Daniella Ryding

Daniella Ryding is a Professor at the Manchester Fashion Institute, Manchester Metropolitan University, specializing in fashion marketing and consumer behavior. An internationally networked academic and Senior Fellow of Advance HE, she focuses on enhancing inclusive education and sustainable curriculum development. Previously, she held leadership roles at the University of Manchester (2013–2024), including Faculty Lead for New Academics, where she improved teaching quality and achieved a 100% fellowship completion rate for 180+ academics.

Education:

• 2018: Senior Fellow, Advance HE (University of Manchester)
• 2013: Fellow, Advance HE (University of Manchester)
• 2012: PhD in Marketing Management
• 1998: MA Marketing Management (Manchester Metropolitan University)
• 1997: Postgraduate Certificate in Higher Education (University of Bolton)
• 1995: BA(Hons) Retailing and Marketing (Manchester Metropolitan University)
• 1995: Postgraduate Diploma in Marketing Management (Manchester Metropolitan University)

Her research explores consumer behavior in fashion, emphasizing sustainability, digital innovation, and circular economy models. She investigates how technologies like AR, AI, and the metaverse reshape retail experiences, and studies business strategies for ethical fashion, secondhand markets, and supply chain innovation. Her work bridges theory and industry practice, aiming to reduce fashion's environmental impact while enhancing consumer engagement.

Ryding's publications reveal a consistent focus on sustainable consumption, digital retail transformations, and cross-generational consumer behavior. Recent articles analyze virtual influencers, AI-driven customer interactions, and resale economies, reflecting her expertise in merging technological trends with fashion marketing. Her research consistently highlights gaps between consumer attitudes and behaviors, offering actionable insights for ethical business models.

Scientific Awards & Grants:

• Senior Fellow of Advance HE (2018)
• Fellow of Advance HE (2013)
• £10K UoM Departmental Funding (employability events)
• £5170 UoM Deans Award (student support systems)
• £204K EPSRC funding (digital marketing research)
• £6K Commercial Funding (Hut Group, digital marketing/EDIA)
• £3K Advance HE funding (sustainability curriculum)

She has supervised 15+ PhD students and co-leads the SAFE Futures Research Group, supporting scholars in sustainable fashion entrepreneurship. The group emphasizes collaborative research, publishing 11 book chapters and 3 Q1 articles in 2023 alone. Her grants fund projects on digital retail, EEG/fMRI consumer studies, and educational innovation.

Ryding directs the interdisciplinary SAFE Futures Research Group, fostering PhD research in sustainable fashion. The team provides structured training, publishes extensively (e.g., Springer Nature books), and presents at global conferences like AMS and RARCS. Her lab bridges academia and industry, examining topics from biodegradable textiles to metaverse retailing.