Daniella Ryding

Daniella Ryding


Accepting PhD Students

PhD projects

The SAFE (Sustainable Approaches in Fashion Entrepreneurship) Futures Research Group: Daniella is Co-lead with Dr.Gianpaolo Vignali for a large research group in the Fashion Business and Technology Group in the Department of Materials, which currently comprises of 11 PhD students.

The group provides a collegiate and team orientated environment for both new and existing research scholars to prosper in their own academic careers and research endeavours. Within this group, we offer extensive support for their professional development. The team has implemented a dedicated training program that spans from the first year of the students' enrolment until their graduation. This comprehensive program aims to provide the necessary guidance and resources to nurture the students' growth and success in their academic journey.

Recent successes for SAFE Futures in 2023, include the publication of 10 book chapters ( Springer Nature), 3 peer reviewed articles (Q1), and over ten conference papers for the Academy of Marketing (AMS), Advances in Retailing and Consumer Services (RARCS), and EUROMED.

Accepting PhD Students subject to availability in the following remits: Consumer Behaviour, Digital Marketing, the Metaverse, Social Media Marketing, Sustainability (environmental and societal),

If you made any changes in Pure these will be visible here soon.

Personal profile


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.

Research interests

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),


Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 10 - Reduced Inequalities
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production

Research Beacons, Institutes and Platforms

  • Global inequalities
  • Creative Manchester
  • Digital Futures
  • Sustainable Futures


Dive into the research topics where Daniella Ryding is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 1 Similar Profiles

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or