Reader / Section Head - Fashion Communication
I am an entrepreneurial academic leader, with a focus on high-impact initiatives that support both Department and University Strategy including those related to academic programming, research, and innovation, teaching and learning, and educational leadership. As a subject specialist in fashion 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.
Teaching Fashion, which is an ever-evolving subject area it is imperative to create student centred approaches to provide ownership of learning and allow personal focus and encourage active participation and shared responsibility for learning between staff and students. My approach to teaching is experiential learning and engaged pedagogy, to encourage a “Collective Culture”, bringing together students from different disciplines, research and teaching colleagues, and industry experts; to influence, embrace prior learning and create meaningful and exciting education for our students. I teach as I love to continually learn about my subject and the changing environment that we live in. For me teaching and learning should create exciting experiences and a shared understanding and learning experience with students, celebrating diversity, education should be liberatory and transgressive. To deal with current and future global challenges, we need to create a collaborative culture that unites diverse groups of people with different expertise to maximise impact through ‘collective intelligence’ of specialist staff and forward thinking students.
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.
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
As 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 9 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
Chief external Examiner, within the School of Textiles and Design, Heriot Watt University. (2020-2024)
External Examiner for MA Luxury Brand Management (Amsterdam and London Campus) in the Faculty of Arts Design and Social Sciences, Northumbria University (2020-2024)
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
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)
McCormick, H., Ram, P., 2022. '‘Take a Stand’: The Importance of Social Sustainability and Its Effect on Generation Z Consumption of Luxury Fashion Brands'. In Palgrave Advances in Luxury, pp. 219-239, Springer International Publishing.
Henninger, C., Blazquez, M., Boardman, R., Jones, C., McCormick, H., Sahab, S., 2020. 'Cradle to-cradle vs consumer preferences'. In Encyclopedia of Renewable and Sustainable Materials, Elsevier.
McCormick, H., Zhang, R., Boardman, R., Jones, C., Henninger, C., 2020. '3D-printing in the fashion industry: a fad or the future?'. In Technology-Driven Sustainability - Innovation in the Fashion Supply Chain, in in Vignali, G., Reid, L., Ryding, D., & Henninger, C.E. (eds), Springer International Publishing.
Yan, S., Jones, C., Henninger, C., 2020. 'Textile industry insights towards impact of regenerated cellulosic and synthetic fibres on microfibre pollution'. In Sustainability in the Textile and Apparel Industries Sourcing Synthetic and Novel Alternative Raw Materials, Springer Nature.
Xue, L., Parker, CJ., McCormick, H., 2019. 'A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions'. In Augmented Reality and Virtual Reality, pp. 27-41, Springer International Publishing.
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.
Henninger, C., Jones, C., Boardman, R., McCormick, H., 2018. 'The circular economy phenomenon an overview of its status in the UK market'. In Sustainable fashion in a circular economy, in Niinimäki, K. (ed), Aalto ARTS Books, Helsinki.
Jones, C., Henninger, C., Boardman, R., McCormick, H., 2018. 'Collaborative consumption and the fashion industry'. In Sustainable fashion in a circular economy, in Niinimäki, K. (ed), Aalto ARTS Books, Helsinki.
Chrimes, C., Boardman, R., McCormick, H., Vignali, G., 2023. 'Investigating the impact of body shape on garment fit', Journal of Fashion Marketing and Management: An International Journal.
Boardman, R., Mccormick, H., 2022. 'Attention and behaviour on fashion retail websites: an eye-tracking study', Information Technology & People, 35 (7), pp. 2219-2240.
Chrimes, C., Boardman, R., Vignali, G., McCormick, H., 2022. 'Investigating how online fashion product page design affects the consumer's clothing fit appraisal', Journal of Consumer Behaviour, 21 (6), pp. 1478-1493.
Vladimirova, K., Henninger, CE., Joyner-Martinez, C., Iran, S., Diddi, S., Durrani, M., Iyer, K., Jestratijevic, I., McCormick, H., Niinimäki, K., Thangavelu, P., Sauerwein, M., Singh, R., Simek, P., Wallaschkowski, S., 2022. 'Fashion consumption during COVID-19: Comparative analysis of changing acquisition practices across nine countries and implications for sustainability', Cleaner and Responsible Consumption, 5, pp. 100056-100056.
Chen, R., Perry, P., Boardman, R., McCormick, H., 2022. 'Augmented reality in retail: a systematic review of research foci and future research agenda', International Journal of Retail & Distribution Management, 50 (4), pp. 498-518.
Boardman, R., McCormick, H., Henninger, CE., 2022. 'Exploring attention on a retailer’s homepage: an eye-tracking & qualitative research study', Behaviour & Information Technology, pp. 1-17.
Iran, S., Joyner Martinez, CM., Vladimirova, K., Wallaschkowski, S., Diddi, S., Henninger, CE., McCormick, H., Matus, K., Niinimäki, K., Sauerwein, M., Singh, R., Tiedke, L., 2022. 'When mortality knocks: Pandemic-inspired attitude shifts towards sustainable clothing consumption in six countries', International Journal of Sustainable Fashion & Textiles, 1 (1), pp. 9-39.
Zhou, S., Blazquez, M., McCormick, H., Barnes, L., 2021. 'How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure', Journal of Business Research, 134, pp. 122-142.
Zhou, S., Barnes, L., McCormick, H., Blazquez Cano, M., 2021. 'Social media influencers’ narrative strategies to create eWOM: A theoretical contribution', International Journal of Information Management, 59, 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.
McCormick, H., Henninger, C., 2022. 'Investigating consumer attitudes and relationships with fashion clothing during the Covid 19 Pandemic within the UK: The barriers and enablers towards sustainable fashion consumption practices', 1st Symposium of the International Research Network for Sustainable Fashion Consumption, 31/3/2022 - 1/4/2022.
McCormick, H., Li, S., Vazquez, D., Kent, T., 2021. 'Social Tagging of User-generated Images in Social Commerce', FMCd 2nd Colloquium, 25/11/2021.
Pocinkova, L., Henninger, C., McCormick, H., Blazquez, M., 2021. 'Exploratory study of swap events and consumer swapping journeys through a theory of social practice lens in the context of Manchester', Sustainable Apparel & Textiles in the Circular Economy, University of Huddersfield.
McCormick, H., Ram, P., 2021. 'Purpose driven brands – the rise of social sustainability', Academy of Marketing Conference, 5/7/2021 - 7/7/2021.
Chrimes, C., Boardman, R., Vignali, G., McCormick, H., 2021. 'Understanding How Female Body Shape Impacts Garment Fit Satisfaction', 2nd Digital Fashion Innovation E-Symposium, Manchester Fashion Institute, Manchester Metropolitan University, 28/6/2021 - 29/6/2021.
Zhou, S., Barnes, E., Blazquez, M., McCormick, H., 2019. 'What and How to Talk: The Value of Fashion Opinion Leaders’ Narrative Strategies in Cultivating eWOM Marketing', Global Fashion Marketing Conference (GAMMA), Paris, 11/7/2019 - 14/7/2019.
Zhou, S., McCormick, H., Blazquez, M., Barnes, E., 2019. 'From a Marketing Communication Perspective to Identify Fashion Opinion Leaders’ Narrative Strategies to Create eWOM: A Theoretical and Methodological Contribution', Academy of Marketing Conference, Regent's University London, 2/7/2019 - 4/7/2019.
Chrimes, C., Boardman, R., Vignali, G., McCormick, H., 2019. 'The dress and the self: how dress styles express identities', IFFTI, Manchester Fashion Institute, Manchester Metropolitan University, 8/4/2019 - 12/4/2019.
Chan, R., McCormick, H., Boardman, R., 2018. 'Analysing How Retailers Are Using Augmented Reality to Influence Consumer Behaviour across Retail Channels: Offline and Online Perspectives', Augmented and Virtual Reality Conference, MMU, Manchester, 21/6/2018 - 22/4/2022.
Jones, C., Henninger, C., McCormick, H., 2018. 'Mirror, mirror on the wall… what recycling methods for viscose do we have available at all.', International Foundation of Fashion Technology Institutes (IFFTI), Shanghai, China., 10/4/2018 - 12/4/2018.
Zhou, S., McCormick, H., Barnes, E., Blazquez, M., 2018. 'How Opinion Leaders Persuade Consumers: Fashion Opinion Leaders’ Narrative Strategies for Creating eWOM on Chinese Social Media', International Foundation of Fashion Technology Institutes (IFFTI), Shanghai, China, 9/4/2018 - 12/4/2018.
Zhou, S., McCormick, H., Blazquez, M., Barnes, E., 2017. 'An investigation of the effects of opinion leaders' narrative strategies on consumer purchase intention through social media', 3/7/2017 - 6/7/2017.
Henninger, C., Boardman, R., McCormick, H., Burklin, N., 2017. 'Exploring determinants that influence the consumer decision-making process concerning second hand garments', Academy of Marketing, Hull University Business School, 3/7/2017 - 6/7/2017.
McCormick, H., Parker, C., Magrath, V., 2017. 'Emotional Response Beyond PAD: Digital Retail Emotions Scale (DRES)', 3rd International Colloquium of Design, Branding and Marketing, Bournemouth, UK., 5/4/2017 - 7/4/2017.
Boardman, R., McCormick, H., 2014. 'Analysing The Differences Between 20 to 70 Year Old Consumers in Their Responses to the Design of a Retailer’s Homepage, Through Eye Tracking Technology', 2nd International Colloquium on Global Design and Marketing, Nottingham Trent University, 9/12/2014 - 10/12/2014.
McCormick, H., Rowland, K., 2014. 'Analysing Consumers’ Emotional ResponsThe Influence of Hedonic and Utilitarian Motivations on Mobile Device Behaviour', British Academy of Marketing, Belfast, 9/9/2014 - 11/9/2014.
Boardman, R., McCormick, H., 2014. 'Analysing How the Design of a Retailer’s Homepage Influences Consumers’ Shopping Behaviour Through Eye Tracking Technology', The 11th International Circle, The University of Manchester.
Magrath, V., McCormick, H., 2011. 'Branding design elements of mobile fashion retail apps A conceptual model and implications', 1st International Colloquium on Global Design and Marketing, London, 8/12/2011 - 9/12/2011.
McCormick, H., Vazquez, D., 2011. 'Identification and classification of important areas of e-design for an online fashion environment', British Academy of Management, Birmingham, 16/5/2011 - 17/5/2011.
McCormick, H., Vazquez, D., Moody, W., 2008. 'Measurement and Analysis of Emotional States towards a Fashion Retail Multi-channel Environment', Recent Advances in Retailing and Services Science (EIRASS), Zagreb, Croatia, 14/7/2008 - 17/7/2008.
McCormick, H., Vazquez, D., Moody, W., 2008. 'Identification and Analysis of a Fashion Retailers Multi-channel Visual Identity', European Marketing Academy Conference (EMAC), Brighton, 27/5/2008 - 30/5/2008.