Shuo Feng

Dr. Shuo Feng serves as Lecturer in Luxury Brand Management at Goldsmiths, University of London's Institute for Creative and Cultural Entrepreneurship (ICCE). Her academic work critically examines evolving luxury paradigms within contemporary socio-cultural shifts toward sustainability and degrowth.

Education:

• PhD in Marketing, Durham University (2024)
• MA in Luxury Brand Management, Goldsmiths, University of London (2018)

Her research centers on alternative luxury conceptualizations through critical consumer studies, with particular focus on post-consumerism, eco-queer migration patterns, and consumer resistance to capitalist patriarchy. Methodologically grounded in ethnography and interpretive research, her work explores how marginalized communities reshape luxury values through intentional living initiatives.

Recent publications reveal a clear trajectory toward intersectional analyses of luxury, with 2024-2025 outputs examining queer female migration to rural communities in China, digital ethnography of alternative living, and pessimistic luxury discourses that challenge traditional consumption models. These works consistently bridge marketing theory with gender studies and sustainability frameworks.

Research Projects:

• 2024-2025: Consumer Resistance Towards Capitalist Patriarchy: An Exploration of Female Queers’ Migration to Rural Communities in China (Funded by Academy of Marketing and the Marketing Trust)

As an educator, Feng contributes to the MA Luxury Brand Management program while maintaining active industry connections from her prior experience as a marketing executive in China's luxury sector. Her teaching integrates critical perspectives on sustainability and alternative consumption models into luxury education.