Dr. Kelly Kaiyan Zhu
Details
-
Department: Fashion & Textiles
-
Campus: Brunswick Australia
-
kelly.zhu@rmit.edu.au
-
ORCID:
0000-0002-3813-574X
Open to
- Collaborative projects
- Industry Projects
- Join a web conference as a panellist or speaker
- Media enquiries
About
Dr Zhu is a Lecturer in the Fashion Enterprise discipline at the School of Fashion & Textiles, Design Social Context. Her work bridges fashion marketing, consumer behaviour and social commerce, specifically, customer experience on group buying and livestreaming commerce platforms from the perspective of fashion products.
Research fields
- 350601 Consumer behaviour
- 350605 Marketing management (incl. strategy and customer relations)
UN sustainable development goals
- 9 Industry, Innovation and Infrastructure
- 11 Sustainable Cities and Communities
- 12 Responsible Consumption and Production
Academic positions
- Lecturer
- RMIT University
- School of Fashion & Textiles
- Melbourne, Australia
- 1 Mar 2025 – Present
Teaching interests
Teaching the Fashion Enterprise program since 2023, including Fashion Product Specifications, Fashion e-Commerce, and Introduction to Fashion Retailing.
Research interests
The career journey in China's fashion industry shaped Dr Zhu's current career path and research interests:
2006–2009 Working with some leading apparel buyers
2009–2016 fashion entrepreneur in product development & e-commerce
2019–present fashion consumer behaviour on social commerce
The research interests include social commerce marketing, consumer psychology, green fashion marketing.
