Aimee Jones

Department: Marketing Management

Office/Location: CSM



Staff Overview

​​​​I am a Lecturer of Fashion Marketing Management and have held this position at Cardiff Met since 2021. Prior to my role here, I worked for five years as Lecturer of Fashion Merchandising in the United States. I have a background in research and social media within fashion and enjoy researching the underlying messages behind what we wear. I have published work on the motivations to engage in fashion information seeking and this work was awarded the Most Downloaded Article of 2019 by Wiley Publishing.​


​​I have served as module leader for FMM7005, BSP5090 and BSP6039. I serve as seminar tutor for BSP5090.

I supervise both BA and MSc students in their final projects and have also served as a staff mentor for a student team in the global CIM ‘The Pitch’ competition, where they finished in the top 9 teams.


​​Millennial and Gen Z consumer behaviour

Intellectual property in fashion

Fashion history and gendered fashion

Key Publications

​​Jones, A. & Kang, J. (2019). Media Technology Shifts: Exploring Millennial Consumers’ Fashion-Information-Seeking Behaviours and Motivations. Canadian Journal of Administrative Sciences

Other Projects and activities

​​​I have provided the foreword for a historical fantasy novel, Disenchanted: A Lay of Ruinous Reign by Brianna Sugalski.

Peer reviewer for the Clothing and Textile Research Journal

Undertaking PgCTap currently

External Links