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Dr Rubab Ashiq

Dr Rubab Ashiq

  • Position: Lecturer in Fashion Marketing
  • Areas of expertise: Fashion e-commerce, digital fashion marketing, social media, social commerce, sustainable communications, fashion marketing and branding, fashion manufacturing, and sustainable business models.
  • Email: R.Ashiq@leeds.ac.uk
  • Location: 2.72 Clothworkers Central Building
  • Website: LinkedIn | Googlescholar | Researchgate | ORCID

Profile

I am currently a Lecturer in Fashion Marketing, Digital Strategy and Brand Communications at the University of Leeds. 

I hold a PhD in Fashion Marketing from Demontfort University, Leicester. My PhD research explored the emerging arena of social commerce, which is an extension of social media and e-commerce in the context of developing countries and focused on the Fashion SMEs sector. Prior to this, I did my Masters in Fashion Management with Marketing from the same university. In addition to this, I completed my Bachelors in Fashion Design from Asian Institute of Fashion Design, Iqra University in Pakistan. 

Before joining the University of Leeds, I was working as an Associate Lecturer in the School of Fashion and Textiles in the Faculty of Arts, Design and Humanities at Demontfort University in Leicester. I also have experience of working in one of the largest’s textile mill in Pakistan in addition to working at a renowned designer label in the region. 

Responsibilities

  • Programme Leader MA Global Fashion Management
  • PACE Education Lead: Creative Industries

Research interests

My principal research interests lie in fashion marketing and digital technologies, particularly social media and fashion e-commerce. I am also interested in exploring sustainability communication in fashion and branding, as well as understanding the business models of the fashion manufacturing industries. Methodologically, I am confident in using both conventional and unconventional approaches to inquiry, including mixed-methods and qualitative methodologies. I am particularly interested in the potential use of netnography within the social media sphere.

Qualifications

  • PhD in Fashion Marketing
  • MA in Fashion Management with Marketing
  • Bachelors in Fashion Design

Professional memberships

  • FHEA
  • FRSA
  • Academy of Marketing
  • Academy of Marketing Science
  • Global Alliance of Marketing and Management (GAMMA)

Student education

I lead and contribute to a range of modules at the postgraduate level.

Current postgraduate researchers

<h4>Postgraduate research opportunities</h4> <p>We welcome enquiries from motivated and qualified applicants from all around the world who are interested in PhD study. Our <a href="https://phd.leeds.ac.uk">research opportunities</a> allow you to search for projects and scholarships.</p>