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Michelle Hughes


Nottingham School of Art & Design

Staff Group(s)
Fashion marketing, management and communication


Michelle teaches consumer research, behaviour and communication and promotion theory across all levels including final years and MA's. She has had various roles across the module but is currently module leader on level 2. The program encourages students to work on live projects and as such, Michelle has organised live projects with brands such as New Balance, BMW Mini, Bjorn Borg, Unilever, Kickers, Ted Baker and Barbour. Michelle organises research trips to London and Berlin where students gain access to industry trade shows that related directly to their studies.

Career overview

Michelle Hughes has worked in consumer research and insight for over 14 years. After completing a degree in Economics she began researching within the fashion industry, working both client and agency side on various projects from advertising to recycling. After seeing money being wasted on flawed research Michelle pursued a career as an academic, teaching creative students how to read, understand and carry out purposeful research.

Her expertise is in qualitative research methods and research for creative programs. In particular, Michelle teaches research from the Behavioural Perspective Model and the importance of context for any consumer insight.
Having gained a CIM qualification and having worked in marketing, Michelle also teaches communication and promotion theory. In particular using research and insights to create Big Ideas.

Michelle completed and passed her PGCHE with commendation in 2012 and is a fellow of the HEA.

Research areas

Michelle has worked on two WRAP projects researching into garment longevity. Both projects involved a small team led by Professor Tim Cooper commissioned by WRAP. The first one produced a report and guidance notes for product development teams within the clothing industry. The second one is yet to be published, Michelle's part centred on garments which had been discarded, the research involved visiting sorting warehouses and analysing the reason a garment had been thrown away.
Michelle has also spoken at the Quantified Self conference Amsterdam and the 9th European Trend day at GDI Gottlieb Duttweiler Institute, Zurich about persuasive technologies and clothing tracking.

She has a strong interest in Sustainable Clothing and is a member of the university's research group SCRG.(Sustainable Consumption Research Group).

External activity

  • FCP All Walks Case Study in Academic Pack
  • Quantified Self Member

Sponsors and collaborators

  • Unilever
  • ALL Walks
  • BMW Mini
  • Pretty Polly
  • Bjorn Borg
  • Barbour
  • Kickers