In June 2020, I earned my master’s degree in International Fashion Marketing (M.S.) at Glasgow Caledonian New York College. The program integrated sustainable business strategy and values-based leadership with digital marketing and fashion branding.

Recent shifts in the fashion industry reflect that retailers must implement sustainable initiatives, as well as embrace diversity and innovation, to survive. Moving forward, it is imperative for retailers to reassess what it means to deliver value for consumers, collaborators and the global community.

My graduate dissertation explores how brands can navigate the consumer’s environment and implement successful fashion marketing strategies.

The study—From Paris to New York: A cross-cultural comparison of department stores and their ability to create contextual value during a global pandemic—compares how Bloomingdale’s and Galeries Lafayette approached their Instagram marketing strategies during temporary store closures caused by COVID-19 in Spring 2020.