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. 

Responsibilities

• Programme Leader MA International Fashion Marketing and Management (fully online)

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
• FRSA
• Academy of Marketing
• Academy of Marketing Science
• American Marketing Association
• 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

• Wenshan Shi