Fashion Marketing & Digital Fashion Research Expertise: NFT, Metaverse, Sustainability

My key research interests mainly 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 learned the basic theoretical knowledge of Fashion Marketing and Branding and acquired the following skills: 'Key Issues and Trends.' This course helped me discover my research interests, namely digital fashion, virtual fashion, and sustainable aspects. Through these two courses, I have gained knowledge about consumer behavior, marketing strategy, and fashion brand management. These courses have sparked my interest in studying this field in depth. For my master's degree final project, I chose the hot topic of NFT virtual fashion and analyzed its impact on Chinese consumers. Through the accumulation of theoretical knowledge in fashion marketing and the 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.