Bloomsbury Fashion Business Cases: Editorial Team

The case collection is curated, edited, and shaped by our expert team of international subject specialists. Our Editors work with each author to provide astute feedback and valuable insight into the case study method of teaching, to ensure every case is classroom-ready. Meet the team…



China: Bin Shen

Associate Professor at Donghua University in China and a Humboldt Fellow in Germany. Bin has published more than 50 research articles in leading journals, such as Production and Operations Management, Journal of Business Research, Supply Chain Management: An International Journal, Technological Forecasting and Social Change, International Journal of Production Economics. He won The Textile Institute Research Publication Award from The Textile Institute IN 2016.


Europe: Ana Roncha

Senior Lecturer and Course Director for the Masters in Strategic Fashion Marketing at the London College of Fashion, Ana Roncha is an experienced strategic thinker working with established international fashion and lifestyle brands, start-up communities, academia, media and international organisations. She is a renowned academic with close to two decades specialising in strategic fashion marketing and fashion brand development in a global setting. Ana holds a PhD in Design and Marketing Management for the Fashion Industry, holds a Post-Doctoral Research Fellowship in Enterprise and Innovation, and is a fellow of the HEA. Co-author of the book “Fashion Management: A Strategic Approach” as well as the Case Centre’s award winning case on Ethics and Social Responsibility 2019.


UK: Bethan Alexander

Senior Lecturer and Course Leader in Global Fashion Retailing at London College of Fashion, Bethan Alexander, is a Senior Teaching Fellow, Research Fellow, UAL Teaching Scholar and Deputy Chair of the Fashion Marketing Consumption & discourse SIG, Academy of Marketing. Bethan’s research spans Multi-Sensory Fashion Retailing; Customer Brand Experiences Online and Offline and Innovative Retail Formats. Bethan has presented at conferences internationally and her publications have appeared in journals including Journal of Fashion Marketing & Management, Journal of Retailing & Consumer Services and International Journal of Retailing & Distribution Management. Bethan has extensive industrial work experience and leads on multiple knowledge exchange collaborations between academia and industry.



Africa: Okey Okere

Managing Director of Hofstede Insights Nigeria and Adjunct Faculty Member of Business School Netherlands (Nigeria). Okey is a certified cross-cultural management expert that regularly contributes articles for the EU’s Cube-In project, to help (mainly European) entrepreneurs understand how to do business in Africa and other regions.



Video Link: Introducing Bloomsbury Fashion Business Cases