Dr Enshang Shang

Dr. Enshang Shang is an Assistant Professor in Fashion Marketing, boasts a diverse background that spans academia, research, and extensive industry engagement. With an immersion in the dynamic realm of fashion, her journey began with a distinction Bachelor’s degree in Textile engineering and Fashion design. She continued to excel by completing her Master and PhD in Fashion Marketing and Management at the University of Manchester. Dr. Shang specialises in Experiential Marketing, Consumer Behaviour, and Retailing Environment—expertise refined through dedicated academic research and active participation in international conferences.

Her industry portfolio encompasses strategic marketing roles where she collaborated with and contributed to top global brands and consultancies. Within these positions, Dr. Shang engaged in internationalisation projects, crafted compelling branding campaigns, optimised digital strategies, and conducted in-depth data analyses to illuminate consumer insights.

Drawing upon her invaluable hands-on experience in fashion marketing, Dr. Shang elevates her teaching by infusing real-world examples that render complex concepts relatable and actionable for students. Her unwavering commitment to delivering high-quality education is evident in her relentless pursuit of excellence and her fervent dedication to nurturing the next generation of marketing professionals.

• PhD in Fashion Marketing and Management, University of Manchester, 2021
• MSc in International Fashion Marketing, University of Manchester, 2015 
• BSc (Hons) in Textile Engineering and Fashion Design, Donghua University, 2014

• 2023 – Present, Lecturer in Fashion Marketing, Regent's University London
• 2023 – Guest Lecturer in Design Thinking, UCL School of Management
• 2022 – Guest Lecturer in Strategic Marketing, University of Manchester
• 2021 – 2022, Strategist, The Hut Group Ltd.
• 2017 – 2021, Researcher and Teaching Assistant, University of Manchester
• 2015 – 2017, Brand Marketing Specialist, DHC Ltd.

• International CIRCLE marketing conference 16th - How to use sensory marketing strategy to influence the consumer decision-making process
• Euro Med Academy of Business Marketing Conference - New digital marketing strategy study in the fashion industry: the difference between showing available and unavailable products on social media
• Euro Med Academy of Business Marketing Conference - How to use experiential marketing strategy to improve cosmetic online shopping experience
• Digital Fashion Innovation e-Symposium - What makes luxury consumers have non-positive responses to celebrity endorsement on social media since Covid-19
   

Experiential Marketing, Consumer Behaviour, Retail Marketing, Omni-channel Marketing, International Marketing, Cultural Marketing.

Research supervision for the MA in International Fashion Marketing with the following research projects in 2023: 

• Experiential Marketing: Pop-up retail is changing the consumer perception in luxury fashion 
• To what extent has globalisation affected the rise of modest fashion in the UK?
• The impact of influencer endorsement on luxury fashion consumption
• How gender fluid fashion trend influences the self-identity of gen z in the UK?
• How do virtual influencers affect female Gen-Z consumers perception of self-identity?
   

Kickstart Funding Award Winner - The Enterprise and Entrepreneurship Training Programme and Competition, Masood Entrepreneurship Centre of Alliance Manchester Business School, 2021. 

• L7 Module – Fashion Branding, Regent's University London
• L7 Module – Dissertation, Regent's University London
• L6 Module – Innovation in the Fashion Environment, Regent's University London
• L4 Module – Fashion Marketing Principles and Practice, Regent's University London
• L5 Module – Design Thinking, UCL School of Management
• L7 Module – Strategic Marketing, University of Manchester