Mr Mike Bastin 

MA Pathway Co-ordinator for Fashion Marketing and Branding

Mike is a graduate of Warwick University's full-time MBA programme where he specialised in Strategic Brand Management and Fashion Marketing. Mike continues to hold strong links with Warwick University with ongoing collaborative fashion consumer behaviour research. Mike has also been appointed a Visiting Lecturer at Warwick University.

Mike's expertise in fashion brand management has been recognised globally. For example, recent invitations to deliver workshops to fashion industry professionals and academics have been received from Churchill College (University of Cambridge) and Donghua University (China's leading university in all areas of Fashion Design and Fashion Management and Marketing).

Mike's current research work examines the integration of traditional Chinese elements with a more modern design approach in Chinese fashion brands.

Mike is also Associate Lecturer at the London College of Fashion, invited to deliver guest lectures and seminars on areas where he is established as a leading authority internationally such as fashion consumer behaviour inside emerging market cultures with a focus on the Far East, the Middle East and Latin America.

He is Senior Teaching Fellow and the MA Pathway Co-ordinator for Fashion Marketing and Branding at WSA, with more than 20 years’ experience as a marketing academic specialising in all aspects of Fashion Brand Management and Consumer Behaviour. 

Mike’s research work focuses on the cultural, social and personal influences on fashion brand consumption and on Asia and China in particular. Mike has worked internationally for many years, with spells in the US, India and Central Asia. In particular, Mike worked and lived in China for seven years, teaching at leading Chinese universities as well as delivering training programmes to international businesses based across China, and still holds a Visiting Professorship at the University of International Business and Economics, a top-ranked Chinese university. Mike’s research work has been published in international academic journals such as the Journal of Brand Management and Social Cognition.

Mike’s work has also received considerable recognition in the international media with regular publications and television and radio appearances, including articles published in the Financial Times, The Bangkok Post and China Daily and appearances on BBC World and China Central Television.