Caroline Le Bon

Education

• Ph.D. in Marketing, University Paul Cezanne Aix Marseille, France, 2011
• Master of Science in Marketing, University Paris Sorbonne, France, 2005
• Postgraduate Degree in Luxury Brand Marketing and International Management, Cartier Chair Marketing Institute - Sup de Luxe, France, 1993
• Master in Retail Management, Logistics and Negotiation, University Paris Dauphine, France, 1992
• Bachelor of Arts in Applied Economics, University Paris Dauphine, France, 1991  

Professional Experience

Before joining academia, I spent 10 years as a buyer for the leading French department store, Galeries Lafayette - Paris. I oversaw the selection, negotiation, and procurement for national and international brands and was responsible for sales revenues, prices, margins, promotional activities, and inventory management in the accessories, women and then men department.         

Research Spotlight

To envision marketing not just as a simple tool to sell something, but as a means to better satisfy consumers, develop trust, and establish loyalty.

Research

My research interest lies mostly in the field of fashion and fast fashion. The fashion industry has endured significant criticism due to its detrimental environmental footprint, and my research endeavors are directed towards gaining deeper insights into the transformations impacting this sector. Specifically, I engage in research that explores the recent and evolving sustainability practices adopted by fast fashion brands. I also analyze how many brands are now considering the changes induced by the metaverse in their strategy development. 

Le Bon Caroline, Merunka Dwight (2017), “Uncovering and Understanding the Influence of Repeated Exposure on Fashion Products Adoption”, Journal of Marketing Development and Competitiveness, Vol 11(3).

Le Bon Caroline (2015), “Fashion Marketing: Influencing Consumer Choice and Loyalty with Fashion Products”, New York, NY: Business Expert Press.

Teaching

My teaching focuses on the study of national and international marketing strategies. I like to explain to my students the strength of data analysis, the development of tailored communication, the influence of different strategies on consumer behavior. In the end, I want them to be able to grasp the power of marketing that can help make a difference in the marketplace and for the consumers.

BUS 223 Marketing Research Methods
BUS 224 Digital Marketing 
BUS 294 International Marketing
BUS 323 Consumer Behavior
BUS 351 Advertising

Fun stuff

Cooking is one of my passions. I am from France, so it is part of my roots!