Dr Patsy Perry

Reader in Fashion Marketing

Dr Patsy Perry

Reader in Fashion Marketing

Email: p.perry@mmu.ac.uk

Telephone: 0161 247 2000

Academic and professional qualifications

I was awarded my PhD in Management from Heriot-Watt University in 2012, which was on Corporate Social Responsibility in fashion supply chains. I have a PG Cert (Postgraduate Certificate) in Academic Practice, also awarded by Heriot-Watt University. I have an MBA from the University of Southampton and a BSc (Hons) International Fashion Marketing from Manchester Metropolitan University. 

Previous Employment

Previously I worked for The University of Manchester as Lecturer/Senior Lecturer in Fashion Marketing in the School of Materials/Department of Materials from 2013-2020. Before that, I was a Lecturer in Management at Heriot-Watt University (Department of Management) from 2009-2013.

Postgraduate research supervision

I have co-supervised 4 MPhil and 5 PhD students to successful completion on topics relating to fashion consumer behaviour, retailing, supply chain management and sustainability.  

I am interested in supervising doctoral research within these broad areas and welcome initial enquiries or draft proposals with a view to further discussion.

External examiner roles

External Examiner for undergraduate business management programmes, Surrey Business School (2019-2023)

Community, charity and NGO links

Volunteer supporter: The Prince's Trust 

Community expert: Use.Space, Manchester

Impact and influence on policy

Invited to present evidence on creating consumer awareness for the sustainability of fashion at All Party Parliamentary Group on Ethics and Sustainability in Fashion evidence session on climate change, 14 Oct 2020

Media appearances or involvement

Numerous and regular broadcast, online and print media appearances in national and international media including BBC Breakfast, Channel 4, Sky News, TRT World, BBC Radio 2, BBC Radio 4, Radio 5 Live, TalkRadio, The Independent, The Guardian, The Observer, The Telegraph, Financial Times, BBC Newsbeat, UN Environment, South China Morning Post, PBS, CNN, CTGN, Vogue Business, Drapers.

Prizes and awards

Journal paper awards:

Highly Commended paper in the 2015 Emerald Literati Network Awards for Excellence
- Perry, P. and Kyriakaki, M. (2014) The decision-making process of luxury fashion retail buyers in Greece, Journal of Fashion Marketing and Management, 18 (1), 85-106

Conference paper awards:

Bonetti, F., Perry, P. and Quinn, L. (2018) The digital revolution in fashion retailing: actors involved in the adoption of consumer-facing in-store technology, IFFTI 2018, April 2018, Shanghai

Zain, M.Z.M., Perry, P. and Barnes, L. (2019) Navigating the fashion-faith landscape in Malaysia: the influence of fashion bloggers on Generation Y Malay females’ fashion consumption, IFFTI 2019, April 2019, Manchester

Expert reviewer for external funding bodies

EPSRC (Digital Economy Theme), 2020

Swiss National Science Foundation, 2020

Editiorial Board membership

Associate Editor, Journal of Fashion Marketing and Management

Editorial Advisory Board member, International Journal of Physical Distribution & Logistics Management

Membership of professional associations

Member of the Chartered Institute of Marketing

Fellow of the Higher Education Academy


Research Interests

I am a qualitative business researcher and my research interests and expertise centre on topics relating to fashion marketing and sustainability. I am a published author of several academic book chapters and papers in reputable academic journals, and I am a regular peer reviewer for several academic journals and textbook publishers. I regularly present my research at academic conferences including European Marketing Academy (EMAC), British Academy of Management, Academy of Marketing Science World Marketing Congress, and IFFTI Annual Conferences, as well as being invited as scientific committee member/peer reviewer for conferences including EurOMA and Global Fashion Conference.  

My expertise on fashion sustainability has been featured widely in the national print and broadcast media as well as internationally, and I've also been an invited panellist at industry events including the Creative Coalition Festival, the Procurious Big Ideas Summit, The Telegraph's Responsible Fashion Forum, and The Fashion Network's Ecommerce Summit. I have also written expert opinion pieces on fashion sustainability for the media, including The ConversationBig Issue North and Use.Space blog


2013 - Primary Investigator on interdisciplinary project under ESRC Retail Knowledge Exchange Opportunities 2013 call entitled ‘The Application of Gestural Interactivity Technology to Online Fashion Retailing’ in the School of Materials, The University of Manchester 

2012 - Co-Investigator on ESRC Co-Investment Pilot ‘International Retailing: Market-Driven Ethical Supply Chain Management’ (ESRC/BSB/04) in the School of Management and Languages, Heriot-Watt University

2012 - Co-Investigator on EPSRC (IMRC2) funded project (EP/F02553X/1) ‘ENGAGE’ in School of Mathematical and Computer Sciences, Heriot-Watt University

Book Chapters

Perry, P., Barnes, E., Ye, T., 2020. 'The evolution of the Chinese luxury fashion consumer: an interpretive study of luxury value perceptions'. In Cantista, I., Sádaba, T. (eds.) Understanding Luxury Fashion: From Emotions to Brand Building, pp. 175-202, Palgrave Macmillan.

Perry, P., Kent, A., Bonetti, F., 2018. 'The use of mobile technologies in physical stores: The case of fashion retailing'. In Piotrowicz, W., Cuthbertson, R. (eds.) Exploring Omnichannel Retailing: Common Expectations and Diverse Realities, pp. 169-195, Springer Nature Switzerland AG, Switzerland.

Perry, P., Wood, S., Fernie, J., 2018. 'The international fashion supply chain and corporate social responsibility'. In Fernie, J., Sparks, L. (eds.) Logistics and Retail Management, pp. 97-128, Kogan Page, London.

Fernie, J., Perry, P., 2018. 'Supply chain strategy in the fashion and luxury industry'. In Fernie, J., Sparks, L. (eds.) Logistics and Retail Management, pp. 149-182, Kogan Page, London.

Perry, P., 2017. 'Garments without guilt? A case study of sustainable garment sourcing in Sri Lanka'. In Gardetti, MA., Torres, AL. (eds.) Sustainability in Fashion and Textiles: Values, Design, Production and Consumption, pp. 294-307, Greenleaf Publishing, Sheffield.

Bucklow, J., Perry, P., Ritch, E., 2017. 'The influence of eco-labelling on ethical consumption of organic cotton'. In Sustainability in Fashion: A Cradle to Upcycle Approach, pp. 55-80, Palgrave Macmillan.

Bonetti, F., Perry, P., 2017. 'A review of consumer-facing digital technologies across different types of fashion store formats'. In Vecchi, A. (eds.) Advanced Fashion Technology and Operations Management, pp. 137-163, IGI Global.

Bonetti, F., Perry, P., Fernie, J., 2017. 'The evolution of luxury fashion retailing in China'. In Choi, T-M., Shen, B. (eds.) Luxury Fashion Retail Management, pp. 49-67, Springer Singapore.

Perry, P., Ahmad, A., 2016. 'Islamic and Buddhist perspectives of Corporate Social Responsibility'. In Örtenblad, A. (eds.) Research Handbook on Corporate Social Responsibility in Context, pp. 69-88, Edward Elgar, London.

Journal Articles

Islam, MM., Perry, P., Gill, S., 2020. 'Mapping environmentally sustainable practices in textiles, apparel and fashion industries: a systematic literature review', Journal of Fashion Marketing and Management: An International Journal, ahead-of-print (ahead-of-print), 23.

Karaosman, H., Perry, P., Brun, A., Morales-Alonso, G., 2020. 'Behind the runway: Extending sustainability in luxury fashion supply chains', Journal of Business Research, 117, pp. 652-663.

Rafi-Ul-Shan, PM., Grant, DB., Perry, P., 2020. 'Are fashion supply chains capable of coopetition? An exploratory study in the UK', International Journal of Logistics Research and Applications, pp. 1-18.

Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., Gwilt, A., 2020. 'The environmental price of fast fashion', Nature Reviews Earth & Environment, 1 (4), pp. 189-200.

Liu, S., Perry, P., Gadzinski, G., 2019. 'The implications of digital marketing on WeChat for luxury fashion brands in China', Journal of Brand Management, 26 (4), pp. 395-409.

Čubrić, IS., Čubrić, G., Perry, P., 2019. 'Assessment of Knitted Fabric Smoothness and Softness Based on Paired Comparison', Fibers and Polymers, 20 (3), pp. 656-667.

Rafi-Ul-Shan, PM., Grant, DB., Perry, P., Ahmed, S., 2018. 'Relationship between sustainability and risk management in fashion supply chains', International Journal of Retail & Distribution Management, 46 (5), pp. 466-486.

Blazquez Cano, M., Perry, P., Ashman, R., Waite, K., 2017. 'The influence of image interactivity upon user engagement when using mobile touch screens', Computers in Human Behavior, 77, pp. 406-412.

Shen, B., Li, Q., Dong, C., Perry, P., 2017. 'Sustainability Issues in Textile and Apparel Supply Chains', Sustainability, 9 (9), pp. 1592-1592.

Chen, C., Perry, P., Yang, Y., Yang, C., 2017. 'Decent Work in the Chinese Apparel Industry: Comparative Analysis of Blue-Collar and White-Collar Garment Workers', Sustainability, 9 (8), pp. 1344-1344.

Baković, T., Kaurić, AG., Perry, P., 2016. 'The influence of radical innovation culture on business performance in the Croatian manufacturing industry', International Journal of Technology Management, 72 (4), pp. 333-333.

Liu, S., Perry, P., Moore, C., Warnaby, G., 2016. 'The standardization-localization dilemma of brand communications for luxury fashion retailers' internationalization into China', Journal of Business Research, 69 (1), pp. 357-364.

Perry, P., Wood, S., Fernie, J., 2015. 'Corporate Social Responsibility in garment sourcing networks: Factory management perspectives on ethical trade in Sri Lanka', Journal of Business Ethics, 130 (3), pp. 737-752.

McCormick, H., Cartwright, J., Perry, P., Barnes, L., Lynch, S., Ball, G., 2014. 'Fashion retailing – past, present and future', Textile Progress, 46 (3), pp. 227-321.

Perry, P., Kyriakaki, M., 2014. 'The decision-making process of luxury fashion retail buyers in Greece', Journal of Fashion Marketing and Management: An International Journal, 18 (1), pp. 85-106.

Towers, N., Perry, P., Chen, R., 2013. 'Corporate social responsibility in luxury manufacturer supply chains', International Journal of Retail & Distribution Management, 41 (11/12), pp. 961-972.

Perry, P., Towers, N., 2013. 'Conceptual framework development', International Journal of Physical Distribution & Logistics Management, 43 (5/6), pp. 478-501.

Wade Clarke, D., Perry, P., Denson, H., 2012. 'The sensory retail environment of small fashion boutiques', Journal of Fashion Marketing and Management: An International Journal, 16 (4), pp. 492-510.

Perry, P., 2012. 'Exploring the influence of national cultural context on CSR implementation', Journal of Fashion Marketing and Management: An International Journal, 16 (2), pp. 141-160.

Perry, P., Towers, N., 2009. 'Determining the antecedents for a strategy of corporate social responsibility by small- and medium-sized enterprises in the UK fashion apparel industry', Journal of Retailing and Consumer Services, 16 (5), pp. 377-385.

Office Location

Room C2.35
Cavendish Building