PhD in Marketing (luxury brand management for international designer labels) part-time at Aston Business School. 

I supervise PhD and Master students, I got one PhD completion in Beijing China and another PhD completion in Florence Italy.  I got one Master by Research completion in MMU, UK. Currently supervising 2 PhD and 1 MPhil.  I still have capacities for PhD and MPhil students, proposals of my research areas are welcome.

I got Scholarship from the Italian Trade Commission, I was in Italy for 8 months to understand Italian Fashion System and attended their 'Master' programme for International Textiles Managers at LIUC.

I enjoy life, admire the beauty of the environment and love relaxing light music.I love travelling around the world, exploring different cultures and heritage. 

I was also a Contributing Fashion Editor, so I had chances visiting trade fairs and catwalk shows in Milan, Florence, Paris, Hong Kong and Shanghai, etc.  Interviewed important experts in the field.

Academic and professional qualifications

PhD in Marketing (luxury brand management for designers' labels), Aston Business School, Marketing Group, Aston University  investigating the Impact of Brand Owner on conusmers' perception of brands

MPhil in fashion product development (collaboration between rehabilitation engineering, PolyU) the Institute of Textiles and Clothing, the Hong Kong Polytechnic University (ITC PolyU, HK)  investigating the Ease Allowances for Pre-school Children.

MA in Academic Practice is from Manchester Metropolitan University, UK investigating Internalization of Higher Education Curriculum.

Fellow of the Higher Education Academy (FHEA), UK,      2013

Leadership and Management Award L3, Institute of Leadership and Management, 2013

Chartered Marketer, Chartered Institute of Marketing, UK,      2002

Certified Professional Marketer (Asia Pacific),    2005

Certified Professional Marketer (HK),  2001

DipM, The Chartered Institute of Marketing, UK   1998 

CText ATI, the Textile Institute, UK,  1994

Associate of the Clothing and Footwear Institute (ACFI), UK,    1991

Previous Employment

Before joining MMU as Senior Lecturer in International Fashion Business, I was Assistant Professor II of the Institute of Textiles and Clothing, the Hong Kong Polytechnic University, Visiting Professor of SDA Bocconi University in Milan, Italy  2002 and  Visiting Professor of University of Florence in Italy 2008-2010.

I worked in the industry as Product Manager/Assistant to Product Manager in Karstadt Neckermann Far East Head Office, A German buying office in Hong Kong.  As a merchandiser in Hsin Textiles (HK) Ltd, Hong Kong which has her own factories manfacturing men shirt and ladies coordinates and I learnt how to quote prices. I also got my undergraduate placement as Management Trainee at TAL Apparel Limited, her garment factory in Bangkok Thailand where I got a training programme to work in different departments within a factory.  During my placement with the scholarship from the Italian Trade Commission, I was at Pretti, a terry-cloth company where I learnt the special industry cluster characteristics of the Italian Fashion System and she has also her own factory outlet selling towels and robes. 


Academic service (administration and management)

Act as Faculty Academic Quality and Standards Committee Representative to be Sociology and Criminology Undergraduate Programmes Review Panel member in MMU.

In my previous employment at ITC PolyU, I am responsible for MA Global Brand Developmnet (capstone subject in which students developed business and marketing plan to enter into either Asia, European or American market after they attended ten days in FIT New York and ten days in IFM Paris), accompanied students to their study trip to New York and Paris and marked their assignments there with colleagues from FIT and IFM.  I also organised the ten days activities to Master students from FIT and IFM to understand Hong Kong Fashion System and with factory visits to Mainland China.

I also organized many collaborations. For example, initiated and lead the team organised visits to universities and fashion design schools in Italy and organised participation of ITC PolyU team to the joint international fashion education and competition event: Fashion Creativity for the Next Millennium in Portofina, Italy July 2-5, 1998 (other participants includes Esmond in Paris, FIT New York, Polimoda in Florence and London College of Fashion in London).

Lead the team organising seminars of "Textile and Fashion from Italy", ITC PolyU together with the Italian Trade Commission & University of Florence, March 2002, Hong Kong; lead the team organised joint trade seminar with Tencel and ITC PolyU, at the Fashion and Textiles Resoirces Centre, Hong Kong 16 July, 1998.


English, Chinese (Cantonese and Putunghua), a little bid of Italian and Thai.

Undergraduate teaching

International Fashion Business, International Fashion Marketing, Research Project, Business for Fashion Design, Fashion Marketing,

Postgraduate teaching

Marketing in Practice, International Brand Strategy, Perform, Fashion Marketing

MSc/MA  Fashion and Business, MA Fashion Buying and Merchandising, MSc Fashion Marketing

MSc Marketing, MSc Marketing (Communication), MSc Marketing (Creative Advertising), MSc International Business Management, MSc Management

Postgraduate research supervision

I am an experienced PhD supervisor.  Proposals for postgraduate research studies in my research interest areas are welcome.


One PhD completion in Beijing China: "Empirical study of the effects of Brand Origin on consumers" 

One PhD completion in Florence Italy: "Specialized markets in local production system: the experience of Zhejiang Province".

One Master by Research completion in MMU, UK:  "Fashion Upcycling in UK Womenswear Industry".

Currently supervising 2 PhD and 1 MPhil.

"Psycho-social perception of luxury fashion brands - Dubai and London".

"Digital arena impact on popular culture and fashion consumption of pre-teens". 

External examiner roles

MPhil external examiner for University of Manchester, UK related to fashion consumers' preferences towards various shopping channels.

Consultancy and advisory roles

I have also had consultancy projects within the industry, mainly in new brand development or market entry and involved with PhD supervision teams of other universities.

Community, charity and NGO links

Volunteer Board Member Child Adult Workforce of Wai Yin Society (Wai Yin Chinese Women Society) 2013/14

Selection Event Volunteer for London 2012 Games Maker Programme, Olympic Games and Paralympic Games

MMU Mind, Body and Spirit Programme, 2013-2014 contributing Stress and Relaxation Exercise and Connar Bar Palm Posturing.

MMU Engage Week 2015-2017 & 2019 contributing Stress and Relaxaton Exercise, Cinnar Bar Palm Posturing, and Flower arrangement

Government and industry links

Elected Council Member of the Textile Institute 2012-2018

Media appearances or involvement

BBC Radio Manchester's Eastern Horizon programme, Week Jan 14 & Jan 31 of 2018.

Prizes and awards

  • The Best Conference Paper Award of 2010 Global Marketing Conference, Tokyo Japan
  • Lifetime Membership award of the Beta Gamma Sigma 2006 from Aston Business School, Aston University, UK
  • Eight-months Scholarship from the Italian Trade Commission 1996 to study Italian languages and attend a "Master course" of International Business Administration for Textile Managers with placement, to understand Italian Fashion System and cultural characteristics. 

Visiting and honorary positions

Visiting Professor, CEDIC University of Florence, Italy 2008-2010 delivering Market entry and doing business in China,

Visiting Professor, Zhongyuan University of Technology,China, 2006 delivering Branding and brand positioning.

Visiting Professor, SDA Bocconi University, Milan,  Italy 2002

Member of the Judging Panel for ITAA Undergraduate Best Paper Award, Institution of Textiles and Apparel Association, USA, August 2008

Member of the Judging Panel for Menswear Competition of Abilympics organised by the Hong Kong Joint Council For People with Disabilities, Hong Kong. March 2007

Editiorial Board membership

  • Contributing Consulting Editor (Fashion & Apparel) of Textile Asia  2011-2016
  • Contrubuting Fashion Editor of Textile Asia 1996 - 2011



Research Interests

My current research interests include: Branding, Consumer perception, Luxury sector, Cross-cultural studies in marketing and fashion design, Social Media research, Sustainability,  Internationalising curriculum and Cosmopolitanism.

Invited Papers

2008, invited  by Shenzhen Textile Industry Association to present “Brand positioning and  marketing strategy” at the Latest news and Trends of American Textile Market  and Brand Strategy Conference, Dec 23

2007, “Branding and Marketing  Innovation”, the Japan Society for the Promotion of Science, JSPS AA Seminar Series1, Kyoto, Japan, Oct 24-25.

Keynote presentation, (2007), "Exploring the Role of Colours in Positioning Luxury Brands", The 9th Asian Textile Conference, Taiwan, June 28-30.

2007, “Hong Kong young  consumers’ concept of luxury”, Young  consumers’ concept of luxury, research findings presentation at  University of Florence celebrating 35th Anniversary. Florence, Italy,  February 13.

2007, “Special characteristics of Hong Kong young consumers’ concept of luxury, why it is different from others?” Young consumers’ concept of luxury, presentation at ILUM University,  Milan Italy, February 14.

1998, “A Sourcing and Control Centre of the Clothing Industry – Hong Kong S.A.R.,”
International Fashion Forum of the ’98 Shanghai International Cultural Festival, Shanghai, May, 91-92.

1997, “Fashion Retailing in Hong Kong S.A.R.,” International Fashion Forum of the ’97 Shanghai International Cultural Festival, Shanghai, Sept.

1997, “Product Development of Hong Kong Apparel Industry”, Clothing Industry Training Authority. Hong Kong, June 7 & 14

Invited Discussions

2018, AHRC-UKRI UK-China Collaborative Workshop , Nov 2018 Shanghai to discuss potential collaborations.

1997, “97/98 Autumn/winter Italian Men’s Fashion”, Rotary Club of Kowloon Northeast; Feb 20, 1997.

Conference organisation

Chairing the Registration Task team of the Sixth Asian Textiles Conference, with over 600 participants from all over the world, Hong Kong, August 22-24, 2001

Lead the team organised joint trade seminar, ITC PolyU with the Italian Trade Commission (ICE), Italian Textile Machinery Manufacturer Association (ACIMIT) and the Hong Kong Productivity Council, Hong Kong Convention and Exhibition Centre, 9 Oct, 1998.

Expert reviewer for journals and publishers

Textile Research Journal, Journal of Business Research, Journal of Fashion Marketing and Management, Journal of Global Fashion Marketing, Journal of Consumer Culture, Journal of Promotion Management, Journal of Global Scholar of Fashion and Marketing, International Journal of Retail and Distribution Management, European Marketing Academy Conference, The Association for Consumer Research Conference, The European Conference of the Association of Consumer Research, World Marketing Congress of the Academy of Marketing Science, IFFTI.


Chan, P., 2015. Natures into Art, Towneley Hall Art Gallery and Museum, 18/9/2015 - 20/9/2015.

Chan, P., 2015. Chorley Flower Show 31 July to 2 Aug, 2015, Astley Hall, Chorley, 31/7/2015 - 2/8/2015.


Chan, PYL., 2018. 'Regal (W.I.P.)', 2018 Rah! Sylvia’s Sisters, Atrium Geoffrey Manton, Manchester Metropolitan University, UK.

Chan, PYL., 2017. 'Noblesse Dynasty', Exhibited at the 12th World Flower Show “Flowers in Paradise” of the World Association of Floral Artists, on 18-25th June, 2017 in Barbados..

Book Chapters

Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Tsuchiya, J., Skorobogatykh, II., Weitz, B., Oh, H., Singhg, R., 2016. 'Modeling links between the decision-making process and luxury brand attachment: An international comparison'. In Global Branding and Country of Origin: Creativity and Passion, pp. 5-22.

Chan, PYL., 2011. 'Fashion Retailing in China: an Examination of its Development and Issues'. In Zou, S. (eds.) International Marketing : Emerging Markets - Advances in International Marketing, Volume 21, pp. 75-110, Emerald Group Publishing, Bingley.

Journal Articles

Donvito, R., Aiello, G., Grazzini, L., Godey, B., Pederzoli, D., Wiedmann, KP., Halliburton, C., Chan, P., Tsuchiya, J., Skorobogatykh, II., Oh, H., Singh, R., Ewing, M., Lee, Y., Fei, L., Chen, CR., Siu, NYM., 2020. 'Does personality congruence explain luxury brand attachment? The results of an international research study', Journal of Business Research, pp. 462-472.

Acuti, D., Mazzoli, V., Donvito, R., Chan, P., 2018. 'An instagram content analysis for city branding in London and Florence', Journal of Global Fashion Marketing, 9 (3), pp. 185-204.

Han, SLC., Chan, PYL., Venkatraman, P., Apeagyei, P., Cassidy, T., Tyler, DJ., 2017. 'Standard vs. Upcycled Fashion Design and Production', Fashion Practice, 9 (1), pp. 69-94.

Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Tsuchiya, J., Skorobogatykh, II., Weitz, B., Oh, H., Singh, R., 2013. 'Modeling links between the decision-making process and luxury brand attachment: An international comparison', Journal of Global Scholars of Marketing Science, 23 (4), pp. 361-378.

Donvito, R., Aiello, G., Godey, B., Pederzoli, D., Wiedmann, K., Hennigs, N., Klarmann, C., Chan, P., Halliburton, C., 2013. 'Congruence between consumer, brand and store personality in luxury sector: the results of an international research'.

Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Oh, H., Singh, R., Skorobogatykh, II., Tsuchiya, J., Weitz, B., 2012. 'Brand and country-of-origin effect on consumers' decision to purchase luxury products', JOURNAL OF BUSINESS RESEARCH, 65 (10), pp. 1461-1470.

Jung, J., Forbes, GB., Chan, P., 2010. 'Global Body and Muscle Satisfaction Among College Men in the United States and Hong Kong-China', Sex Roles, 63 (1-2), pp. 104-117.

Godey, B., Rouen-France, GESC., Pederzoli, D., Aiello, G., Donvito, R., Wiedmann, K., Hennigs, DN., Siebels, DA., Chan, P., Tsuchiya, J., 2010. 'Interactions between Country Of Origin (CoO) and brand on consumer behaviour: An international research investigation on luxury brands in 7 countries'.

Aiello, G., Donvito, R., Godey, B., Pederzoli, D., Wiedmann, K-P., Hennigs, N., Siebels, A., Chan, P., Tsuchiya, J., Rabino, S., Ivanovna, SI., Weitz, B., Oh, H., Singh, R., 2009. 'An international perspectiveon luxury brand and country-of-origin effect', Journal of Brand Management, 16 (5-6), pp. 323-337.

Chan, JKY., Chan, PYL., 2008. 'Merchandise display affects store image', European Advances in Consumer Research, 8, pp. 408-414.

Chan, PYL., Xin, J., Taylor, G., 2007. 'Exploring the Role of Colours in Positioning Luxury Brands'.

Chan, PYL., Saunders, J., Taylor, G., Souchon, A., 2003. 'Brand personality perception: regional or country specific?', European Advances in Consumer Research, 6, pp. 300-307.

Conference Papers

Chan, PYL., Zang, Z., 2019. 'Microblogging frozen D & G in China', 2019 Global Fashion Management Conference, ESCP Europe, Paris, France, 11/7/2019 - 14/7/2019.

Chan, PYL., Zang, Z., Wu, Q., Chen, Z., 2019. 'Digital and Social Media Branding Matrix Strategy in China's Game Industry: Big Data Analysis based on Weibo Markating of Game Brands in Shanghai', 2019 Global Fashion Management Conference, ESCP Europe, Paris, France, 11/7/2019 - 14/7/2019.

Grazzini, L., Donvito, R., Aiello, G., Pederzoli, D., Godey, B., Wiedmann, K-P., Halliburton, C., Chan, P., 2018. 'HOW DOES PERSONALITY CONGRUENCE HELP TO EXPLAIN LUXURY BRAND ATTACHMENT? THE RESULTS OF AN INTERNATIONAL RESEARCH STUDY', 2018 Global Marketing Conference at Tokyo Proceedings, Tokyo Japan, 26/7/2018 - 29/7/2018, in Global Fashion Management Conference, 2018, pp. 455-455.

Chan, PYL., Mok, PY., 2018. 'Consumers' perception of E-tailored fashion marketing - a cross-cultural comparison between China and UK', 2018 Global Marketing Conference, 2018 SIMKTG-GAMMA JOINT SYMPOSIUM AT TOKYO ‘“Contemporary and Future Technological Disruptions in Marketing” Track, Hotel New Otani Tokyo, Japan, 26/7/2018 - 29/7/2018.

Chan, PYL., Mok, PY., 2018. 'New Wave of digital tailored fashion marketing with social media', 2018 Global Marketing Conference, Hotel New Otani Tokyo Japan, 26/7/2018 - 29/7/2018.

Chan, P., Acuti, D., Mazzolo, V., Donvito, R., 2017. 'Are fashion cities really fashion cities? An analysis on city brand associations', 2017 Global Fashion Management Conference, Vienna, Austria, 6/7/2017 - 9/7/2017, in Global Fashion Management Conference at Vienna Proceedings (2288-825X), pp. 230-234.

Chan, P., Badminton, H., 2016. 'Transparent Supply Chain', TIWC 2016 The 90th Textile Institute World Conference, Poznan, Poland, 25/4/2016 - 28/4/2016.

Chan, PYL., 2016. 'Student Learning and Engagement in Fashion Marketing', TIWC 2016 The 90th Textile Institute World Conference, Poznan, Poland, 25/4/2016 - 28/4/2016.

Office Location

Room C2.43
Cavendish South
Manchester Fashion Institute
Manchester Metropolitan University
Cavendish Street
Manchester M15 6BG