FIRST at KHU
Fashion Industry & Retail Studies Team
FIRST combines fashion expertise with research and problem-solving strategies to address the evolving challenges of the fashion industry. Through innovative, data-driven, and creative approaches,
FIRST aims to achieve outstanding research and its applications.
01 Director
SOJIN JUNG Ph.D.
Dr. Sojin Jung is a Professor in the Department of Clothing and Textiles at Kyung Hee University in Seoul, Korea. She earned her Ph.D. in Consumer, Apparel, and Retail Studies from the University of North Carolina at Greensboro, USA. Committed to academic excellence, Dr. Jung has published numerous fashion-related studies in internationally renowned journals and has presented research papers at domestic and international conferences. She has been recognized with multiple research awards from esteemed academic associations and has secured research funding from prestigious organizations, including the Korea National Research Foundation and the Hong Kong Research Grants Council. Her research interests span a wide range of topics within the fashion industry, with a particular focus on branding strategies, consumer behavior, and corporate sustainability.
02 Research
JCR Q1 Journals
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How stable are corporate moral priorities? Evidence across societies, product categories, and time. CORPORATE SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT.
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The spillover effects of positive and negative CSR publicity: How and why the effect is lessened versus amplified. CORPORATE SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT.
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The buffering effect of continuous CSR engagement on negative consumer responses toward brand crises. CORPORATE SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT.
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Share it or buy it? Exploring the effects of brand attachment on commercial sharing services. JOURNAL OF BUSINESS RESEARCH.
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From co-consumption to co-production: A systemic review and research synthesis of collaborative consumption practices. JOURNAL OF BUSINESS RESEARCH.
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Coordination and enhancement schemes for quick response mass customization supply chains with consumer returns and salvage value considerations. IEEE TRANSACTIONS ON SYSTEMS, MAN AND CYBERNETICS: SYSTEMS.
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How far can brands go to defend themselves? The extent of negative publicity impact on proactive consumer behaviors and brand equity. BUSINESS ETHICS: A EUROPEAN REVIEW.
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Inventory management in mass customization operations: A review. IEEE TRANSACTIONS ON ENGINEERING MANAGEMENT.
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A review on supply contracts in reverse logistics: Supply chain structures and channel leaderships. JOURNAL OF CLEANER PRODUCTION.
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Perfect or imperfect duties? Developing moral responsibility framework for corporate sustainability from consumer perspective. CORPORATE SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT.
Recent Global Collaborative Research Institutions (provided by PURE)
03 Team members
We welcome anyone with curiosity and passion.
Join us to learn, collaborate, and grow together.
Current Members
FIRST Academic Fellows
Full-time Lecturer
College of Textile and Garment, Hubei University of Science & Technology, China
Assistant Professor Department of Apparel, Merchandising, Design and Textiles, Washington State University, USA
Alumni
04 News
Keynote Speech
FIRST Director, Sojin Jung, delivered an invited talk, “Data-Driven Strategic Localization for K-Fashion,” at the Global Forum of Preview in Seoul 2026.
Award
Yue Qi (PhD) and Yeree Han (MA) received the Best Presentation Award (Fashion Marketing) at the 2026 Spring Conference of the Society of Fashion & Textile Industry.
Employment
Yue Wang (PhD & MA) will be joining Hubei University of Science & Technology, China as a Full-time Lecturer starting from the Spring 2025 semester. We warmly congratulate her and wish her all the best in her future endeavors.
Publication
Yue Wang (PhD) published her innovative research in the SSCI journal, Asia Pacific Journal of Marketing and Logistics.
Publication
Hyeji Kim (MA) and Yue Qi (PhD) successfully published their noteworthy research in the SSCI journal, Asia Pacific Journal of Marketing and Logistics.
Award
Yeree Han (MA) and Yue Qi (PhD) in FIRST received the Best Presentation Award (Fashion Marketing) at the 2025 Fall Conference of the Korean Society of Clothing and Textiles.
Award
Khin Yati Nay Myo (MA) received the Best Presentation Award (Fashion Marketing) at the 2025 Spring Conference of Korean Society of Costume.
Employment
Min Jung Kim, who completed her master’s program at FIRST, will be joining Washington State University, USA as an Assistant Professor beginning in Fall 2026. We are delighted to celebrate her achievement and wish her continued success in her academic career.
Achievement
Yeree Han (MA) was selected for the 2025 Research Grant Program of the Korean Society of Consumer Studies, where she will present her study “When Serendipitous Encounters Draw Consumers In” at the Spring Conference next year.
Award
Yue Wang (PhD) received the Best Presentation Award (Fashion Marketing) at the 2024 Fall Conference of the Society of Fashion & Textile Industry.