Dr Shuo Feng
Staff details
Position
Lecturer in Luxury Brand Management
Department
Institute for Creative and Cultural Entrepreneurship
s.feng (@gold.ac.uk)
Shuo studies alternative luxury and underrepresented, marginalised, and alternative communities
Shuo holds a PhD in Marketing from Durham University and an MA in Luxury Brand Management from Goldsmiths, University of London. Her previous research studies how the notion of luxury transforms and adapts to the context of post-consumerism. In doing so, she conducted an ethnography in an intentional community in the UK, which elicited the conceptualisation of 'post-consumerism' and 'post-consumerist luxury'. Shuo's current research focuses on exploring alternative, pessimistic, and disrupted forms of luxury and eco queer women's migration to intentional communities in China.
Prior to her PhD, Shuo worked as a marketing and research executive at a leading marketing and communication company in China’s luxury industry.
Academic qualifications
- PhD, Durham University 2024
- MA, Goldsmiths, UoL 2018
Teaching and supervision
Research interests
Shuo’s research interest lies at the intersection of critical luxury studies and critical consumer research. Her primary interest is in exploring alternative understandings of luxury. This involves examining how the concept of luxury evolves to adapt to changes in external socio-cultural environments, particularly with the rising significance of sustainability, degrowth, and alternative hedonism. Shuo is also interested in post-consumerism, consumer liminality, interpretive research methods, and researcher-researched vulnerability.
Featured publications
2025:
Pessimistic luxury: An alternative discourse to conceptualize luxury
Luxury Studies: The In Pursuit of Luxury Journal
Publications and research outputs
Conference or Workshop Item
- At the Intersection of Ecology, Queer, and Feminism: A Digital Voyage of Female Queers’ Alternative Living Initiatives in China Feng, Shuo ORCID logo
Research projects
2024-2025:
Consumer Resistance Towards Capitalist Patriarchy: An Exploration of Female Queers’ Migration to Rural Communities in China
Funded the Academy of Marketing and the Marketing Trust
Conferences and talks
2025:
Consumer Resistance Towards Capitalist Patriarchy: An Exploration Of Female Queers’ Migration To Rural Communities In China
The Academy of Marketing Conference, Cork, Ireland
2025:
At the Intersection of Ecology, Queer, and Feminism: A Digital Voyage of Female Queers’ Alternative Living Initiatives in China
Consumer Culture Theory Conference, London, UK
2024:
In-Between Mainstream and Alternative: Consumers Lives in an Intentional Community
Consumer Culture Theory Conference, San Diego, US
2023:
“It’s a Luxury to Be Able to Be Home”: Rethinking Luxury in a Dystopian Pandemic
Consumer Culture Theory Conference, Lund, Sweden
2022:
The Transformation of Luxury in Post- Consumerism
EIASM 11th Interpretive Consumer Research Conference,Liverpool, UK