Dr Eddie Chen
Lecturer, Fashion Marketing
I am a Lecturer in Fashion Marketing at Manchester Fashion Institute. My research interests focus on digital strategy and digital innovation in the fashion retail industry. My interest is in exploring fashion retail’s current and future developments with the use of digital technologies, focusing on the digital economy, AI, AR and consumer behaviour as well as how technology can be used to solve issues and enhance customer experience. I have published peer-reviewed journal articles in leading business journals as well as conference papers. I regularly present my research at prestigious academic conferences and looking forward to collaborating with both industry and academics.
I bring my interets and subject specilsm of fashion marketing into my teaching, leading on the final year undergraduate unit Strategic Fashion Marketing. I use authentic learning pedagogy to make the learning process more relevant and enhancing students’ readiness for the real world. By engaging fashion students in hands-on experience on real life examples and reflection, they are better able to connect theories and knowledge learned in the classroom to the fashion industry or the wider society.
Academic and professional qualifications
- Fellow of Advance Higher Education - FHEA
- PhD in Marketing and Management (2024) - The University of Manchester
- MPhil in Marekting (2020) - The University of Manchester
- MSc in International Fashion Retailing (2017) - The University of Manchester
- BSc in Management (2016) - Hangzhou Normal University
Undergraduate teaching
Level 6 - Strategic Fashion Marketing (Module Leader)
Level 6 - Final Major Project Research Pathway
Level 6 - Research Project Supervision
Level 6 - Marketing Leadership
Postgraduate research supervision
I am open to Mres and PhD supervision.
Research
Projects
My research focuses on digital marketing, consumer behaviour and consumer experience in fashion business about how fashion consumers engage with digital and virtual content on online platforms. I am particularly focused on Augmented Reality and Artificial Intelligence technologies. I hope my research can contribute to the understanding of how we can use these technologies in a meaningful and sustainable way such that they allow us to nurture the key human values. This includes projects on digital technologies and inclusion, from how AI can be used in an ethical way in regards of consumers’ privacy concerns, consumer data acquisition and behavioural outcomes for online luxury shopping, to the promotion of more inclusive AR for sustainability storytelling and for vulnerable populations such as people with learning difficulties and how technological innovations can be used to help both social and environmental sustainability initiatives.
Journal Articles
Chen, R., Perry, P., Boardman, R., McCormick, H., 2022. 'Augmented reality in retail: a systematic review of research foci and future research agenda', International Journal of Retail and Distribution Management, 50 (4), pp. 498-518.
Office Location
Cavendish Building