Personal profile


Guy McKelvey is a year lead and module leader across undergraduate and master’s courses within a fashion business context with specialisms across fashion buying, marketing, strategy and enterprise within the Department of Fashion and Textiles at the University of Huddersfield.  With key research interests across innovation, technology and sustainability as a disrupter to traditional channels of fashion distribution. With a master’s with distinction from MMU in international marketing and currently studying for a PhD centred around the use of new technologies specifically the metaverse in relation to engagement by Micro, Small and Medium businesses (MSMEs). He has represented the University at international exhibitions and conferences including Beijing Institute of Fashion Technology, World Student Design Competition- China, The Global Marketing Conference in Korea and collaborative work with the World university of Design and Shiv Nadar universities in India. A member of the Levitt group of senior marketing professionals which is part of the Chartered Institute of Marketing and FHEA Fellowship status from the Higher Education Academy.

Currently an external examiner for both the University of Salford’s MA Fashion Business and Marketing course and University of Sunderland’s BA Fashion Business and Promotion international partnership courses. Previous employment centred around senior director and management consultancy roles with varying renowned global luxury and lifestyle brands. His practise continues with ongoing consultancy roles and commentary supporting fashion and lifestyle start-ups to established players across the industry.

Current research projects include a focus on Creative Health (Wakefield), Fashion Talks and innovative ways for the  promotion of two sustainability focused businesses.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 12 - Responsible Consumption and Production

Research Expertise and Interests

  • Fashion Business
  • Marketing
  • Buyer-Supplier Relationships
  • Technology
  • Innovation in SMEs
  • sustainable fashion