Rosy Boardman

Dr Rosy Boardman is a Reader in Fashion Business at the University of Manchester's Department of Materials. Her research focuses on social justice and UN Sustainable Development Goals, with a particular emphasis on digital technologies, AI, and metaverse applications for inclusion. She explores how technology can advance social and environmental sustainability, including projects on age-inclusive shopping, combating online misogyny, and circular economy initiatives. Rosy has secured grants from Leverhulme UK, Manchester City Council, and private entities, and collaborates globally with institutions in India, the USA, China, and more. She has supervised 15 PGR students, with 5 completed, and holds editorial roles at journals like the Journal of Fashion Marketing & Management and guest editorships for Qualitative Market Research and Management Decision. Her work bridges academia and industry, exemplified by her consultancy for TV production companies and media engagements with BBC and New Statesman.

• Key Research Areas: Consumer Behavior, Retail Marketing, Sustainable Fashion, Digital Inclusion
• Grants: Leverhulme UK (2024), Manchester City Council, Private Sponsors
• Global Collaborations: Universities in India, USA, Malaysia, China, France, Denmark, Italy, Germany, Ireland

Her research extends beyond academia through public engagements like the Manchester Institute for Collaborative Research on Ageing (MICRA) presentation (attended by 100+ stakeholders) and the 2021 fashion & technology talk with Salford University (157 live viewers). She advocates for translating research into societal impact, addressing issues like gender-based violence in online spaces and age-inclusive retail design.

Recent articles highlight innovations in metaverse fashion, digital product acceptance, and the role of AI in marketing. Her work emphasizes ethical technology use and sustainable practices across digital and physical retail landscapes.