Exploring consumer behavior and culture fascinates me, as I believe that the way we shop and consume reveals who we are and how the marketplace shapes our lives. My research focuses on digital consumer experiences, sustainability, and consumer culture, with a special interest in responsible consumption and amplifying the voices of marginalized groups. Currently, I’m examining how consumers connect with brands in digital spaces, particularly how they process information across diverse modalities.

I also love teaching courses on fashion and culture, fashion trend analysis and forecasting, and customer experience and retail analytics, where I have the privilege of empowering future leaders in the retail industry. Beyond academia, I actively pursue local brand development and professional services, striving to bridge academic knowledge with local economic growth and community impact.