I am an Associate Professor of Fashion Merchandising in the Department of Design, Housing and Merchandising at Oklahoma State University, USA. My research focuses on sustainable consumption of fashion products in the consumer-brand relationship context and other alternative fashion consumption modes related to circular business models such as resale and rental. I have examined the mechanism of brand loyalty formation for sustainable fashion and fast fashion brands, the triple bottom line model as it is applied to customer-centric sustainability for fashion brands, and sustainability implications of fashion rental and resale models.