Dr Katherine Duffy
- Senior Lecturer (Management)
Dr Katherine Duffy is a Senior Lecturer in Marketing at the Adam Smith Business School. She holds a PhD in Marketing from the University of Strathclyde, along with an MSc in Marketing (Distinction) from the University of Strathclyde and an MA (Hons.) English Literature from the University of Glasgow. Previously, she was a Lecturer in Marketing at the University of Essex.
Katherine’s research interest lies broadly within consumer culture and explores two research domains:
- sustainability and clothing circularity
- the digitalisation of consumption. Her approach is qualitative and interpretivist.
Her research is published in a range of international journals including Journal of Management Studies (FT50), Journal of Business Research, Consumption Markets and Culture, Journal of Retailing and Consumer Services, Journal of Marketing Management and Gender Work and Organisation.
Katherine’s current research (in ongoing collaboration with Prof Deirdre Shaw) builds on her long-term interest in clothing circularity and explores reframing mainstream consumer approaches to clothing consumption. This multi-pronged research examines consumer responses to differing circular business models and approaches and offers insights for business and policy to inform the design of offerings. Dr Duffy and Prof Shaw also supervise a cohort of PhD researchers in this area. A selection of work to date includes:
- ‘Digitising’ your wardrobe can help you save money and make sustainable fashion choices. (2024) The Conversation,
- Evidencing the Need for a National Citizens Clothing Circularity Strategy (NCCCS), (2023) White Paper presented at Scottish Parliament with Dr Lynn Wilson and Professor Deirdre Shaw
- Fabric of Society film (2023) with Dr Lynn Wilson and Professor Deirdre Shaw
- The circular fashion ecosystem: a blueprint for the future. (2021) Institute of Positive Fashion
- Digitalising Sustainable Consumption – Further insights with Professor Deirdre Shaw (2020)
- Digitalising Sustainable Clothing Consumption (2019) with Professor Deirdre Shaw
Katherine is a member of the Marketing research cluster.
Areas of expertise:
- Consumption, markets and society
- Clothing sustainability and circularity
- Digitalisation and social media marketing
- Interpretive research methods
Katherine’s research has been supported by external bodies including the ESRC, Academy of Marketing, Glasgow Knowledge Exchange and The British Fashion Council.
Katherine is interested in supervising doctoral research that explores social and cultural theory inspired considerations of marketing – specifically looking at consumer culture, clothing practices and digitalisation. She is interested in how consumers negotiate, interact and make sense of marketplace cultures. Her interests are around consumption practices, markets and the digitalisation of consumption and she is open to proposals reflective of these broader concerns.
- Atanasova, Nikoleta
Digitalising Sustainable Consumption
- Cieslak, Olga
Driving Green Recovery: Developing Effective Approaches to Circularity in Consumer-Retail Interactions
- McPake, Alana Rachel
‘Make do and mend’ to ‘Reduce, Reuse, Recycle’: Attitudes towards Clothing Production and Consumption in Postwar Britain
- Motajo, Abayomi
MAKING SENSE OF CONSUMER SUBJECTIFICATION THROUGH SECOND-HAND CLOTHING (SHC) CONSUMPTION AT THE BASE-OF-THE-PYRAMID
Completed PhD topics
- An investigation of pre-owned luxury brand consumption
- ‘Cleaning the Loop. Driving Consumer Clothing Circularity’
- Exploring circularity in clothing resale: a new materialism and value perspective
- Actor networks, Information Technology and Sponsored Search Advertising: an ethnographic study in the context of a digital marketing agency
- Death, dying and ‘difficult’ marketing: an ethnographic study of marketing at an English hospice
- Digital Marketing Strategy (UG, PGT, MBA)
- Research Methods (junior honours)
- Introduction to Marketing (UG first year)
- Retail Marketing (PGT)
- Dissertation co-ordinator (UG Management)
- Visiting scholar University of Bath School of Management, UK 2023/2024
- Visiting scholar at Centre for Retail Research at Lund University, Sweden 2020/2021
- External examiner London College of Fashion 2024
- External examiner Glasgow Caledonian University 2019/2024
- External examiner University of Dundee 2020/2024
- Fellow of Higher Education Academy
- Academic member of The Marketing Society