Dr Rubab Ashiq


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. 

Research interests

My principal research interests lie in the subject area of fashion marketing and digital technologies particularly social media and fashion e-commerce and I have experience of undertaking research in these areas both in the context of developed and developing countries. Methodologically, I am confident in using both conventional and unconventional approaches to inquiry and have developed a sound understanding of using mixed-methods and qualitative methodologies.

<h4>Research projects</h4> <p>Any research projects I'm currently working on will be listed below. Our list of all <a href="https://ahc.leeds.ac.uk/dir/research-projects">research projects</a> allows you to view and search the full list of projects in the faculty.</p>


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

Professional memberships

  • FHEA

Student education

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

<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>