Garim Lee is an Assistant Professor in Merchandising, focusing on digital consumer behavior, AI-assisted retail technology, personalized advertising, and online communications. With her experience in teaching fashion consumer behavior, retail analytics, digital promotions, and media planning, she teaches digital merchandising. As an educator, she pursues rich and interactive communications in class to stimulate creative, logical, and analytical ways of thinking. Her research projects explore the way consumers perceive AI-designed products and the ethical aspects of consumer decision-making when facing new AI technologies; she aims to understand the psychological mechanisms of how consumers respond to retail technologies using advanced methodological approaches to propose how to apply them to businesses. Her scholarships were recognized with awards such as the Paper of Distinction Award at the 2020 International Textile and Apparel Association Conference and the Ovative Leadership & Diversity Award.
