Dr Rosy Boardman is a Senior Lecturer in Fashion Business at the Department of Materials, University of Manchester. Rosy’s research focuses on digital strategy and innovation in the fashion retail industry. In particular, her research specialises in ecommerce, digital marketing and social media marketing, using eye tracking technology and qualitative research methods. Her interest is in exploring fashion retail's current and future developments, focusing on the digital economy, the metaverse and consumer behaviour as well as how technology can be used to solve issues related to both social and environmental sustainability. Rosy has published several peer-reviewed academic papers in world-leading journals as well as books, including Social Commerce: Consumer Behaviour in Online Environments (Springer, 2019) and Fashion Buying and Merchandising in a Digital Society (Routledge, 2020). She regularly presents her research at prestigious academic conferences and enjoys collaborating with both industry and academics all over the world.

Rosy worked as both a fashion buyer and marketing assistant prior to her academic career.