Yuri Siregar is a lecturer in fashion marketing, management and communications at NTU. He teaches fashion communications, research methods and digital marketing. Yuri brings a wealth of experience from his career in advertising and marketing as a creative director. At present he is completing a PhD exploring consumers’ experience of technological integration in fashion stores.
Yuri has presented at international conferences, such as British Academy of Management, Academy of Marketing Science, Global fashion management, and Oxford Retail Futures.
Yuri entered academia in 2015; teaching MA students and working on a PhD. He worked in advertising for more than a decade, with his last position being a creative director at a multinational advertising agency. Yuri has collaborated with various clients and/or brands, including Uniqlo, Galeries Lafayette, and Vinti Andrews London.
His PhD project is entitled ‘Consumers’ Experience of Technological Integration in Fashion Stores’ (Vice-Chancellor’s Scholar). The principal purpose of this PhD project is to explore consumers’ experience with interactive technologies in fashion stores.
Yuri’s research interests centre on the evaluation of people’s interaction with digital and physical fashion experiences.
- Fashion user experience
- Interactive technology in fashion stores
- Dynamic atmospherics
- Qualitative and quantitative research
- Member of NTU Fashion Marketing and Communication research group.
- Member of British Academy of Management
- Member of FMCd
SW Chang, YH Siregar - Experiencing brands on mobile augmented reality, Rediscovering the Essentiality of Marketing, 2016 - Springer
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