Osmud Rahman

Osmud Rahman is an Associate Professor of School of Fashion and his research interests are consumer behavior, fashion design and culture. His works have appeared in various journals such as the Journal of Fashion Marketing and Management, International Journal of Design, Design Journal, Fashion Practice, and Fashion Theory. He serves as an Associate Editor for the Journal of Fashion Marketing and Management, and also an Editorial Board member for the Portuguese Marketing Journal, and Fashion, Industry and Education journal. He is currently involved in a cross-cultural study of fashion consumption and also a research of men’s height and clothing fit.

•  Consumer behaviour
•  Branding strategies
•  Fashion culture and subculture
•  Aging consumers
•  Men’s body image and clothing fit
•  Consumer innovativeness
•  Online/offline shopping behaviour
•  Ethnic dress and multiculturalism
•  Sustainable consumption, production and prosumption
•  Sustainable design and practices
•  Cross-cultural studies

• 2014-2016 Social Sciences and Humanities Research Council Canada, SSHRC Insight Development Grant, $47,477; started July 2014; “Cross-national consumer research: Modelling fashion shoppers’ behavior and preferences”, principal investigator: Osmud Rahman, co-investigator: Benjamin Fung
• 2014-2015 Hong Kong-Canada Crosscurrents Project, $2,500; started September 2014 ended September 2015; “Chinese Canadians and fashion consumption in metropolitan areas - Vancouver, Toronto, and Montreal”, principal investigator: Osmud Rahman, co-investigator: Eric Li and Jack Leong
• 2014 – Partnership for Change: The RBC Immigrant, Diversity and Inclusion Project Research Grant; start date: May, 2014, and end date May 2015, $5,860; “Cultural interchange through ethnic dress: Social engagement and public perceptions”, principal investigator: Osmud Rahman

Refereed Journal Papers         

• Rahman, O., Hu, D. and Fung, B.C.M. (2023). “A systematic literature review of fashion, sustainability, and consumption using a mixed methods approach.” Sustainability, Vol. 15 No. 16, 12213.
• Rahman, O. and Navarro, H. (2023). “Perceptions of men’s height and self-objectification: Critical social perspectives across gender and age groups.” Trends in Psychology. https://doi.org/10.1007/s43076-023-00312-9 (external link) 
• Rahman, O. and Navarro, H. (2022). “­Men’s physical stature: Tackling heightism and challenges in fashion consumption.” Behavioral Sciences, Vol. 12 No. 8, 270.
•  Yu, H., Rahman, O., Robichaud, Z. and Pearson, D. (2022). “Experiential value and shopping well-being of aging consumers.” Canadian Journal of Administrative Sciences, Vol. 39 No. 2, pp. 168-183.
• Rahman, O. and Kharb, D. (2021). “Product choice: Does eco-labeling play an important role in apparel consumption in India?” Fashion Practice: The Journal of Design, Creative Process & the Fashion Industry, Vol. 14 No. 2): 266-291.
• Rahman, O., Fung, B.C.M., and Kharb, D. (2021). "Factors influencing consumer choice: A study of apparel and sustainable cues from Canadian and Indian consumers’ perspective." International Journal of Fashion Design, Technology and Education, Vol. 14 No. 4, pp. 151-161.
• Koszewska, M., Rahman, O. and Dyczewski, B. (2020). “Circular fashion – consumers’ attitudes in cross-national study: Poland and Canada”, AUTEX Research Journal, 1-11.
• Rahman, O. and Koszewska, M. (2020). “A study of consumer choice between sustainable and non-sustainable apparel cues in Poland”, Journal of Fashion Marketing and Management, Vol. 24 No. 2, pp. 213-234.
• Rahman, O., Fung, B.C.M. and Chen, Z. (2020). “Young Chinese consumers’ choice between product-related and sustainable Cues: The effects of gender differences and consumer innovativeness”, Special issue: Sustainable development and practices: production, consumption and presumption, Sustainability, Vol. 12 No. 9, pp. 1-29.
• Rahman, O., Chen, Z., Fung, B.C.M. and Kharb, D. (2020). “A cross-national study of young female consumer behaviour, innovativeness and apparel evaluation: China and India”. The Journal of the Textile Institute, Vol. 111 No. 3, pp. 334-344.
• Rahman, O. and Yu, H. (2019). “Key antecedents to the shopping behaviours and preferences of aging consumers: A qualitative study”, Journal of Fashion Marketing and Management, Vol. 23 No. 2, pp. 193-208.
• Yu, H. and Rahman, O. (2019). “Branding strategies in transitional economy: The case of Aimer”, Journal of Global Fashion Marketing, Vol. 10 No. 1, pp. 93-109.
• Dyczewski, B., Koszewska, M., Rahman, O. and Kharb, D. (2018). “International conditions for following fashion: On the example of Poland, Canada, and India”. Roczniki Kulturoznawcze/Annals of Cultural Studies, Vol. 9 No. 4, pp. 105-118. [In Polish]
• Yu, H. and Rahman, O. (2018). “Inclusive apparel shopping experiences for older consumers in China”, International Review of Retail, Distribution and Consumer Research, Vol. 28 No. 5, pp. 531-553.
• Rahman, O. (2018). “Online consumer choice: Footwear design and visual presentation”, Journal of Textile and Apparel, Technology and Management. Vol. 10 No. 4, pp. 1-19.
• Rahman, O. and Yu, H. (2018). “A study of Canadian female baby boomers: Physiological and psychological needs, clothing choice and shopping motives”, Journal of Fashion Marketing and Management. Vol. 22, No. 4, pp. 509-526.
• Rahman, O. and Kharb, D. (2018). “Fashion innovativeness in India: Shopping behaviour, clothing evaluation and fashion information sources”, International Journal of Fashion Design, Technology and Education. Vol. 11, No. 3, pp. 287-298.
• Rahman, O. and Chang, W.-T. (2018). “Understanding Taiwanese female baby boomers through their perceptions of clothing and appearance”, Fashion Practice: The Journal of Design, Creative Process & the Fashion Industry. Vol. 10, No. 1, pp. 53-77.
• Rahman, O., Fung, B.C.M., Chen, Z., Chang, W.-L. and Gao, X. (2018). “A study of apparel consumer behaviour in China and Taiwan”, International Journal of Fashion Design, Technology and Education, Vol. 11, No. 1, pp. 22-33.
• Alkhodair, S.A., Fung, B.C.M., Rahman, O. and Hung, P.C.K. (2018). “Improving interpretations of topic modeling in microblogs”, Journal of the Association for Information Science and Technology, Vol. 69, No. 4, pp. 528-540.
• Rahman, O., Fung, B.C.M., Chen, Z. and Gao, X. (2017). “A cross-national study of apparel consumers’ preferences and the role of product evaluative cues”, Asia Pacific Journal of Marketing and Logistics, Vol. 29, No. 4, pp. 796-812.
• Rahman, O. and Gong, M. (2016). “Sustainable practices and transformable fashion design – Chinese professional and consumer perspectives”, International Journal of Fashion Design, Technology and Education, Vol. 9, No. 3, pp. 233-247.
• Rahman, O. (2016). "The hoodie: Consumer choice, style and symbolic meaning", International Journal of Fashion Studies. Vol. 3 No. 1, pp. 111-133.
• Rahman, O., Fung, B. and Yeo, A. (2016). “Exploring the meanings of hijab through online comments in Canada”, Journal of Intercultural Communication Research, Vol. 45, No. 3, pp. 214-232.
• Rahman, O., Wong, K.K.-K. and Yu, H. (2016). “The effects of mall personality and fashion orientation on shopping value and mall approach behaviour among Chinese shoppers”, Journal of Retailing and Consumer Services, Vol. 28, pp. 155-164.
• Chang, W.-L., Rahman, O., Hsu, C.W. and Chang, H.-C. (2015), “Service brand and customer attire: A genetic algorithm approach”, International Journal of Fashion Design, Technology and Education. Vol. 8 No. 3, pp. 194-205.
• Rahman, O. (2015), “Denim jeans: A qualitative study of product cues, body type and appropriateness of use”, Fashion Practice: The Journal of Design, Creative Process & the Fashion Industry, Vol. 7 No. 1, 53-74.
• Payne, R. and Rahman, O. (2014), “The eye tracking exploratory study of the consumer’s gaze upon fashion video”, Revista Portuguesa de Marketing/Portuguese Journal of Marketing. Vol. 33, pp. 59-74.
• Rahman, O., Fung, B. and Liu, W.-S. (2014). “Using data mining to analyze fashion consumers’ preferences from a cross-national perspective”, International Journal of Fashion Design, Technology and Education, Vol. 7 No. 1, pp. 42-49.
• Rahman, O., Chen, X. and Au, R. (2013), “Consumer behaviour of Chinese pre-teen and teenage youth”, Journal of Global Fashion Marketing, Vol. 4 No. 4, pp. 247-265.
• Rahman, O., Liu, W.-S. and Cheung, M.-H. (2013), “Cosplay: Imaginative self and performing identity”, Russian Fashion Theory: The Journal of Dress, Body & Culture. Vol. 27, pp. 209-235. [In Russian]
• Chu, A. and Rahman, O. (2012). “Colour, clothing, and the concept of ‘green’: Colour trend analysis and professionals’ perspectives”, Journal of Global Fashion Marketing, Vol. 3 No. 4, pp. 147-157.
• Rahman, O., Liu, W.-S. and Cheung, M.-H. (2012), “Cosplay: Imaginative self and performing identity”, Fashion Theory: The Journal of Dress, Body & Culture. Vol. 16 No. 3, pp. 317-342.
• Rahman, O. (2012), “The influence of visual and tactile inputs on denim jeans evaluation”, International Journal of Design. Vol. 6 No. 1, pp. 11-25.
• Rahman, O., Chen, X. and Au, R. (2011), “An empirical study of ‘Little Emperor’ shopping behavior, Revista Portuguesa de Marketing/Portuguese Journal of Marketing. Vol. 27, pp. 105-117.
• Rahman, O. (2011), “Understanding consumers’ perceptions and behaviour: Implications for denim jeans design”, Journal of Textile and Apparel, Technology and Management, Vol. 7 No. 1, pp. 1-16.
• Rahman, O., Liu, W.-S., Lam, E. and Chan, M.-T. (2011), “Lolita: Imaginative self and elusive consumption”, Fashion Theory: The Journal of Dress, Body and Culture, Vol. 15 No. 1, pp. 7-28.
• Rahman, O., Jiang, Y. and Liu, W.-S. (2010), “Evaluative criteria of denim jeans: A cross-national study of functional and aesthetic aspects”, The Design Journal, Vol. 13 No. 3, pp. 291-311.
• Rahman, O., Jiang, Y. and Liu, W.-S. (2009), “Evaluative criteria for sleepwear: A study of privately consumed product in the People’s Republic of China”, International Journal of Fashion Design, Technology and Education, Vol. 2 No. 2-3, pp. 81-90.
• Rahman, O., Zhu, X. and Liu W.-S., (2008), “A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China”, Journal of Fashion Marketing and Management, Vol. 12 No. 2, pp. 217-231.

Book Chapter

• Navarro, H. and Rahman, O. (2023). Challenges and opportunities in designing and branding height-inclusive menswear. In D. Reynders and H. Van den Bulck (Eds.) Masculinities + Inclusive Articulations and Practices in Fashion, Media and Popular Culture, Academic and Scientific Publishers, ASP Editions, Brussel, pp. 134-147.
• Rahman, O. and Petroff, L. (2014). Communicating brand image through fashion designers’ homes, flagship stores and ready-to-wear collection. In J.H. Hancocks, II, V. Manlow, G. Muratovski and A. Peirson-Smith (Eds.) Global Fashion Brands: Style, Luxury & History, Intellect Publisher, UK, pp. 179-198.