Research

Dr. Eddie Chen

Dr Eddie Ruofei Chen is a Senior Lecturer in Fashion Marketing at Manchester Fashion Institute. His research examines AI and emerging digital technologies in fashion retail, focusing on consumer experience, behaviour and wellbeing. His interests include AI chatbots, generative AI, augmented reality, immersive commerce and virtual influencers.

Current research projects

AI chatbots and customer experience in luxury fashion retail

Consumer interaction and wellbeing with GenAI

Virtual influencers and consumer engagement.

Selected publications and outputs

Vignali, G., Bai, B., Chen, R. & Ryding, D. (2026). ‘The Dark Side of Influence Human and Virtual Influencers in Entrepreneurial Fashion Marketing and Consumer Manipulation’, in The Bloomsbury Handbook of Entrepreneurial Marketing, Bloomsbury Publishing.

Chen, R. (2025). ‘Not Just a Chat: Transforming the Customer Journey through AI Shopping Assistants’, in The Future Priorities for Design, Branding and Marketing: The Era of Technology and Sustainability, Emerald Publishing.

Chen, R., Perry, P., Boardman, R. and McCormick, H. (2022). ‘Augmented reality in retail: a systematic review of research foci and future research agenda’, International Journal of Retail & Distribution Management, 50(4), 498–518. 

Dr. Clare Richardson

Dr Clare Richardson is a Lecturer in Fashion Consumer Behaviour. Her research explores the impacts of design and manufacturing decisions on garment wear, particularly length and regularity of wear, focusing on the role material clothing plays in confidence, social assimilation and body image. As such, her research often bridges garment technology and consumer behaviour, understanding the outcomes of changes made in garment development and manufacturing processes through qualitative methods and behavioural and sociological theories.

Projects/research:

PhD project: Engineering longevity: Garment fit improvement as sustainable design and manufacture

Associated paper: : Richardson, C., Boardman, R., Gill, S., 2024 ‘Exploring clothing fit as a motivator for lifetime extension and circular disposal’, Resources Conservation and Recycling, 204.