Kelly Meng Parnwell

Kelly Meng Parnwell is a Reader in Luxury Brand Management and Programme Director for the MA Luxury Brand Management program at Goldsmiths, University of London's Institute for Creative and Cultural Entrepreneurship (ICCE). Her academic career spans both practical industry experience and scholarly research, with a focus on strategic management in the luxury sector and cross-cultural business dynamics.

• PhD & MA, University of Leeds
• Former senior managerial positions in luxury retail
• Current research on phygital luxury consumption and traditional crafts

Her research investigates the intersection of business strategy and cultural preservation, particularly in two key areas: the evolution of luxury industry practices in digital-physical hybrid environments ("phigital" age), and the sustainability of traditional Chinese craftsmanship within luxury branding and tourism contexts. She has developed a three-dimensional institutional framework for analyzing market entry strategies.

Recent publications include the foundational text Research Methods in Luxury Management (2023) and methodological critique Methodological fitness-for-purpose in the phygital age (2024). Her work combines theoretical rigor with industry application through 40+ case studies across China, South Africa, and Europe.

Kelly supervises postgraduate researchers in luxury brand management and has co-authored publications with Prof. Michael Parnwell and Prof. Michael Hitchcock. She brings unique expertise in institutional analysis and luxury sector dynamics through her extensive fieldwork and industry experience.