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Ms Alana James

PhD Student, School of Design

Department: Northumbria School of Design

Research Group: Making Changes

Research Theme: Design for Social Equity

Supervisor: Professor Paul Rodgers & Professor Doug Miller


MA Fashion Design, BA (hons) Fashion Design & Technology

Research Themes and Scholarly Interests

PhD Title: What Influences Ethical Fashion Purchasing? A dual focused study investigating the supply and demand of ethical fashion on the UK high street

PhD Abstract: This study aims to investigate the ethical fashion market on the UK high street from both the point of view of the retailer and the consumer. A primary focus of the research is to investigate the disparity between consumer intentions to purchase fashion ethically, and their actual purchasing behaviour, whilst taking the factors that influence this process into consideration. Other key research areas will include; ethical purchasing hierarchy, corporate social responsibility implementation and retailer/consumer communication.

Research will be conducted using a mixed-method, qualitative strategy including retailer case studies, consumer focus groups and pre & post activity interviews.  Whilst applying a design methodology, this research aims to bridge the gap between retailers and consumers, aiming to aid the ethical fashion market in becoming the norm on the high street, and not the exception.

Sponsors and Collaborators

During my on-going PhD study, recent research has been conducted with M&S, Fashioning an Ethical Industry and The Ethical Fashion Forum.

Key Publications

Journal of Fashion Marketing & Management

Ethical Consumer Magazine

Source Intelligence Magazine – Ethical Fashion Forum


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