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Photography and Digital Marketing for Fashion

   School of Art and Design

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  Dr Marco Bohr, Prof A Kent  Applications accepted all year round  Self-Funded PhD Students Only

About the Project

The proposed project will investigate the relationship between photography, fashion marketing and social media platforms such as Instagram and TikTok. The rise of social media has had a profound impact on fashion marketing by enabling brands to advertise with the potential of reaching vast global audiences. Moreover, as social media platforms mature, so brand reach is extended through a complex ecosystem that includes influencers, interactive engagement with brands, viral images, brand events and the co-creative interconnection between producers and consumers in both digital and physical environments. Photography, or visual communication more broadly, plays a key role in how fashion brands are shaped, constructed and promoted online. The proposed project provides PhD candidates with the opportunity to conduct an in-depth investigation into these emerging dynamics. We are interested in original, innovative and timely projects that view photography not simply as a form of representation, but as a key tool that actively shapes brand consumption.

Applicants should have a strong understanding of photography, fashion and marketing contexts. This is an interdisciplinary PhD opportunity and applicants will be encouraged to strongly consider the emerging overlap between these areas. Applicants should note that this opportunity is for a PhD via the traditional research degree consisting of an original written thesis, however in exceptional cases we will consider practice-based or industry-based interventions as part of the project proposal. Applicants from a wide range of different backgrounds, whether that is within academia, industry or yet emerging fields, are very much encouraged to apply.

The successful applicant would join one of the country’s leading art and design schools which has been influencing, inspiring and innovating for over 175 years. The school has a vibrant, forward-looking and expanding research community where collaboration and interdisciplinarity are embraced and encouraged. PhD candidates would have access to a number of highly relevant research groups within the school including, but not limited to, the Fashion and Textiles Research Group and the Fashion and Textile Business Research Group. Additionally, successful applicants would have access to world-class technical facilities and technical expertise in relation to photography, visual communication and/or fashion if this is appropriate for the project. As UNESCO City of Literature, Nottingham is a vibrant and exciting city considered to be one of the leading centres of the Creative Industries in the UK.

The successful applicant would be supervised by Dr. Marco Bohr, Associate Professor in Visual Communication and Dr. Anthony Kent, Professor of Fashion Marketing, both of whom are based in the School of Art & Design. Additional supervision expertise will be considered on a case-by-case basis and where this is appropriate.

Entry qualification

Entrants must have a Bachelors and a Masters Degree in a subject area relevant to the PhD research. 

How to apply

Applications are accepted all year round. Anyone interested in applying for this PhD opportunity is welcome to send draft proposals of circa 1,500 words directly to Dr. Marco Bohr for feedback and guidance. Under clear headings or subheadings, the proposal needs to contain the following information: the proposed title of the project, the research area, the research question(s) to be investigated including an explanation of why the proposed research area is likely to lead to high quality research outcomes, why the research areas has been chosen, the methodology, the research context including references to other work in the field, as well as the purpose and originality of the research.

For further guidance and to make an application, visit NTU's how to apply page. For informal enquiries, please contact Dr. Bohr at [Email Address Removed].

Funding Notes

This opportunity is for self-funded PhD students. Applicants are encouraged to apply for external funding and we will support this process if appropriate and when required.


Bohr, M. and Sliwinska, B. (eds) (2018), The Evolution of the Image: Political Action and the Digital Self, London: Routledge.
Alexander, B. and Kent A.M. (2020), Change in technology-enabled omnichannel customer experiences in-store. Journal of Retailing and Consumer Services. Online 4th October 2020.
D.Vazquez, D. Cheung, J. Nguyen,B. Dennis,C. and Kent, A.M. (2020), Examining the influence of user-generated content on the fashion consumer online experience. Journal of Fashion Marketing and Management. Online 7th September 2020. doi 10.1108/JFMM-02-2020-0018.

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