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.