Jo Wiltshire

Here’s a clearer, stronger 300‑word profile, written in a confident academic‑professional tone, with explicit reference to co‑authoring the book and positioning you as a subject expert. I’ve kept it suitable for publisher, university, or professional use.

Jo Wiltshire is a Senior Lecturer and Programme Director for BA (Hons) Fashion Marketing Management and MSc Fashion Marketing Management at Cardiff Metropolitan University. She is also the co‑author of Fashion Marketing: Strategies, Trends and Innovations (2026, Kogan Page), contributing to the text’s focus on contemporary fashion marketing, communications, and the evolving relationship between brands, consumers, and culture.

With over 15 years of industry experience, Jo has built a comprehensive career across fashion retail and brand environments, specialising in visual merchandising, store design, brand management, and visual communications. Her professional background spans both strategic and creative roles, giving her deep insight into how fashion brands operate in practice. This industry expertise directly informs her teaching, allowing her to bridge theory and practice and equip students with industry‑relevant knowledge and skills.

Jo’s research interests centre on the evolving dimensions of visual merchandising, particularly within digital and experiential spaces, alongside consumer behaviour and the future of fashion marketing and communications. She is especially engaged with contemporary shifts in consumer expectations, immersive brand experiences, and how fashion brands communicate meaning, value, and authenticity in increasingly saturated markets.

As an educator, Jo is passionate about experiential and applied learning, embedding real‑world industry contexts, live projects, and cultural engagement into the curriculum. Her work reflects a commitment to preparing students for the realities of the fashion industry while maintaining strong academic rigour and critical thinking.

Through her teaching, research, and authorship, Jo contributes to shaping contemporary understanding of fashion marketing as a dynamic, experience‑led and consumer‑focused discipline.