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Dr Rachel Vieira

Deputy Head of School - Business

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I have always loved fashion and retail. Having worked as a fashion buyer, I researched consumer behaviour and identity development. Taking this knowledge into the education sector, I continue exploring and teaching in these areas.

Biography

My interest in the circular economy, fashion consumption, sustainability and how consumers behave has remained unchanged for over 20 years. As an academic, the role allows me to combine education and industry expertise to support students in their transition into the world of work.

Now leading a team of like-minded professionals, the ability to develop research and transfer knowledge within the subject community has increased. This opportunity allows us all to be recognised globally for our achievements and the outcomes fed back into the pedagogy of student learning.

 

Qualifications

  • PhD, Marketing, University of Gloucestershire
  • MA (Hons), Art History and Design, Birmingham City University
  • PGCert, Education, Birmingham City University
  • BA Hons, Music, University of Bath

Membership of professional bodies

  • Fellow of the HEA
  • Member of the Small Business Charter Management Board
  • Member of Enterprise Educators UK

Teaching & Research

Teaching

My teaching philosophy prioritizes constructive learning through student-centred and inquiry-based approaches, where students are active participants in their own learning and are encouraged to ask questions, think critically, and collaborate with their peers. I believe that learning is a dynamic and ongoing process that requires a supportive and inclusive environment that values diversity and fosters a growth mindset.

Research

My research explores the intersection of fashion sharing and identity construction, examining how shared consumption practices can impact individual and collective identities. Using qualitative methods, I aim to understand how fashion sharing platforms facilitate new forms of identity expression and community building, while also considering their social and environmental implications.

My PhD research explored the concept of alternative consumption with a focus on sharing and the circular economy. A key aspect was how fashion consumers construct identities through engagement in sharing. The use of a simulation method provided a rich site for data generation, highlighting challenges consumers faced around ownership and self-image. What remains to be seen is if alternative consumption a niche practice or the start of a new wave of sustainable consumption.

Publications

More publications from Dr Rachel Vieira can be found in the Research Repository.