Dr Helen McCormick

Reader / Section Head - Fashion Communication

Dr Helen McCormick

Reader / Section Head - Fashion Communication

Email: h.mccormick@mmu.ac.uk

Academic and professional qualifications

I was awarded my PhD in 2009 from The University of Manchester, having undertaken research concerning online retailing and web-environment design. I have a BSc in Design Management for Fashion Retailing from The University of Manchester. I am a Fellow of the Higher Education Academy.

Previous Employment

I previously worked at The University of Manchester for 11 years as an academic following my PhD, which considered the design of fashion websites. I have worked in a number of retail establishments and it was during my time at Marks and Spencer’s as a Visual Merchandiser that my passion for retail and environment design became apparent, which inspired both my UG and PG focus.

Academic service (administration and management)

I am Section Head and line manager for the Visual Communication area of the department, managing staff on Fashion Art Direction and Fashion Promotion. I am a member of the Department Management Team, responsible for the vision, ethos and direction of the department. I have significant experience in leadership roles in Higher Education in Teaching and Learning, Line Management of staff and pastoral support of students, and my last role at my previous institution at the University of Manchester was Head of Education providing the leadership direction and strategic operational management with regards to learning, teaching and the student experience.

Postgraduate research supervision

IAs a subject specialist in fashion retail marketing I conduct research in the areas of digital strategy and innovation in the retail industry, focusing on consumption behaviour, marketing communications and customer engagement and more recently sustainable business practices in fashion retail and responsible consumption behaviour management. My research interests follow contemporary issues considering how they affect consumer and business practices.

I have an established track record of publishing in internationally recognised journals as well as attending Marketing, Management, Branding and Technology conferences. I have been invited as a keynote speaker at a number of events concerning my research utilising eyetracking technology and the changing retail environment. 

I have supervised a number of 7 PhD students to successful completion in areas of digital/ marketing, customer experience, consumer journey and sustainable practices. I am continuing to recruit, mentor and supervise research students.

I have received funding from industry and completed projects in order to help improve business processes.

External examiner roles

I was invited as the External Examiner to lead the Development and Approval Group (DAG) to consider the approval of BA (Hons) Fashion Communication and Promotion; BA (Hons) Fashion Marketing and Branding and BA (Hons) Fashion Management programmes at Nottingham Trent University
(2019).

External Examiner for Glasgow Caledonian University for the BA/BA (Hons) International Fashion Branding (2015-2019)

External Examiner for Heriot Watt University for the BA Fashion, Marketing and Retailing (2016-2020)

Research

Book Chapters

Zhou, S., McCormick, H., Blazquez, M., Barnes, L., 2019. 'eWOM: The Rise of the Opinion Leaders'. In Social Commerce, pp. 189-212, Springer International Publishing.

Journal Articles

Zhou, S., Barnes, L., McCormick, H., Blazquez Cano, M., 2020. 'Social media influencers’ narrative strategies to create eWOM: A theoretical contribution', International Journal of Information Management, pp. 102293-102293.

Yan, S., Henninger, CE., Jones, C., McCormick, H., 2020. 'Sustainable knowledge from consumer perspective addressing microfibre pollution', Journal of Fashion Marketing and Management: An International Journal, 24 (3), pp. 437-454.

Boardman, R., McCormick, H., 2019. 'The impact of product presentation on decision-making and purchasing', Qualitative Market Research: An International Journal, 22 (3), pp. 365-380.

Boardman, R., McCormick, H., 2018. 'Shopping channel preference and usage motivations', Journal of Fashion Marketing and Management: An International Journal, 22 (2), pp. 270-284.

Cartwright, J., McCormick, H., Warnaby, G., 2016. 'Consumers' emotional responses to the Christmas TV advertising of four retail brands', Journal of Retailing and Consumer Services, 29, pp. 82-91.

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.

Magrath, V., McCormick, H., 2013. 'Marketing design elements of mobile fashion retail apps', Journal of Fashion Marketing and Management: An International Journal, 17 (1), pp. 115-134.

Magrath, V., McCormick, H., 2013. 'Branding design elements of mobile fashion retail apps', Journal of Fashion Marketing and Management: An International Journal, 17 (1), pp. 98-114.

McCormick, H., Livett, C., 2012. 'Analysing the influence of the presentation of fashion garments on young consumers’ online behaviour', Journal of Fashion Marketing and Management: An International Journal, 16 (1), pp. 21-41.

Office Location

Cavendish Building