Prof Carolyn Mair CV 2018-02-21T10:32:24+00:00

Professor Carolyn Mair, PhD, CPsychol, FBPsS


Using an evidence-base to derive deep insights and data-driven predictions, my work is concerned with empowering professionals, practitioners and learners from a range of disciplines to integrate knowledge from psychology and fashion to build a greater understanding of their own and others’ behaviour across all contexts within the fashion industry.. Looking forward to hearing from you.

Key Career Achievements

  • Author The Psychology of Fashion, (2018) part of The Psychology of Everything Series published by Routledge
  • Created and led unique, innovative Masters and BSc programmes at one of the world’s top Arts universities that addressed an unacknowledged gap in provision
  • Led and collaborated on several multidisciplinary and international funded research projects
  • Consulted to local and global fashion, cosmetics and associated brands
  • Published 70+ papers in peer-reviewed publications which have been cited > 800 times
  • Created short-courses and workshops for the fashion industry on a range of topics
  • Presented at international, interdisciplinary academics and industry conferences, symposia and workshops
  • Invited keynote at local, national and international business and academic events
  • Featured frequently in online and hard copy press and media
  • Chartered Fellow of the British Psychological Society (BPS) and Vice-Chair (formerly Chair) of their largest regional branch, London and Home Counties, which has 16,000+ members

Key Competencies

  • Outstanding, strong original and creative ideas generator
  • Expert understanding of own and others’ decision-making and problem solving approaches
  • Collaborative and inspirational leader and powerful communicator
  • Expert relationship, management, coaching and mentoring skills
  • Exceptional understanding of individual and group behaviour in multiple contexts
  • Fluent design-thinking approach to the creation and implementation of change programmes
  • Broad sector consultancy experience across retail, technology, leisure and consumables
  • Deep and extensive knowledge of ethical implications and procedures
  • Track record of designing and conducting research projects and analyzing, interpreting and reporting research outcomes to meet needs of diverse audiences
  • Experience of managing project staff and budgets, and achieving aims in time and to budget

Career History

Consultant to industry

(October 2012 – present)

Professor of Psychology for Fashion, London College of Fashion  

(October 2012 – September 2017)

Achievements and responsibilities:

  • Identified the need for the application of Psychology in the context of fashion
  • Developed the world’s first and still only, Masters and Bachelors programmes to apply Psychology in the context of fashion
  • Successfully achieved British Psychological Society (BPS) accreditation for the MSc Applied Psychology in Fashion
  • Awarded BPS 2016 Innovative Programme award for MSc Applied Psychology in Fashion
  • Continue to recruit a diverse student cohort beyond target
  • Proposed, created and led the Wellbeing Research hub at LCF which runs 5 public-facing events annually. Each event sells out with up to 250 attendees from business, press, media, academia and practice

Professor of Applied Cognitive Psychology, Southampton Solent University

(February 2007 – October 2012)

Achievements and responsibilities:

  • Principal investigator of 10+ funded research projects
  • Creator and leader of Cognition Research hub; departmental seminars, reading group
  • Supervisor of research and undergraduate students
  • Psychobiology/Cognitive Psychology/Applied Cognitive Psychology
  • Year Tutor all years and pastoral tutor to individual students
  • Designed and delivered staff workshops in research methods and bid writing
  • Co-developer of the research strand of MA Higher Education Practice
  • University, Faculty and School Committee memberships

Consultancy (incudes)

  • TK Maxx, UK
  • P&G, UK
  • Unilever, UK
  • Mash, UK
  • Edelman, UK
  • Redscout, USA
  • Fashion brands

Media interviews/features (includes)

  • Guardian, The Times, Independent, Mail
  • Sky News, TRT, London Live
  • Radio (local and national BBC Radio 4)
  • Vogue, Elle (UK, Malaysia, Middle East, Spain), Grazia, Stylist, Psychologies and several additional online and traditional media


  • PhD Cognitive Neuroscience – Bournemouth University
  • MSc Research Methods Psychology – Portsmouth University
  • BSc (Hons) Applied Psychology and Computing (2:1) – Bournemouth University
  • Chartered Fellow – British Psychological Society