Fashion Marketing & Sustainability Research Interests - NFT, Metaverse & Consumer Behavior Expertise

My main research interests revolve around Fashion Marketing and Branding, Digital fashion, NFT, Metaverse, Consumer behavior, and Sustainability. With a background in textile design during my undergraduate studies, I also have a solid foundation in textile and fashion design. During my postgraduate studies, I acquired basic theoretical knowledge of Fashion Marketing and Branding and developed skills in Key Issues and Trends, where I discovered my research interests in digital fashion, virtual fashion, and sustainability. Through these courses, I gained knowledge about consumer behavior, marketing strategy, and fashion brand management, which sparked my interest in studying this field further. For my master's degree Final Project, I conducted research on the hot topic of NFT virtual fashion and analyzed its impact on Chinese consumers. Through the accumulation of theoretical knowledge in fashion marketing and research on sustainable and digital fashion during my master's program, I believe that my research interests and skills align well with the research direction of The SAFE Futures group.