Catherine Sarah Greenwood
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Catherine is a Lecturer for our BSc (Hons) Business and Marketing degree and our BA (Hons) Digital Marketing apprenticeship programme. She also leads various modules across business and marketing disciplines. Catherine's specific interests include fashion studies, the influence of social media personalities on fashion knowledge production, and digital marketing.
Catherine Greenwood is a Digital Marketing Lecturer here specialising in luxury, fashion, lifestyle, and consumer insight. She originally joined the University in 2019 as an Associate Lecturer, teaching Critical Studies to students in Fashion Design, Promotion, and Textiles. In 2023, Catherine transitioned to the School as a Digital Marketing Lecturer, where she now teaches across various business, enterprise, and marketing modules.
Currently, Catherine is pursuing a PhD within the School of Arts. Her research focuses on the transformation of the luxury fashion industry's established system in the 21st century, specifically exploring how visual user-generated content on platforms such as Instagram reshapes the industry. The study aims to uncover the characteristics defining influencers' fashion communication practices. By leveraging real-time data from social media, her research provides insights valuable for luxury brands seeking to create successful visual digital marketing campaigns, ultimately enhancing consumer engagement and influencing purchasing behaviours.
Catherine's academic contributions also include presentations at various conferences, such as Newcastle University's 2021 Locking Down the Fashion Sector and the 2020 British Textile Biennial. Beyond her university teaching, she has led the Fashion and Business Saturday Club as the lead tutor for three academic years, under The National Saturday Club Trust. In this role, she designed effective course programmes for young people aged 13-16, giving them a taste of studying art-related subjects beyond secondary education.
In addition to her academic career, Catherine has extensive entrepreneurial experience, having successfully launched an independent children's country wear brand. Her work gained significant attention, with features in events and media such as the 2020 British Shooting Show at the NEC, Lancashire Life, British Vogue, BBC Radio, The Shooting Gazette, and the Lancashire Evening Post.
- FdA Design Technology Surface Textiles, London College of Fashion, 2012
- HDippE Design Technology Secondary Education, Edge Hill University, 2014
- BA Hons Textiles, University of Central Lancashire, 2016
- PhD, School of Arts, University of Central Lancashire (in progress): Expected completion in Winter 2025
- Digital marketing
- Fashion studies
- Consumer culture
- Influencer marketing
- Fashion promotion and marketing
- Entrepreneurship
- Decoding Luxury Fashion Influencers: A Typology of Influencer Fashion Communication Practices for Luxury Brands - PhD on going
- The Use of Fashion and Appearance for The Social Stratification of UK Country Music Fans - On going
- Whittingham Lives: Archival Research Assistant to Dr Carole Hunt, 2020-2022
- Locking down the Fashion Sector? Exploring Resilience and Restriction, 2021
- British Textile Biennial, 2020
Email: Email:Catherine Sarah Greenwood