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Anthony Kent

Anthony Kent


Nottingham School of Art & Design


Professor Kent, is 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 is a Member of the Chartered Institute of Marketing, Fellow of the Royal Society of Arts, Fellow of the Higher Education Institute. He is currently Chair of the Research sub-committee of the International Foundation of Fashion Technology Institutions IFFTI. He was formerly Chair of the Marketing Special Interest Group of the British Academy of Management and co-organiser of the Marketing, Design and Branding Colloquia 2011- 2017.

Research areas

Professor Kent's research is centred on interdisciplinary approaches to marketing and design, focusing on the convergence of physical and virtual environments. Professor Kent has  further interests in sustainable  fashion retail and upcycling and research methodologies and their application across disciplines. He 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

  • 2019 - Keynote speaker THEOREM symposium, Anglia Ruskin University
  • 2017- Co-organiser of the 3rd International Colloquium on Branding, Design and Marketing
  • 2017-  Guest editor Journal of Art Design and Communication in Higher Education
  • 2017 - Chair, Research Committee, International Foundation of Fashion and Textile Institutions
  • 2015 - Co-organiser of Cumulus conference, Nottingham Trent University and Chair of the Innovation track
  • 2014-17 Chair Marketing and Retail Special Interest Group, British Academy of Marketing

Sponsors and collaborators


Kent A. and A. St. John-James. 2019. 'Clothing Upcycling and Sustainability in Ghana'. Fashion Practice, Vol. 11, No.3, pp. 375-396.

Kent A. and Siregar, Y. (2019) 'Consumer Experience of Interactive Technology in Fashion Stores”.  International Journal of Retail and Distribution Management. Vol. 47, No.12, pp.1318 – 1335.Townsend, K. A. Sadkowska; and Kent A. 'Fashioning clothing with and for mature women: a small-scale sustainable design business model', Management  Decision. Vol. 57 Issue:1, pp.3-20.

Healey R. and Kent A. (eds.) (2018) 'Editorial introduction. Special edition on Fashion Education', Journal of Art, Design and Communication in Higher Education, Vol.17, No.1, pp. 3-10.

Kent A., Winfield S. and Shi,C. (2018)  'Commercialisation and the authenticity of vintage fashion',  in D. Ryding, C. Henninger, and M. Blazquez Cano (Eds.)Vintage Luxury Fashion Exploring the rise of the Second-Hand Clothing Trade, Basingstoke: Palgrave Macmillan.

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: R. Lynch and Farrington, C. eds., Understanding Personal Medical Devices : Critical Approaches.

Kent, A. Golubnitschaja, O. Lemke, H. U. and Kapalla,M. “Designing for Personalisation in the shift to predictive and preventive

medicine”, in I. Kuksa and T. Fisher  (eds.) Design for Personalisation. Aldershot: Gower.

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. 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