Marta Blazquez Cano is a Lecturer in Fashion Marketing at the School of Materials, University of Manchester, UK. Marta holds a BA in Advertising and PR and has developed a career in the advertising and marketing industry over a period of 10 years. She has published in leading journals, contributed to edited books, and presented her work at various national and international conferences. Marta has also been a visiting researcher in the Oxford Institute of Research Management (OXIRM), University of Oxford, UK.Claudia E. Henninger is a Lecturer in Fashion Marketing Management at Manchester University, UK, where she teaches sustainability and strategic management. Claudia has presented her research at national and international conferences and published in leading journals. Claudia is the Deputy Chair of the Academy of Marketing SIG Sustainability. Her edited book Sustainability in Fashion – A Cradle to Upcycle Approach has been published in 2017 with Palgrave.Daniella Ryding is a Senior Lecturer in Strategic Marketing Management and the Academic Lead for the New Academics Programme in the Faculty of Science and Engineering at the University of Manchester, UK. She is the Exams Officer for the largest MSc. Programmes in the School of Materials and sits on a number of School and Faculty Committees for Teaching and Learning, and thereby is proactively involved with strategic decisions to improve the overall student experience.