[FMC] Fashion Marketing & Consumer Research Lab

Professor (PI)

Eunsoo Baek, Ph.D.

백은수
 

Department Chair of Clothing and Textiles, Hanyang University, (2023.02~present)

 

  • Associate Professor at the Dept of Clothing & Textiles, Hanyang University (2025.03~present)
  • Assistant Professor at the Dept of Clothing & Textiles, Hanyang University (2022.03~2025.02)
  • Assistant Professor of Fashion Retail & Marketing, Institute of Textiles and Clothing (ITC), The Hong Kong Polytechnic University (2018.08~2022.02)
  • Postdoctoral Fellow, Design and Environmental Analysis, Cornell University, USA.
  • Ph.D. Textiles, Merchandising and Fashion Design (Fashion Marketing), Seoul National University, South Korea.
  • M.S. Marketing (Consumer behavior), Seoul National University, South Korea.
  • B.S. Clothing and Textile (minor: Business administration), Yonsei University.

 

Teaching Dr. Baek has taught courses such as fashion visual merchandising, consumer behavior, fashion marketing, and research methods at various universities in South Korea and Cornell University in the US, and PolyU in Hong Kong.

 

Research Please click here for more information about the research program.

 

RESEARCH GRANT

  • National Research Foundation of Korea (한국연구재단). 인문사회신진연구자지원사업. KRW 75,665K, June. 2025 – May 2028, PI.
  • Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art.” KRW 4,000K, Dec. 2024 – Nov. 2025, PI.
  • National Research Foundation of Korea (한국연구재단). 인터내셔널모빌리티사업. KRW 20,000K, Oct. 2024 – Sep. 2025, PI. (Collaborator: Ga-Eun(Grace) Oh @Lingnan University, HK)
  • Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art (Int.).” KRW 5,000K, April 2024 – March 2025, PI.
  • Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art.” KRW 4,000K, Dec. 2023 – Nov. 2024, PI.
  • Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art (Int.).” KRW 15,000K, April 2023 – March 2024, PI.
  • Hanyang University (한양대학교). “Funding for Humanity, Social Science, and Art.” KRW 3,000K, Dec. 2022 – Nov. 2023, PI.
  • National Research Foundation of Korea (한국연구재단). “Objective Interactivity of Virtual Product Experience in Digital Retailing (디지털 리테일 환경 내 가상 제품경험의 객체 상호작용성 연구).” KRW 75,000K, 2022-2025, PI.
  • Hanyang University (한양대학교). “Gain and losses of immersive consumer experiences: Effectiveness of VR as a communication tool (몰입형 소비자 경험의 득과 실: 커뮤니케이션 도구로서의 가상 현실 효과성 연구).” KRW 20,000K, 2022-2023, PI. 
  • ​Undergraduate Research Innovation Scholarship (URIS). “Tactics of online product displays.” HK$ 50,000, 2021. Supervisor (equivalent to PI)
  • National Research Foundation (NRF) Korea. “K-Lifestyle Co-Creation of Young Vietnamese Consumers.” KRW 240,000K, 2020-2023, Co-I. 
  • TRSM Advancement Grant, “The Enigma of Tech Engagement on Luxury Retailing.” CAD15,000, 2020-2021, Co-I. 
  • Research Grant Council (RGC), Early Career Scheme (ECS), “Feeling Secure Inside These Walls: The Effect of Ceiling Height on Retail Consumers.” HK$ 642,460, 2020~2022, PI. 
  • Social Sciences and Humanities Research Council (SSHRC), “Examining Environmental Elements on Variety Seeking Behavior in Retail Settings.” CAD7,000, 2019-2020, Co-I.
  • University Grants Committee (UGC), Start-up Fund for New Recruits, “Virtual Reality as a Communication Tool.” HK$ 495,311, 2018-2021, PI.