Dr Samantha Lynch BA, MSc, PhD, PGCLTHE, FHEA is the lead for the Fashion Marketing and Fashion Business programmes at the Winchester Business School. As an experienced marketing practitioner, her industry career commenced as a graduate trainee in manufacturing followed by several full-service marketing appointments, both as a marketing executive and latterly as a contractor/consultant. Samantha has also worked in retail.
Research: Samantha holds a Bachelor’s degree in Business and Marketing from the University of Stirling. Followed by an MSc in International Fashion Retailing (with distinction) and a PhD in Fashion Marketing and Management from the University of Manchester. Her research is focused on retail consumer decision-making and her PhD examined the stages of omnichannel consumer decision-making journey for fashion. Her research seeks to examine the how and why behind consumer shopping behaviour and has explored concepts such as risk, pre-and post-purchase cognitive dissonance along with returns behaviour. Samantha has published work in the field of fashion retailing and has presented on the UK and international conference circuit.
Knowledge Exchange & Collaboration: Samantha continues to work with industry and welcomes enquiries about collaboration and consultancy. Samantha has worked with marketing agencies, independent professionals, international education institutions and business networks. Samantha leads knowledge exchange initiatives allied to fashion, such as Winchester Fashion Week. Samantha's work has made an impact beyond the academic community with features on BBC Radio and leading UK Business & Marketing blogs.
Teaching: From a teaching perspective, Samantha holds a Postgraduate Certificate in Learning and Teaching in Higher Education from the University of Winchester and is a Fellow of the Higher Education Academy. Samantha continues to lead and develop new modules and academic programmes centred upon marketing, fashion, retailing and consumer behaviour. Her programme management responsibilities include management and revalidation of the Fashion Marketing course at Winchester and the validation and management of the Fashion Business degree.
Journal Papers & Conference Proceedings
McCormick, H., Cartwright, J., Perry, P., Barnes, L., Lynch, S., & Ball, G. (2014) Fashion retailingpast, present and future. Textile Progress, vol. 46 is. 3, 227-321. Author acknowledgement in Liz Barnes (2013) Fashion Marketing, Textile Progress, 45:2-3, 182-207, DOI: 10.1080/00405167.2013.868677
Lynch, S. and Barnes, L. (2018) Examining Risk in the Stages of the Omnichannel Consumer Decision-Making Journey for Fashion. Proceedings of EIRASS Conference, Madeira, 16-19th July 2018.
Lynch, S. and Barnes, L. (2018) Examining the Role of Branding Experience and Brand Management in the Omnichannel Environment. Proceedings of the Academy of Marketing Conference, Stirling, 2-5th July 2018.
Lynch, S. and Barnes, L. (2017) Examining the Role of Branding in the Omnichannel Environment. Proceedings of the Academy of Marketing Conference, Hull, 3-6th July 2017.
Lynch, S. and Barnes, L. (2016) Appraising Pre-Purchase Dissonance Amongst Female Fashion Consumers Within the Retail Store Channel. Proceedings of the Academy of Marketing Conference, Newcastle, 4-8th July 2016, 4.
Lynch, S. and Barnes, L. (2014) Examining the Omnichannel Customer Journey of Young Female Fashion Consumers: A Methodological Perspective. Proceedings of the British Academy of Management Conference, Belfast, 9-11th September 2014, 46.
Lynch, S. and Barnes, L. (2014) Examining the Omnichannel Customer Journey of Young Female Fashion Consumers. Proceedings of the 11th International Circle Conference, University of Manchester, 23-26th April 2014, 69-70.
Lynch, S. and Barnes, L. (2014) Examining the Role of Branding in the Omnichannel Customer Journey of Young Female Fashion Consumers. Proceedings of the 2nd International Colloquium on Design, Branding and Marketing, Nottingham Business School, Nottingham Trent University, 9-10th December 2014, 51-52.
Lynch, S. and Barnes, L. (2014) Examining the Role of Social Media in the Omnichannel Customer Journey of High Involvement Young Female Fashion Consumers. Proceedings of the Oxford Retail Futures Conference, University of Oxford, 9-10th December 2014.Staff Directory