Arooj Rashid

Dr Arooj Rashid is a Senior Lecturer in the Department of Marketing. Her PhD from the University of Manchester, School of Materials (gained in 2017) was entitled The Impact of Country of Origin on Retail and Wholesale Brands in the UK Fashion Industry.

Her PhD thesis, which was qualitative in nature, focused on the importance of country of origin in both manufacturing and branding from the industry perspectives and how the UK fashion industry used COO (country of origin) as a branding tool in different retail settings.

Her PhD work has been published in various journals, several book chapters and The Textile Magazine. Arooj’s current work focuses on COO in the context of lived experience and sensory marketing and brand architecture in different fashion retail settings.