Dr Pierre-Luc Emond
Lecturer in Marketing

Profile

Biography

Dr Pierre-Luc Emond joined the School for Business and Society as a lecturer in Marketing in 2020. Before working as an academic, he gained 8 years of industry experience in Buying/Merchandising and Retail Management at leading luxury fashion brands in London and Paris.

Dr Emond holds a PhD Degree in Business Administration (Marketing) from Alliance Manchester Business School, The University of Manchester, as well as MSc & BBA Degrees in Marketing from HEC Montréal, Canada and have recently completed my PGCAP and became Fellow of the Higher Education Academy (HEA).

His areas of expertise include luxury fashion management, marketing communications, branding, public relations and retail management. He is interested in how brands and individuals thrive in their field, and how cultural meanings are shaped by stakeholders. His work draws mainly on qualitative methods (grounded theory, case studies, interviews).

His PhD thesis examined the role of PR practitioners in building the symbolic power of luxury fashion brands, drawing on Pierre Bourdieu’s field theory and forms of capital (sociological perspective). During his PhD, he was Visiting Scholar at Università Commerciale Luigi Bocconi in Milan, Italy. He was awarded a Doctoral Fellowship from Social Sciences and Humanities Research Council (SSHRC) of Canada.

Dr Emond published in Journal of Fashion Marketing and Management (JFMM) and presented at national and international academic conferences, such as Academy of Marketing Science (AMS) and British Academy of Management (BAM). He has taught on various marketing-related subjects, such as ethical marketing and sustainability, digital marketing, new product development, international business strategy and qualitative research methods. He has experience mentoring undergraduate and postgraduate researchers.

Publications

Selected publications

Articles in academic journals

Emond, Pierre-Luc (2009), “Managing fashion and luxury companies,” Journal of Fashion Marketing and Management, 13(4), 582-584. https://doi.org/10.1108/13612020910991420

Articles in peer-reviewed conference proceedings

Emond, Pierre-Luc, Brunet, Johanne, and François Colbert (2015), “Is this ready-to-wear collection a success? The outlook of international high fashion brands on performance,” Developments in Marketing Science: Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference, Springer, Cham, p. 136. https://doi.org/10.1007/978-3-319-10963-3_71

Emond, Pierre-Luc, Bruce, Margaret, and Gary Davies (2008), “Public relations in the high fashion and luxury industry: A multiple case study of the collaborative process leading to media mentions,” Proceedings of the British Academy of Management Annual Conference, British Academy of Management, CD-ROM.

Conference presentations

Emond, Pierre-Luc and Margaret Bruce, “The role of public relations in luxury brand strategy,” Academy of Marketing Science 1^st Biennial Doctoral Consortium, Oslo, Norway, July 2009.

Emond, Pierre-Luc, Bruce, Margaret, and Gary Davies, “Public relations in the high fashion and luxury industry: A multiple case study of the collaborative process leading to media mentions,” Developmental paper session, Retail and Marketing Track, British Academy of Management Annual Conference, Harrogate, UK, September 2008. 

Emond, Pierre-Luc, Brunet, Johanne, and François Colbert, “Is this ready-to-wear collection a success? The outlook of international high fashion brands on performance,” Competitive paper session, Product and Brand Management Track, Academy of Marketing Science Annual Conference, Vancouver, BC, Canada, May 2008. 

Emond, Pierre-Luc, Bruce, Margaret, and Gary Davies, “Corporate communications in the high fashion and luxury industry: A multiple case study of the collaborative process leading to media mentions,” Marketing, International Business and Strategy Track, Alliance Manchester Business School Annual Doctoral Conference, Manchester, UK, May 2008. 

Emond, Pierre-Luc, Bruce, Margaret, and Gary Davies, “Public relations in the high fashion and luxury industry: A multiple case study of the process leading to media mentions,” Marketing Track, 4^th Annual Scottish Doctoral Management Conference, St. Andrews, Scotland, UK, May 2008.