I research consumer behavior in the fashion industry—what people buy, why they buy it, and increasingly, how these patterns are shifting. Currently, much of my work focuses on the changing nature of consumption from physical to digital. In understanding consumer behavior, I uncover business opportunities, especially for fashion start-ups, where strong marketing can mean the difference between growth and failure.

Alongside consumer behavior, I also study the people driving the industry forward: fashion entrepreneurs. I investigate how higher education can foster entrepreneurship—particularly among women—by helping them overcome barriers to launching and scaling their business ideas.

My research connects directly to my teaching in fashion marketing and entrepreneurship. In the classroom, I translate research into practice, helping students build the skills and mindsets to succeed in the global fashion industry.