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Winchester School of Art

Dr Yasmin Sekhon Dhillon BA (Hons), MA, PhD, PGCTLHE

Associate Professor

Dr Yasmin Sekhon Dhillon's photo

Dr Yasmin Sekhon Dhillon is an Associate Professor at Winchester School of Art, at the University of Southampton.

Having undertaken a BA in Business Management and MA in Marketing, Yasmin has a continued interest in Business, Marketing and Strategy. Yasmin's PhD focused on the consumption patterns of second generation Asian Indians.

Currently Yasmin is the Director of PGT programmes, overseeing the management of all the school’s PG taught masters programmes. Yasmin is also an active researcher focusing on consumption, culture and identity. Her most recent work explores the meaning of luxury to children, having successfully won an initial bid to explore consumption, luxury and children from a cross cultural perspective, Yasmin undertook this research in a number of countries to fully understand consumption decisions made by children across different nations in relation to luxury, design, well-being and happiness.

Most recently Yasmin was awarded her second ESRC grant to develop research impact and is working with a number of schools, locally and abroad to disseminate her findings amongst young consumers. In addition she also focuses on consumption and identity amongst immigrant communities. Most recently investigating the role of sustainability in the luxury sector and its influence on luxury brands, consumers and wider stakeholders. Yasmin continues to publish in these areas, including journal articles and book chapters. Yasmin is co-director of the Winchester Luxury Research Group.

Currently Yasmin is on the editorial board of the International Journal of Market Research, and has served as Associate Editor of Journal of Marketing Management.

Yasmin has been invited to give talks at a number of universities, including University of Essex and Exeter. Yasmin is a member of the Warwick Luxury and Innovation Hub, and was invited to join the ‘Luxury Consumer Trends’ panel at the Shard, London.

Yasmin is member of the Chartered Institute of Marketing, working closely with relevant professional bodies. Yasmin continues to supervise PhD students investigating a number of topics including, 'Effects of Shopping Atmospheric Variables on Children' as well as 'Digital Platforms and Implications for Advertising'.

Research interests

Yasmin continues her research in the area of consumption, from both a luxury, cultural, consumer and business perspective.

A most recent research project includes the investigation of materialism across cultures.

In addition Yasmin is interested in the creative and fashion aspects of luxury including luxury and fashion consumption as well as the use of the senses in luxury. Yasmin enjoys investigating consumption patterns across generations, cultures and sectors.

Yasmin currently supervises a number of PhD students, focusing on culture, management, consumption and financial consumption.

Research group

Winchester Luxury Research Group

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Book Chapters


Strategic Marketing

Luxury Branding

Luxury Management

Dr Yasmin Sekhon Dhillon
Winchester School of Art University of Southampton Park Avenue Winchester Hampshire SO23 8DL Telephone number: 023 80596990 Email address:

Room Number : 63G/3025

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