AM2026 Conference
AM2026
Breaking Boundaries –
Unlocking Potential
29th June to 1st July, 2026
Etihad Stadium, Manchester
The University of Manchester is delighted to host the 2026 Academy of Marketing Conference at the iconic Etihad Stadium.
The University of Manchester
The University of Manchester is a member of the prestigious Russell Group and one of the UK’s largest single-site universities. We have over 40,000 students, 12,000 staff and, with 500,000 former students from more than 190 countries, are home to the largest alumni community of any campus-based university in the UK.
We are ranked in the top ten of the Times Higher Education (THE) Impact Rankings globally; are the top UK University for graduate employability according to The Graduate Market in 2022 and no fewer than 25 Nobel laureates have either worked or studied here. Manchester was also named 5th place for research power – the quality and scale of research and impact – in the UK government’s Research Excellence Framework (REF) 2021.
For decades, the Academy of Marketing has been a vital platform for international scholars to connect, collaborate, and share insights in the field of marketing. In 2026, we are proud to carry this tradition forward by offering a conference experience that blends academic excellence with cultural richness and vibrant social activities.
Set in the dynamic city of Manchester—renowned for its legendary music scene, industrial heritage, and thriving café culture—the conference promises more than just intellectual engagement. Whether you’re looking to explore the nearby Peak and Lake Districts or take advantage of Manchester’s excellent global connections, we invite you to extend your stay and experience all this remarkable city has to offer.
Conference Theme: Breaking Boundaries – Unlocking Potential
The theme “Breaking Boundaries – Unlocking Potential” reflects a timely and necessary call to embrace openness, inclusivity, and collaboration in addressing the complex challenges of today’s marketing landscape. It signals a commitment to fostering interdisciplinary research and cross-sector dialogue, both of which are essential in navigating the dynamic and often disruptive nature of contemporary markets.
This theme aligns strongly with the ethos of the Academy of Marketing, which has long been at the forefront of advancing thought leadership and shaping the future of marketing practice and scholarship.
In recent decades, we have witnessed profound transformations across multiple dimensions—rising global emphasis on sustainability and the circular economy, shifting consumer behaviours, evolving retail environments, and the rapid integration of digital technologies. These developments underscore the urgency of re-examining and reimagining marketing theory and practice.
As the boundaries of our discipline continue to evolve, so too must our approaches. This year’s conference seeks to inspire new ways of thinking and doing—encouraging participants to transcend traditional silos, challenge established assumptions, and pursue innovation across methodological, theoretical, and practical domains. In doing so, we aim to unlock the full potential of marketing research and its impact in a rapidly changing world.
We look forward to welcoming you to an inspiring and memorable event.
Conference Chair
Dr Claudia E. Henninger
Dr Claudia E Henninger is a Reader in Fashion Marketing Management and an expert in sustainability in the fashion industry, with a keen research interest in the circular economy and business model innovations. Her current focus is on end-of-life and recycling practices and innovations that foster going circular. Claudia is an Executive Board Member of the International Research Network on Sustainable Fashion Consumption and the Co-Chair of the Academy of Marketing’s Sustainability SIG .
Conference Co-Chairs
Dr Rosy Boardman
Dr Rosy Boardman is a Reader of Fashion Business at The University of Manchester. Her research focuses on how new technologies and digital platforms can be used or managed to promote social justice and create a greener and fairer society. Her projects centre around inclusion and consumer experience on digital platforms as well as how technological innovations can be used to improve both social and environmental sustainability. Rosy adopts a qualitative approach to research and is also an eye tracking expert. She has collaborated with academics worldwide and successfully obtained funding from esteemed research councils such as Leverhulme UK. She has published peer-reviewed papers in world-leading journals and worked with local and national companies to create positive changes in the wider community. She has successfully supervised 15 postgraduate research students and is Deputy Editor at the Journal of Fashion Marketing and Management (SJR Q1).
Dr Courtney Chrimes
Dr Courtney Chrimes is a Lecturer in Digital Fashion Marketing in the Department of Materials at The University of Manchester. Her research focuses on advancing sustainable production and consumption practices in the fashion industry through the lens of digital innovation, aligning with the United Nations Sustainable Development Goals 9 & 12.
As co-founder of the AI in Fashion Consortium, Dr. Chrimes has led and collaborated on multidisciplinary projects with partners including the UNECE, AI startups, and computer science researchers to explore the role of artificial intelligence in enhancing decision-making across the fashion value chain. Her recent funded research includes a project titled Removing Barriers to Industry 5.0 Adoption in the Fashion Value Chain, which investigates how AI can support more effective upstream decision-making in collaboration with technology partners. She is also leading AI Applications for Sustainable Material Selection, a project that maps the data requirements for developing an AI-driven material recommendation tool to support more sustainable material choices. Her work has been published in leading peer-reviewed journals such as the Journal of Fashion Marketing and Management: An International Journal (SJR Q1), Journal of Consumer Behaviour (SJR Q1, ABS 2), and Psychology & Marketing (SJR Q1, ABS 3).
Dr Jane Wood
Dr Jane Wood is a Lecturer in Textile and Fashion Technology at The University of Manchester, based in the Department of Materials. Her research explores sustainable innovation in textile and apparel systems, with a particular focus on biobased materials, circular manufacturing, and responsible colouration. She is especially interested in how material science and design intersect to support environmental responsibility across the fashion and textile value chain. Jane is actively engaged in applied research through partnerships with industry, including leading Innovate UK-funded Knowledge Transfer Partnerships (KTP) focused on circular textile innovation. She is a Trustee of both the Textile Institute and the Society of Dyers and Colourists, where she advocates for stronger academic–industry collaboration and the integration of sustainability into professional practice. Her work contributes to policy, pedagogy, and innovation aligned with the UN Sustainable Development Goals and has been published in journals and edited collections on technical textiles and biomaterials.
Aurelie Le Normand
Aurelie Le Normand is a Senior Lecturer in Fashion Computer Aided Design. Aurelie drives innovation in the curriculum development of the undergraduate Fashion Business and Technology programme. Her 13 years of teaching expertise and her forward thinking highly influences the way she plans and delivers curriculum, with a commitment to develop graduates who will drive innovation and change current and future fashion practices. She is extremely engaged with research on digital literacy to enhance inclusivity and efficiency of the learning environment. She actively develops and leads collaborations with partners from different disciplines, by further liaising and attracting external stakeholders. Her abilities in leading and managing diverse activities and projects have been rewarded with three Teaching Excellence Awards. The innovative outcomes of those projects attracted both internal and external interests when presenting at diverse conferences (e.g., Academy of Marketing, British Academy of Management, EUROSoTL).