Rosy Boardman

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Dr Rosy Boardman is a Reader (Associate Professor) in Fashion Business at The University of Manchester. Her research investigates how digital technologies, including AI, mobile technologies, and social media platforms, can be designed and managed in retail and marketing to advance social justice and support more sustainable business practices and consumer behaviour.

Her research aligns closely with the UN Sustainable Development Goals, with a central ambition to harness technological innovation to reduce inequalities and contribute to a fairer, greener society. She is one of the UK’s leading academic voices on digital product passports, examining how they should be designed and communicated to consumers to drive sustainable behaviour change, how supplier perspectives can be meaningfully built into them, and how to keep consumers engaged with them over time. Her research directly informs how brands, policymakers, and designers should be approaching DPP implementation.

She also has an interest in consumer behaviour, examining digital marketing and online consumer culture, including how to design more age-inclusive shopping technologies, how AI can be used in marketing in an ethical way, and what interventions are needed to build safer, more inclusive social media environments.

A qualitative researcher and trained eye-tracking specialist, Dr Boardman has published widely in leading peer-reviewed journals such as Psychology & Marketing and Information, Technology & People and is the author of 6 books. Her best-selling textbook ‘Fashion Buying & Merchandising: The Fashion Buyer in a Digital Society’, which focuses on how technology and sustainability have changed the roles, is a core text across international universities and is in its second edition. She has secured competitive research funding from major research councils, including the Leverhulme Trust, and collaborates internationally across academia, industry, and policy.

Her work has informed practice within local companies, global brands, and policy bodies, supporting improvements in social and environmental sustainability. Dr Boardman has supervised 16 postgraduate research students (with 7 to completion) to date and serves as Deputy Editor of the Journal of Fashion Marketing and Management. She holds a PhD in Fashion Management and Marketing and an MSc in International Fashion Retailing, both from The University of Manchester, has a PGCHE and is a Senior Fellow of the Higher Education Academy (SFHEA).

Rosy is available for consultancy, industry partnerships and speaking engagements, and welcomes media enquiries from journalists covering fashion, technology, sustainability and digital inclusion. She is actively seeking interdisciplinary research collaborations with academics, brands, policymakers and NGOs. To get in touch, contact her via her University of Manchester staff profile or connect with her on Linkedin.

Experience

  • 2024–present
    Reader, The University of Manchester
  • 2021–2024
    Senior lecturer, The University of Manchester
  • 2015–2021
    Lecturer, The University of Manchester

Education

  • 2016 
    University of Manchester, UK, PhD in Fashion Management and Marketing
  • 2011 
    University of Manchester, UK, MSc in International Fashion Retailing
  • 2009 
    Durham University , BA (Hons) in Combined Arts

Publications

  • 2026
    Fashion Buying and Merchandising: The Fashion Buyer in a Digital Society, Boardman, R., Parker-Strak, R., Henninger, C.E., (2026). Fashion Buying and Merchandising: The Fashion Buyer in a Digital Society, Second Edition, Routledge UK
  • 2025
    The Role of Immersive Spaces on the Customer Experience: An Exploration of Fashion Metaverses, Alexander, B., Blazquez, M. Chrimes, C., Boardman, R., (2025). ‘The Role of Immersive Spaces on the Customer Experience: An Exploration of Fashion Metaverses’, Psychology & Marketing, 42(2), pp.539-553. https://onlinelibrary.wiley.com/doi/10.1002/mar.22140
  • 2025
    The Future Priorities For Design, Branding, Marketing and Retail, Chrimes, C. Boardman, R., Dennis, C., Melewar, TC, (2025). ‘The Future Priorities For Design, Branding, Marketing and Retail’, Emerald Publishing
  • 2025
    Misogyny, Misogynoir and Violent Online Rhetoric Against Women and Girls in Sport: The case of Joey Barton, Ahmed, W., Hardey, M., Boardman, R., Kavanagh, E., Fenton, A. (2026). ‘Misogyny, Misogynoir and Violent Online Rhetoric Against Women and Girls in Sport: The case of Joey Barton’, European Sport Management Quarterly, Accepted In Press. https://www.tandfonline.com/doi/full/10.1080/16184742.2025.2594090
  • 2025
    Theorising intention to buy second-hand wedding dresses: a ZMET study, Thomas, L. J., Hancock, C., Boardman, R. (2025). ‘Theorising intention to buy second-hand wedding dresses: a ZMET study’, Journal of Marketing Management, 1–29. https://doi.org/10.1080/0267257X.2025.2558906
  • 2024
    The Adoption of Digital fashion as an End-product: A Systematic Literature Review of Research Foci and Future Research Agenda, Chan, H., Henninger, C.E., Boardman, R., Blazquez, M. (2024). ‘The Adoption of Digital fashion as an End-product: A Systematic Literature Review of Research Foci and Future Research Agenda’, Journal of Global Fashion Marketing, 15(1), 155-180 https://www.tandfonline.com/doi/full/10.1080/20932685.2023.2251033
  • 2024
    Exploring Clothing Fit as a Motivator for Lifetime Extension and Circular Disposal, Richardson, C., Boardman, R., Gill, S., (2024). ‘Exploring Clothing Fit as a Motivator for Lifetime Extension and Circular Disposal’, Resources, Conservation & Recycling, May 2024, 107494. https://www.sciencedirect.com/science/article/pii/S0921344924000880
  • 2024
    Women’s Football Subculture of Misogyny: The Escalation to Online Gender-Based Violence, Fenton, A. Ahmed, W., Hardey, M., Boardman, R., Kavanagh, E. (2024). ‘Women’s Football Subculture of Misogyny: The Escalation to Online Gender-Based Violence’, European Sport Management Quarterly, 24(6), pp.1215-1237 https://www.tandfonline.com/doi/full/10.1080/16184742.2023.2270566
  • 2023
    Investigating The Impact of Body Shape on Garment Fit, Chrimes, C, Boardman, R., McCormick, H., Vignali, G., (2023). ‘Investigating The Impact of Body Shape on Garment Fit’, Journal of Fashion Marketing and Management: An International Journal, Vol. 27, No. 5, pp. 741-759. https://doi.org/10.1108/JFMM-03-2022-0049
  • 2023
    Exploring How Different Ages of Consumers Shop on Women’s Fashion Retail Websites, Boardman, R., McCormick, H., (2023). ‘Exploring How Different Ages of Consumers Shop on Women’s Fashion Retail Websites’, International Journal of Human-Computer Studies, 103064, https://www.sciencedirect.com/science/article/pii/S1071581923000733
  • 2023
    Investigating Shopper Motivations for Purchasing on Instagram, Chrimes, C., Boardman R., (2023). ‘Investigating Shopper Motivations for Purchasing on Instagram’, International Journal of Technology Transfer and Commercialisation, 20(1), pp. 6-31. https://doi.org/10.1504/IJTTC.2023.129703
  • 2022
    Inclusive or Exclusive? Investigating How Retail Technology Can Reduce Old Consumers’ Barriers To Shopping, Pantano, E., Viassone, M., Boardman, R., Dennis, C., (2022). ‘Inclusive or Exclusive? Investigating How Retail Technology Can Reduce Old Consumers’ Barriers To Shopping’, Journal Of Retailing And Consumer Services, 68, 103074. https://doi.org/10.1016/j.jretconser.2022.103074
  • 2022
    Using Circularity As “Permission to shop” Among Gen Z Consumers, Richardson, C., Boardman, R., Benstead, A., (2022). ‘Using Circularity As “Permission to shop” Among Gen Z Consumers’, International Journal of Sustainable Fashion & Textiles, Vol. 1, No. 2, pp.249-272. https://doi.org/10.1386/sft_0013_1
  • 2022
    Investigating How Online Fashion Product Page Design Affects Consumers, Chrimes, C, Boardman, R, Vignali, G., McCormick, H. (2022). ‘Investigating How Online Fashion Product Page Design Affects Consumers’ Clothing Fit Appraisal’, Journal of Consumer Behaviour, Vol. 21, No. 6, 1478-1493. http://dx.doi.org/10.1002/cb.2100
  • 2022
    Attention and Behaviour on Fashion Retail Websites: An Eye-Tracking Study, Boardman, R., McCormick, H., (2022) ‘Attention and Behaviour on Fashion Retail Websites: An Eye-Tracking Study’, Information Technology and People, Vol. 35 No. 7, pp. 2219-2240. https://doi.org/10.1108/ITP-08-2020-0580
  • 2022
    Exploring Attention on a Retailer’s Homepage: An Eye-Tracking & Qualitative Research Study, Boardman, R., McCormick, H., Henninger, C.E. (2022). ‘Exploring Attention on a Retailer’s Homepage: An Eye-Tracking & Qualitative Research Study’, Behaviour and Information Technology, https://doi.org/10.1080/0144929X.2022.2059396
  • 2022
    Product Development, Fashion Buying & Merchandising, Parker-Strak, R., Boardman, R., Barnes, L., Studd, R., Doyle, S., (2022). ‘Product Development, Fashion Buying & Merchandising’, Textile Progress, 54:4, 247-403, 10.1080/00405167.2023.2182062
  • 2022
    Augmented Reality in Retail: A Systematic Review of Research Foci and a Future Research Agenda, Chen, R., Perry, P., Boardman, R., McCormick, H., (2022). ‘Augmented Reality in Retail: A Systematic Review of Research Foci and a Future Research Agenda’, International Journal of Retail and Distribution Management, Vol. 50 No. 4, pp. 498-518. https://doi.org/10.1108/IJRDM-11-2020-0472
  • 2020
    Fashion ‘See-now-buy-now’: Implications and Process Adaptations, Boardman, R., Haschka, Y., Chrimes, C., Alexander, B. (2020). ‘Fashion ‘See-now-buy-now’: Implications and Process Adaptations’, Journal of Fashion Marketing and Management: An International Journal, Vol. 24, No. 3, pp. 495-515. https://www.emerald.com/insight/content/doi/10.1108/JFMM-08-2019-0180/full/html
  • 2020
    Why Do Online Retailers Succeed? The Identification And Prioritization Of Success Factors For Indian Fashion Retailers, Kaushik, V., Khare, A. Boardman, R., Blazquez, M. (2020). ‘Why Do Online Retailers Succeed? The Identification And Prioritization Of Success Factors For Indian Fashion Retailers’, Electronic Commerce Research and Applications, Vol. 39, January-February 2020, 100906: https://www.sciencedirect.com/science/article/pii/S1567422319300833
  • 2020
    Fashion Buying and Merchandising: The Fashion Buyer in a Digital Society, Boardman, R., Parker-Strak, R., Henninger, C.E., (2020). Fashion Buying and Merchandising: The Fashion Buyer in a Digital Society, Routledge UK: https://www.routledge.com/Fashion-Buying-and-Merchandising/Boardmanah2-Parker-Strakah2-Henningerah2/p/book/9781138616325
  • 2019
    International Flagship Stores: An Exploration Of Store Atmospherics And Their Influence On Purchase Behaviour, Blazquez, M., Boardman, R., Xu, L., (2019). ‘International Flagship Stores: An Exploration Of Store Atmospherics And Their Influence On Purchase Behaviour’, International Journal Of Business and Globalisation, Vol. 22, No.1, pp.110-126: https://www.inderscienceonline.com/doi/abs/10.1504/IJBG.2019.097392
  • 2019
    The Impact of Product Presentation on Decision Making and Purchasing’, Boardman, R., McCormick, H., (2019). ‘The Impact of Product Presentation on Decision Making and Purchasing’, Qualitative Market Research: An International Journal, Vol. 22 No. 3, pp. 365-380: https://www.emeraldinsight.com/doi/pdfplus/10.1108/QMR-09-2017-0124
  • 2018
    Shopping Channel Preference and Usage Motivations: Exploring Differences Amongst A Fifty-Year Age Span, Boardman, R., McCormick H., (2018). ‘Shopping Channel Preference and Usage Motivations: Exploring Differences Amongst A Fifty-Year Age Span’, Journal of Fashion Marketing and Management: An International Journal, Vol. 22, No. 2, pp. 270-284: https://www.emeraldinsight.com/doi/full/10.1108/JFMM-04-2017-0036

Grants and Contracts

  • 2024
    Silver shoppers: Designing more age-inclusive clothes purchasing experiences with mobile technologies’
    Role:
    Primary Investigator
    Funding Source:
    Leverhulme

Contact Rosy for

  • General
  • Media request
  • Speaking request
  • Consulting / Advising
  • Research collaboration
  • Research supervision