Fashion Marketing and Management


Fashion Marketing and Management


Fashion Marketing and Management (FMM) is a multidisciplinary research group. The group’s interests embrace, but are not limited to, fashion consumers, marketing, management, sustainability, digital innovation, brand design, retailing, arts and crafts marketing, visual merchandising and creative businesses. We endeavour to address a wide range of environmental, social, cultural and economic challenges currently facing the creative sector and aim to offer new insights into the future directions of the fashion industry.

FMM aims to cultivate a research culture in the area of fashion marketing and management through conversations, collaboration and the exchange of new knowledge and practices in fashion studies and business research.

The objectives of the FMM research group include:

  • Creating opportunities for collaborative research, generating impacts beyond the realm of academia.
  • Facilitating innovative research impact activities, while sharing our challenges and best practices.
  • Encouraging conversations and networking with academics, the fashion industry and other professionals in the community.
  • Contributing pedagogic research in fashion marketing and management and cultivating knowledge exchange for the future of the fashion industry.


We currently have several funded projects:

  • 2018–2023: Virtual 3D Garment Draping as a service (Dr Kevin Almond – PI)
  • 2019–2023: Encouraging public engagement with textiles waste management (Dr Pammi Sinha – PI)
  • 2020–2021: Influencing the influencers: Accelerating the diffusion of sustainable high fashion clothing (Edel Moore – Co-I)
  • 2020–2022:Strategic Crafting of Country-of-Origin-Image: Strengthening Competitive Advantages of Firms in Times of Global Geopolitical and Economic Uncertainty (Dr Maria Logkizidou – Co-I )
  • 2020–2022: Intelligent Interior Design AkzoNobel International Paint (Dr Caroline Hemingray – Co-I)
  • 2021–2022:Leveraging social innovation for sustainable fashion consumption: The roles of social media for sustainable local communities, Interdisciplinary Research and Impact Fund for Culture   (Dr Eunsuk Hur-PI & Dr Pammi Sinha – Co-I )
  • 2021- 2022: Rethinking the functionality of the retail store through consumer education on social issues, Michael Beverley Innovation Fellowship (Dr Alessia Grassi)
  • 2021–2022:Rebirth Fashion: Community-based collaborative consumption, ESRC Impact Acceleration Account Responsive Mode (Dr Eunsuk Hur-PI)



Eunsuk Hur (Research Group Leader)
Joanna Blanco-Velo
Alice Dallabona
Alessia Grassi
Boshuo Guo
Bruce Carnie
Caroline Hemingray
Claire Watson
Edel Moore
Karen Tejedor Bowen
Kevin Almond
Maria Logkizidou
Pammi Sinha
Rubab Ashiq