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Anthony Kent

Anthony Kent


School of Art & Design


Professor Kent, is a Professor of Fashion Marketing at NTU.

Career overview

Professor Kent completed a PhD from the University of the Arts London for his research into the locational contexts of fashion retail stores, their built environments and interior design. Previously he undertook a funded MBA, specialising in retail, and holds a BA (Hons.) in Modern History from the University of Oxford where he received two awards. He has worked as a product planner for a footwear company and retail management in the Buying and Merchandising function, in the UK. He is a Member of the Chartered Institute of Marketing, Fellow of the Royal Society of Arts, Fellow of the Higher Education Institute, and sits on the Committee for the Marketing Special Interest Group of the British Academy of Management. He is a member of Design Management International and a non-executive Director of Cybercard Ltd.

Research areas

Professor Kent's research is centred on interdisciplinary approaches to marketing and design, focusing on brand image and identity in retail stores, and more recently the convergence of physical and virtual environments. Professor Kent has a further interest in research methodologies and their application across disciplines. Professor Kent was Principal Investigator on an AHRC-funded research project, 'Metamorphosis of Design Management' examining the relationship between education, research and industry in this field. Professor Kent has initiated a number of academic conferences and symposia including the first Design and Marketing symposium in 2011. Previous projects have included EU funded programmes on business mentoring, skills training and development.

External activity

  • 2014 - Deputy Chair, Research Committee, International Foundation of Fashion and Textile Institutes
  • 2013 Invited presenter and research discussant, School of Textiles, University of Boras Sweden
  • 2012 Invited Speaker, Re Carlos V University, Madrid
  • 2012 Invited Speaker, Jiao Tong University, Shanghai
  • 2010 Invited Speaker, Dublin Institute of Technology
  • 2008 Guest lecturer, Mudra Institute of Communications, Ahmedabad, India
  • 2013-16 External Examiner, University of Manchester
  • 2011-14 External Examiner UCLAN
  • 2008-2012 External Examiner Robert Gordon University Aberdeen
  • 2013 PhD Examiner University of Manchester
  • 2012 PhD Examiner Brunel University
  • 2011 PhD Examiner, University of Hasselt, Belgium

Sponsors and collaborators

Professor Kent is currently working with V&A museum, London on a museum stores project


Kent, A and Petermans, A., 2017. Retail Design : Theoretical Perspectives. Routledge : Abingdon

Kent, A and Bush P., 2017. 'Personal Medical Devices and their Design'. In: Lynch, R AND Farrington, C, eds., Understanding Personal Medical Devices : Critical Approaches.

Millspaugh, J. and Kent, A., 2016. 'Co-creation and the Development of SME designer fashion enterprises', Journal of Fashion Marketing and Management, vol.20, Issue3, pp.322-338

Valero-Silva, N., Kettley, S. and Kent, A., 2016. 'Mental health service design: methodological and ethical challenges in stakeholder engagement'. In: 30th British Academy of Management Conference (BAM2016), Newcastle University, Newcastle upon Tyne, 6-8 September 2016.

Kent, A.,,Blazquez Cano,M., Schwarz, E. and Vianello., 2016. 'Omnichannel fashion retail and channel integration : the case of the department stores'. In: Vecchi, A, ed., Fashion Marketing . Hershey PA : IGI Global.Kent, A. 2015. 'Online and Mail Order Retail Marketing'. In Goworek , H. and McGoldrick, P. eds.,Retail Marketing, Harlow : Pearson.

Kent, A., 2016 . 'Place, branding, and heritage: the case of the Pretty Polly hosiery brand'. In: the Proceedings of Producing Fashion: Made in Vietnam Colloquia, RMIT, Ho Chi Minh City Vietnam. 5-7th July.

Kent, A., Dennis, C., Blazquez Cano, M. and Schwarz, E., 2015. 'Branding, marketing and design: experiential in-store digital environments'. In: E. Pantano, ed., Successful technological integration for competitive advantage in retail settings. Advances in e-business research series . Hershey, PA: IGI Global, pp. 1-22.

Kent, A.M. and Inns, T., 2014. 'Re-conceptualising strategy in design management education'. In: E. Bohemia, A. Rieple, J. Liedtka and R. Cooper, eds., Proceedings of the 19th DMI: Academic Design Management Conference, London 2-4 September 2014. Boston, MA: Design Management Institute, pp. 2954-2971.

Petermans, A., Kent, A. and Van Cleempoel, K., 2014. 'Photo-elicitation: using photographs to read retail interiors through consumers' eyes'. In: Journal of Business Research, 67 (11), pp. 2243-2249

See all of Anthony Kent's publications...

Press expertise

  • Retail design, retail experience and the retail environment
  • Fashion marketing
  • Fashion business systems
  • Fashion retailing
  • Design management