Dr Paddy Lonergan

Senior Lecturer

Dr Paddy Lonergan

Senior Lecturer

Email: p.lonergan@mmu.ac.uk

Telephone: 0161 247 2384

Academic and professional qualifications

  • Fellow: The Higher Education Authority 2017
  • PhD Fashion, Consumption & Affect: University of Limerick 2015
  • Spec. Diploma Teaching Learning & Scholarship: University of Limerick 2014
  • MSc Marketing, Consumption & Society: University of Limerick 2011
  • BA Economics & Sociology: University of Limerick 2009

Previous Employment

Nottingham Trent University, 2015-2019

University College Cork, 2016-2017

Undergraduate teaching

 (Acting) Programme Leader BSc Fashion Marketing

The BSc (Hons) Fashion Marketing programme equips students with the essential skills needed for a successful career in this exciting field of fashion. The increasingly competitive world of fashion relies on good marketing strategies to succeed. Students from this course will learn all aspects of fashion marketing in a global and circular economy. From a small business start-up, to the luxury brand catwalk, students will study a diverse range of subjects with industry experts, collaborations and self- directed study choices.

Marketing plan and design all communication between the brand and the customer, directly influencing the number of items sold and therefore the profitability of the business. There is particular emphasis on the circular economy, and the influence the sustainable business model has on the environment and on the relationship with the customer. Underpinning this is a thorough knowledge of the industry, the product development process, and the local/global socio-economic influence on fashion and the marketing message. Students gain an understanding of how profit can be maximised through successful marketing strategies, including PR, digital marketing, fashion blogging, global strategies and developing new brand identity.

Postgraduate teaching

 MSc International Fashion Marketing (Programme Leader)

The MSc International Fashion Marketing champions innovative academic thinking and creative industry practice to prepare graduates for a continuously evolving consumer culture where the field of fashion is undergoing major transformation. As a result, marketing practice must innovate in order to capture consumer attention and produce creative communications that connect consumers and brands in an authentic, meaningful way. Students will begin to appreciate international fashion marketing as an important cultural tool to communicate attractive ideas, values and meanings to wider society through unique branding techniques, creative campaigns, social media communications and innovative marketing strategies.

The MSc differentiates itself from competitors through the unique perspectives of expert academic staff and innovative live project briefs, all taking place within the culturally prestigious and historically fashionable city of Manchester. At the world-renowned Manchester Fashion Institute, we are determined to produce graduates that challenge the status-quo and question existing perspectives and methods where fashion, consumption and society are concerned. Students are encouraged to engage with and produce new alternative ways of thinking and practicing fashion marketing through working with brands on exciting briefs from which they will continuously evolve their unique creative industry portfolio that illustrates their visual literacy, creative thinking, strategic practice and professional competency as innovative fashion marketers.

External examiner roles

External Examiner for BA Fashion Marketing, University of Southampton.


Research Interests

My research interests are firmly located within Consumer Culture Theory, with much work positioned at the intersection of consumption, marketplace cultures and aesthetics. In particular, I am interested in how the  aesthetic experiences shapes consumers’ subjectivities in a variety of consumption contexts. 

Book Chapters

Lonergan, P., 2020. 'Co-creative storytelling'. In Communicating Fashion Brands: Theoretical and Practical Perspectives, pp. 110-121.

Lonergan, P., 2020. 'The Art of Commerce: Did Morris & Co. abandon or adapt the artist’s ideologies in collaborating with fast fashion chameleon H&M?'. In, Bloomsbury Fashion Business Cases.

Lonergan, P., 2020. 'Co-Creative Storytelling: A Case Study of Warby Parker'. In Communicating Fashion Brands: Theoretical and Practical Perspectives.

Internet Publications

Lonergan, P., 2020. 'The Search for God in Vogue', https://www.huffingtonpost.co.uk/patrick-lonergan/the-search-for-god-in-vogue_b_8263594.html?utm_hp_ref=uk-blogs&guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAGQjcauYva631wczrZ9OqLSxlTonWhomciw1Cuvgjwxp0dSPXyNDibuVNkeoFMr3w2dLVVEof-kXGTu3Xpaiefh5T3C9ly9T2MGOBZhklHi6Edys1OdFH80SEslxNZ_7PrdyLoI7-tu8Biq1pcnd_CXrpGFbkwWmXNJApBOAu72b.

Lonergan, P., 2018. 'Estrella Damm: How Spanish Beer Took on Heineken to Brand Itself the Cosmopolitan Choice', https://theconversation.com/estrella-damm-how-spanish-beer-took-on-heineken-to-brand-itself-as-the-cosmopolitan-choice-97482.

Journal Articles

Lonergan, P., Patterson, M., Lichrou, M., 2022. 'Onflow and consumption: Affect and first encounters', Marketing Theory, 22 (4), pp. 623-641.

Lonergan, P., 2022. 'Recalling forgotten principles: A cultural reading of fashion, death and sacredness', Fashion, Style & Popular Culture, pp. 1-20.

Huggard, E., Lonergan, P., Overdiek, A., 2022. 'New Luxury Ideologies: A Shift From Building Cultural to Social Capital', Fashion Theory, pp. 1-25.

Lonergan, PP., Patterson, M., Lichrou, M., 2018. 'More than clothes hangers: cultural intermediaries in the field of fashion', European Journal of Marketing, 52 (9/10), pp. 2052-2074.

Office Location

Room C2.24
Cavendish South
Manchester Fashion Institute
Manchester Metropolitan University
Cavendish Street
Manchester M15 6BG