We are very excited to announce that the Fashion Business School, LCF, UAL and IMRG have formed a research partnership to further develop IMRG’s market-leading retail insight programme.
The FBS team skilfully analyse and interpret major data points across hundreds of eCommerce websites throughout the period of Black Friday, generating incredibly powerful datasets that are then shared with IMRGs membership.
Meet the participants:
Alexandra Myazina
Alexandra Myazina is a first-year BA (Hons) Fashion Marketing student at London College of Fashion, UAL. Having lived in the UK, Europe and the Middle East, she brings a global perspective to her interest in fashion retail and consumer behaviour. She recently completed a collaborative project with IMRG, analysing Black Friday ecommerce data and presenting insights on retailer campaign strategies. Alongside her studies, she has gained retail experience as a stylist at Levi’s and through assistant management roles, further developing her understanding of customer engagement and brand performance.
Amber Williams
Amber Williams is currently completing her MSc in Psychology of Fashion at the London College of Fashion. Amber is motivated to work in research-led positions that support sustainable and ethical change within the fashion industry.
Avrei Kebernik
Avrei Kebernik is a BSc (Hons) Fashion Management student at London College of Fashion, UAL. She demonstrates a strong interest in fashion technology, particularly developments surrounding the advancement of AI and sustainable manufacturing. Avrei is an excellent public speaker and processes strong analytical and collaborative skills.
Brandy Wen
Brandy Wen is an MA Fashion Marketing student with a strong interdisciplinary academic background in Ancient History and Classics (BA (Hons), King’s College London) and Strategic Fashion Marketing (MA, London College of Fashion, University of the Arts London). She has gained diverse industry experience across emotional storytelling and branding, PR and event management, and social media marketing strategy, through internships in London, New York, and Shanghai. Brandy is particularly interested in consulting communication and marketing strategies for luxury and independent fashion brands.
Cloud Austin
Cloud Austin is a Psychology of Fashion student at London College of Fashion (LCF) and a Business School Representative for LCF. She has experience across fashion retail, PR within a magazine company, and other creative roles, and is driven by a strong desire to explore new experiences and continuously learn. Cloud is passionate about research and data analysis, and is particularly interested in using data to support more sustainable and circular fashion practices while helping consumers feel seen and heard.
Danielle Camargo
Danielle Camargo is an MSc Strategic Fashion Management student at UAL London College of Fashion, with a strong interest in data, finance, and marketing. She aspires to build a career within these sectors, supported by experience across retail, London Fashion Week, PR, and social media marketing. Highly motivated and proactive, Danielle is a collaborative team player with a strong analytical mindset and a driven, solutions-oriented approach, enabling her to contribute effectively within dynamic, business-focused environments.
Disha Ajeet Gokani
Disha Ajeet Gokani is a BSc Fashion Management student at the London College of Fashion, UAL. As a motivated individual, she has developed a strong foundation in marketing, sustainability, finance, and data analysis through academic projects and professional experiences. Alongside her studies, Disha has gained hands on experience across retail banking, marketing, and digital communications. She is particularly interested in data driven decision making, financial performance, and the economic forces that shape business strategy. With a solid grounding in finance, accounting, and management, she is eager to strengthen her expertise in corporate finance and market analysis. She aims to build a career in global financial environments where she can contribute to strategic growth, efficiency, and long term value creation.
Guanmeng Ding
Guanmeng Ding is an MA Fashion Marketing and Sustainability student at London College of Fashion, UAL, with a background in operations coordination, client support, and content creation. She has experience working in cross-functional environments, supporting operational workflows, stakeholder communication, and data-driven projects. Guanmeng is a detail-oriented and proactive individual with strong organisational, communication, and analytical skills. Her key areas of interest include operations, supply chain coordination, e-commerce, and how global brands create long-term value through effective execution and collaboration.
Hannah Morton
Hannah Morton is studying Fashion Marketing at the London College of Fashion, UAL. Her main interests are PR and social strategies. She particularly enjoys creating strategies and research across all industry, specifically fashion, beauty and sports.
Heidi Muili
Heidi Muili is a BSc (Hons) Fashion Management student at London College of Fashion, UAL with previous experience in PR and Communications. Heidi is a confident individual with strong organisational, and collaborative working skills alongside the ability to balance multiple commitments. Her main areas of interest are luxury, business development and communications, and she hopes to work in the fashion business industry in the future.
Holly Horn
Holly Horn is a BSc (Hons) Fashion Management student at London College of Fashion, with a key interest in corporate strategy. She has experience in large-scale event management and currently works in sales & marketing, combining practical industry exposure with her academic studies. Through the IMRG x LCF collaboration, Holly enhanced her analytical capabilities by translating complex primary data into actionable insights. The project strengthened her commercial awareness within fashion ecommerce, deepening her understanding of the relationship between data-driven strategy and measurable business outcomes.
Jieun Yeom
Jieun Yeom is an MA Global Fashion Retailing student at LCF, UAL, with professional experience across fashion merchandising, e‑commerce operations, and buying. Her work across the full retail cycle from offline and online operations to back‑office coordination enables her to integrate inventory management, product planning, and sales data analysis into a cohesive, insight‑driven approach. She has collaborated with international brand partners and global offices, strengthening her cross‑cultural communication. She aims to grow as a fashion retail specialist who transforms insights into innovative solutions and contributes to sustainable retail strategies.
Kimia Rashidzadeh
Kimia Rashidzadeh is a BSc Fashion Management student at the London College of Fashion, UAL. Upon completion in 2028, she will have worked positions in sales at Bimba Y Lola and as an intern at Reiss, and is enthusiastic about how to navigate the ever-changing industry using technology and sustainable principles. For Kimia, gaining firsthand experience from experts on the LCF X IMRG Collaboration is an opportunity for her to strengthen her knowledge of data analytics and understanding of how data influences business decisions.
Leanor Canelo Walker
Leanor Alma is a first year Visual Merchandising and Branding student at LCF with extensive past experience in project management and market research.
Letycia Thedrica
Letycia Thedrica is a London-based Fashion Management student at London College of Fashion, working at the intersection of fashion, business, and creativity. With experience across styling (including London Fashion Week and celebrity styling), marketing, set design, and event coordination, she thrives in fast-paced environments by adapting quickly, managing shifting priorities, and collaborating across creative and operational teams. These varied roles have shaped her into a multidisciplinary creative, and through her data analyst role on the IMRG project, she has developed a stronger understanding of how data drives decision-making in the fashion industry.
Mahi Agarwal
Mahi Agarwal is a third-year BSc Psychology of Fashion student at the London College of Fashion, passionate about entrepreneurship and exploring innovative ways to connect consumers with brands. She has a strong foundation in consumer psychology, market research, marketing, and brand strategy, with practical experience across fashion, beauty, sustainability, events, and retail. She is able to combine data-driven insights with creative storytelling, excelling in understanding human behaviour, trend analysis, and audience engagement. Hands-on experience includes research, social media management, content creation, and coordinating large-scale events.
Mana Blumicz
Mana Blumicz leverages a strategic background in Fashion Marketing alongside technical aptitude demonstrated through rigorous academic and competitive initiatives. She has executed complex conceptual projects, ranging from designing award-winning safety wearables for a university program to rapid prototyping in competitive hackathon environments. Her operational capabilities are bolstered by a multilingual background, facilitating precise analysis and communication across international markets. She prioritizes the formation of reliable, cohesive team structures, viewing steadfast collaboration as essential to project success. Mana focuses on delivering substantive, well-researched results that serve long-term strategic goals rather than temporary metrics.
Paulina Vega Mendez
Paulina Van Mendez is a Marketing Strategist and current MBA Candidate at LCF, with experience in data-driven growth, which has shaped her analytical approach to brand management and consumer behavior. She is currently dedicated to mastering the complexities of the fashion supply chain and leveraging strategic branding to build sustainable, scalable businesses.
Peng-Hsuan Ho
Peng-Hsuan Ho is a recent BA (Hons) Fashion Marketing graduate from the London College of Fashion, UAL. She has developed experience across digital marketing, event operations, and data analysis through academic projects and industry experiences. With a strong interest in fashion, technology, and consumer insight, she is particularly passionate about using data analytics to support more informed decision-making within the fashion and retail industries. She aims to continue developing her career in digital marketing and analytics, applying creative and analytical thinking to drive meaningful innovation within the fashion and events industries.
Qingqing Tan
Quingqing Tan is currently an MA Psychology of Fashion student at the London College of Fashion. With an academic background in Computer Science at both undergraduate and postgraduate levels, previous experience includes research-based work in software development and academic research, contributing to published papers and patents. Professional experience spans both analytical and industry contexts, including work as a Buyer Assistant at a boutique and backstage internship experience at London Fashion Week. These roles provided insight into brand positioning, retail strategy, and the performative and communicative dimensions of fashion. Current research interests focus on the psychological dimensions of fashion, particularly clothing as a medium of identity construction, self-expression, and symbolic communication.
Raena Shah
Raena Shah is a third and final year, BSc (Hons) Psychology of Fashion Student at the London College of Fashion, UAL. Writing multiple analytical and consultancy research papers, as well as social media marketing experience and designing a garment line, Raena intends to delve deeper into psychological research in the fashion and consumer industry. With hopes to get experience in trend forecasting, and brand strategy, she aims to eventually go into fashion law.
Ruixin Lin
Ruixin Lin is a second-year student at London College of Fashion studying BA (Hons) Fashion Buying and Merchandising. She is full of passion for the fashion industry, full of curiosity, proactive, enthusiastic and approachable.
Shavya Vanaparthi
Shravya Vanaparthi is a first-year MA Fashion Marketing and Sustainability student at the London College of Fashion, UAL. With a background in Marketing, she has a strong interest in understanding the growing role and importance of sustainability in the fashion industry. She hopes to launch her own sustainable fashion brand, guided by local craftsmanship, ethical practices, transparency, and circular design. For her, the IMRG & LCF collaboration has offered practical insight into how advertising tactics are strategically designed to support brand identity and positioning.
Sophie Templer
Sophie Templer is a Content Creation student at LCF, with previous experience in data analytics and insights work in PR and marketing. Alongside her studies, she works in high-end hospitality where she has developed her communication, collaboration and customer service skills. She is focused on blending her love of creativity and design in her approach to business. Her most recent project, centred around sustainable innovation in manufacturing, made it to the final of the LCF Enterprise Challenge 2025. Being part of the IMRG x LCF project has been a rewarding opportunity to work on curating and presenting insights, reaffirming her love of data analytics and how that can apply in an industry setting.
Tetiana Myshko
Tetiana Myshko is a current Fashion Management student at the London College of Fashion, UAL. She has a strong focus on Digital Marketing and Brand Strategy.
Xuemei Zha
Xuemei Zha is an MA Global Fashion Retailing student at London College of Fashion, UAL. She holds a bachelor’s degree in International Trade and a master’s degree in Finance and has several years of professional experience working in the banking sector. Driven by a strong interest in Black Friday retail analytics, she chose to participate in this project. Looking ahead, Xuemei aims to further develop a strong data-driven mindset and commercial acumen, evolving into a mid- to senior-level hybrid professional capable of contributing data-informed insights to support strategic decision-making within global fashion retail organisations.
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