Fashion Marketing & Branding, Digital Fashion & Metaverse Expert: NFT, Sustainability, Consumer Behavior

My key research interests mainly revolve around Fashion Marketing and Branding, Digital fashion, NFT, Metaverse, consumer behavior, and sustainability. With a background in textile and fashion design during my undergraduate studies, I also have a solid foundation in textile and apparel design. During my graduate studies, I gained knowledge in the fundamentals of fashion marketing and branding, and acquired skills such as identifying key issues and trends. Courses on digital fashion, virtual fashion, and sustainability further fueled my interest in this field and provided me with insights into consumer targeting, marketing strategies, and fashion brand management. For my master's thesis, I chose to research the hot topic of NFT virtual fashion and analyzed its impact on Chinese consumers. I believe that my research interests and skills align well with the research direction of The SAFE Futures group.