Expert in textile and apparel industry applied research. Specialization include brand perceptions, consumer involvement and interests, online consumption behavior, and sustainability. Hye-Shin is committed to and enthusiastically supports the global agenda related to sustainability and the environment.

Published in journals including the Clothing and Textiles Research Journal, Journal of Global Fashion Marketing, Journal of Fashion Marketing and Management, International Journal of Electronic Marketing and Retailing, Behavior and Information Technology, and Journal of Brand Management.