Activities Research insights Research Seminars

Research seminar #1 with Dr Lorna Stevens

On 9 December 2020, Dr Lorna Stevens held a research seminar on the topic “White Glamour in the Marketplace: Exploring The White Company’s Retail Brandscape.” The presentation slides are available below. For more information, please contact Lorna directly at

To participate in future events, members of the University of Bath community may sign up by joining the open research seminar group on Teams.

Highlighted publication

Epic Aspects of Retail Encounters: The Iliad of Hollister


Much has been written about myth and the marketplace. Consumer research has added immeasurably to academics’ appreciation of the myths that inhere in fabulous flagship stores and experiential retailing more generally. Studies of consumer mythopoeia, however, have tended to muffle the martial side of retailing, the heroic struggles that some customers undergo in-store. This article argues that the epic offers valuable insights into martial matters, and more. Although epic and myth overlap, they are far from identical. The former is characterized by conventions that can help illuminate consumers’ quests, not least their disturbing journeys through the underworld. These are considered in relation to Hollister (HCo), a phenomenally successful retail chain that’s renowned for its antithetical atmospherics and inky interior design. A qualitative study of Hollister lovers and haters casts light on the epic in action and adds to scholars’ understanding of immersive retailing experiences.