Dr Rubab Ashiq

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. 

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.

Qualifications

• 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.

Current postgraduate researchers

• Wenshan Shi