Dr Daniella Ryding joined the University of Manchester in 2013, after working for several U.K. higher education institutions and graduating with her first degree in Retailing and Marketing. 

Daniella is a Senior Lecturer in Fashion Marketing in the Department of Materials, and  is the Academic Lead in Faculty (FSE) for the University's flagship teacher training programme - where she continues to make impact on teaching quality for all new academics joining the institution.

Daniella is the editor  of several fashion business text books published by Springer Nature, and  the Palgrave Series in Luxury Fashion Retailing. The author has published over 75 academic outputs, which includes book chapters and peer reviewed articles in the field of fashion marketing and management. Her work has been published in world-leading journals which includes the Social Enterprise Journal, the Journal of Retailing and Consumer Services, the European Business Review, the International Journal of Consumer Studies, and the Journal of Fashion Marketing and Management. The author enjoys collaborating with a network of international academics to develop contemporary marketing thought. Daniella has a passion for researching consumers in their locations and environments within the areas of digital marketing and the circular economy.  

She is an internationally networked educator, has delivered strategic marketing programmes in Europe and Asia, and is a visiting Professor for the University of Vitez in Bosnia. Her passion for her subject specialism stems from her teenage years and continues today with her enthusiasm to embark on new projects and collaborations both at a national and international level.

“From a very early age, I have always been fascinated with understanding consumers and the underlying motivational drivers for consumption within different retailing contexts. Equally fascinating to me is to understand how companies are able to trigger behavioural shifts in consumption to benefit their strategic agenda, within  changing and dynamic environments.  My family bought into the Benetton franchise when I was just a teenager. It was at that point in time, that I very quickly became interested in business operations, retailing and consumer behaviour, and following Oliviero Toscani’s ingenious and controversial advertising campaigns for the Benetton brand, I became fascinated with the  world of advertising and promotion.

Accepting PhD Students subject to availability in the following remits:

Consumer Behaviour/Consumers  in their Locations & Environments and the impacts for Marketing Strategy; Digital Marketing, the Metaverse, Social Media Marketing, Sustainability (Environmental  and Societal perspectives),