Wilson College of Textiles Alumna Returns as Faculty Member

Hanna Lee is returning to the Wilson College of Textiles, but this time with a new title. Lee completed her Ph.D. in textile technology and management from the college in 2021 and is now serving as assistant professor for the Department of Textile and Apparel, Technology and Management (TATM).

She started her academic career as an assistant professor of marketing at Susquehanna University in Pennsylvania as well as the Department of Retailing at the University of South Carolina before making her way back to the Wilson College. Lee appreciates the college’s emphasis on technological research and industry connections – two focuses that initially drew her to the doctorate program and brought her back. 

“Institutions have a pretty different emphasis on aspects of the program; Wilson focuses much more on research along with the teaching. There are many funded opportunities that help you become a competent member of the academic community,” Lee says. 

Exploring consumer behavior

Lee’s research uses psychological lenses to understand the impact of innovative technologies on consumer psychology and unique behavior. 

“For my Ph.D. dissertation, I primarily investigated the impact of virtual fitting room technologies on customer experiences – how to improve it, what kind of value customers are seeking and also which customers are more likely to use it or adopt it,” Lee says. “As a faculty member, I started to also look into a variety of virtual reality [VR] technologies and their impact on the industry. My research right now primarily works on how to better engage and attract consumers to such experiential learning opportunities using virtual technologies.”

Another stream of her research is focused on pro-social/sustainable consumption behavior. This includes collaborated consumptions, such as clothing rental services like Nuuly, and purchasing items made with recycled fibers. 

Lee’s Ph.D. program advisor, Professor Yingjiao Xu, is thrilled to welcome her back to the Wilson College. She feels confident that Lee will excel as a researcher and teacher and help students navigate the future of fashion and retail.

“With diverse teaching experience gained over the past three years from both a private business school and a large public university, Dr. Lee brings fresh perspectives and innovative approaches to our TATM department. Her return promises to enrich our research agenda and transform the classroom experience,” Xu says. “Dr. Lee’s insights into fashion and retail technologies, from virtual fitting rooms (VFRs) to emerging innovations such as Non-fungible tokens [NFTs] and AI technologies, will inspire students and prepare them for the rapidly evolving landscape of the fashion industry.”

Opportunities for collaboration 

Lee says she’s excited to continue with her research at a college where faculty and staff have such a broad range of professional experiences and areas of expertise.

“We have a lot of people who have a very specific background and skills. The interdisciplinary nature of the college can lead to more impactful research outcomes by bringing different ideas into a single project,” Lee says of the potential for collaboration. 

She will continue to teach FTM 416: The Fashion Industry, which primarily focuses on global sourcing and management, and is looking forward to bringing her marketing experience and research opportunities to the classroom.

“I am delighted to welcome Dr. Hanna Lee to the TATM Department,” TATM Interim Department Head Professor Kristin Thoney-Barletta says. “Her expertise in the application of innovative retail technologies to consumer experiences and apparel markets will undoubtedly broaden our research scope.” 

Not even a full year back, Lee already feels settled back into her Wolfpack home.

“I’m just coming back, but the community is very supportive and engaging. It was easy for me to get used to this environment again even after my position changed.”