Dr Guy McKelvey is a Lecturer in Fashion Marketing at the University of Huddersfield whose research explores the intersection of fashion, marketing, innovation, sustainability, and emerging technologies. His work focuses on how digital transformation is reshaping consumer engagement, marketing practice, and business strategy within the fashion and creative industries.

His PhD, A Study to Evaluate the Relevance of the Metaverse as a Strategic Marketing Channel for MSME Fashion Companies, examined the strategic value of immersive technologies for fashion-sector micro, small, and medium-sized enterprises (MSMEs).

His research interests include digital marketing, consumer behaviour, entrepreneurship, sustainability, immersive technologies, luxury and streetwear markets, and innovation within fashion business. He has presented research internationally on topics including slow luxury fashion, sustainability-led disruption, streetwear culture, and the marketing potential of the metaverse.

Guy supervises postgraduate researchers at Master's level and welcomes enquiries from prospective PhD candidates interested in fashion marketing, digital innovation, consumer engagement, sustainability, entrepreneurship, and emerging technologies within the fashion and creative sectors. He has also served as an External Examiner for programmes in fashion business and marketing, including the MA Fashion Business and Marketing programme at the University of Salford.

Current research and knowledge exchange activities include projects focused on Creative Health, Fashion Talks, and innovative marketing and engagement strategies for sustainability-oriented organisations.