School of Engineering and Built Environment Self-Funded Phd research Project

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School of Engineering and Built Environment

Self-Funded PhD Research Project

Please note that as this project is not funded by a university studentship, the successful candidate will be required to source external funding for tuition fees and expenses while studying at the university.

Project Title: Emerging Technologies for Mobile Fashion Consumers

Project Reference Number: SEBE_SELF_MAGM_6


In the UK fashion clothing and footwear sector, online retail spend is 10% of total retail spend and growing. Mobile technologies are having a significant effect on how consumers interact with fashion brands across different digital and/or physical channels. For example many start their purchase journey by browsing on their smart phones and completing the journey on another device at a later time. Emerging technologies such as virtual and augmented reality have the potential to offer unique shopping experiences but how best to deploy such technologies to provide benefits to consumers is unclear. The research question is: How can augmented reality technologies enhance consumer the retail experience through enhanced product information engagement and person-to-person interaction.

Example References

  1. Poushneh, A., et al (2017) Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy by; Journal of Retailing and Consumer Services, 01/2017, Volume 34

  2. Craig A (2013) Understanding Augmented Reality: Concepts And Applications,Elsevier ISBN:978-0-240-82408-6

  3. Perry, T., (2017) Augmented Reality: Forget the Glasses, IEEE Spectrum, pp32-35.


The aims of the project are to:

  • Explore the strengths and weaknesses of current and future augmented and virtual systems

  • Identify the characteristics of an online shopping retail experience that are satisfactory and unsatisfactory for fashion consumers

  • Develop an AR/VR prototype that addresses both satisfactory and unsatisfactory characteristics of an online shopping retail experience

  • Evaluate the prototype and report on the findings.

Research Supervisor

Candidates are encouraged to contact the following researchers for further details:

  • Professor Mike Mannion (, ( )

  • Dr Noreen Siddiqui (, Glasgow School for Business & Society

Mode(s) of Study

This project is available as a:

  • PhD: 3 years full-time

  • 1 + 3 route to PhD: Undertaking MRes [1 year full-time] + PhD as above



Applicants will normally hold a UK honours degree 1st/2:1 (or equivalent); or a Masters degree in a subject relevant to the research project. Equivalent professional qualifications and any appropriate research experience may be considered. A minimum English language level of IELTS score of 6.5 (or equivalent) with no element below 6.0 is required. Some research disciplines may require higher levels.

Specific requirements of the project: The successful applicant will be able to demonstrate understanding of software development but have some understanding of and a particular interest in adapting ideas and models from other types of system e.g. natural, ecological, physical.

How to Apply

Candidates are encouraged to contact the research supervisor(s) for the project before applying. Applicants should download and complete the GCU Research Application Form (available from: stating the Project Title and Reference Number (listed above). Or they may attach an alternative research proposal (see Guidance on writing a research proposal) that is related to the themes and expertise of the School ( The completed GCU Research Application form should be sent with copies of academic qualifications (including IELTS if required), 2 references and any other relevant documentation to: Applicants shortlisted for a PhD will be contacted for an interview.

Application Deadlines

The PhD programmes commence in 01 October, 01 February or 01 May of each year. The application deadlines are as follows:

Start Date

Application Deadline

October 2017

1 July 2017

February 2018

1 October 2017

May 2018

1 January 2018

October 2018

1 June 2018

February 2019

1 October 2018

Research Degree Fees

Current fee information:

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