Dr Enshang Shang is a Lecturer for MA Global Fashion Retailing, bringing a diverse background that spans academia, research, and industry experience. Her journey in fashion began with a Bachelor’s degree in Textile Engineering and Fashion Design from Donghua University, followed by a Master’s and PhD in International Fashion Marketing and Management at the University of Manchester.
Enshang’s expertise lies in Experiential Marketing, Consumer Behaviour, Customer Experience, and Omnichannel Retailing. She has extensive teaching experience across higher education institutions, including London College of Fashion, Regent’s University London, University of Manchester, and UCL School of Management.
Before joining academia, Enshang held strategic marketing roles in China and the UK, working with leading global brands and consultancies. During this time, she developed impactful marketing strategies and led major international projects across the beauty, fashion, and retail sectors. Her teaching philosophy emphasises bridging theoretical frameworks with practical applications. By integrating real-world projects and contemporary case studies into her curriculum, Enshang ensures her teaching is both academically rigorous and deeply relevant to the fashion industry, equipping students with the practical skills needed to excel in the dynamic world of global fashion retailing.