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Mandy Machray

Senior Lecturer

Nottingham School of Art & Design

Role

Specialising in International Brand Marketing, my role as a senior lecturer in teaching Fashion Marketing and Branding is to introduce students to fashion marketing theory and it’s application in industry best practice, encompassing the following and more:

  • Consumer and market research
  • Insight and idea generation
  • Fashion marketing strategy & application
  • Marketing communications development and case studies
  • Brand development and strategic brand management
  • Brand visual language
  • International Fashion Marketing

Career overview

I have over 30 years of experience in marketing for a diverse range of lifestyle and apparel brands including roles in Beauty, Fitness, Music and Retail. I have worked on projects with brand partners including Eurosport, International Swimming Federations and Teams and World Class athletes.  My roles have included International brand development; including the consideration of cultural factors and the importance of global communication and collaboration.

I was responsible for global brand photoshoots and marketing campaigns for Speedo International Limited and working with multiple agency partners to deliver creative and commercial results.

I have been teaching at Nottingham Trent for the last 5 years.

Research areas

My lifelong interest in fashion, and my personal experience of Sub-Cultures led me to recently complete an MA in Culture, Style and Fashion at NTU, with a focus on the intersection of workwear, ageing and sub-culture. My final thesis explored this in relation to the iconic French workwear item ‘Blue De Travail’.

Related research interests include Denim and it’s role in self-expression and the Iconic Breton Stripe Top.

External activity

In 2021 I presented a conference paper on my research into Raw Denim Fades at the London Centre for Interdisciplinary Research’s International Conference “The Aesthetics of Decay: Creative Modes of Destruction”

Course(s) I teach on