Elaine Ritch

Elaine Ritch is a Reader (Associate Professor equivalent) in Fashion and Marketing at Glasgow Caledonian University, UK. She holds external examiner positions at the University of Westminster (for PG Fashion Business Management and MA Global Fashion Management until 2028) and the University of Leeds (for MA Global Fashion Management until 2026). Her academic profile includes 102 research outputs, an h-index of 12, and active supervision of PhD students in sustainable fashion and consumer behavior.

Research Interests: Dr. Ritch's work centers on consumer behavior through fashion and sustainability lenses. Key areas include:

• Fashion consumption and identity
• Sustainable consumption practices
• Social media discourse in fashion markets
• Fast fashion generational analysis
• Emotional attachment to brands

Her research directly contributes to UN Sustainable Development Goals for responsible consumption and production.

Publication Trends: Recent works (2024-2025) demonstrate interdisciplinary convergence of marketing psychology, technology, and ethics. Core themes include Prospect Theory applications in fast-fashion decisions, nostalgia-driven branding, emotional dynamics in clothing rental, VR accessibility solutions, and WhatsApp-enabled community empowerment. These studies bridge academic theory with actionable business strategies for sustainable fashion ecosystems.

Scientific Awards: No awards or fellowships were documented in the available information.

Advising and Grants: Dr. Ritch accepts PhD students and serves as Principal Investigator for the "Fever Few design and materials for sustainability" project. Her 26 recorded activities include conference leadership (e.g., International Social Innovation Research Conference), consultancy, and media commentary on fast fashion regulation. External examiner roles highlight her influence in shaping fashion education standards across UK institutions.