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Hong Yu - Ted Rogers School of Management. Toronto, ON, CA

Hong Yu Hong Yu

Associate Professor and Director | Ted Rogers School of Management

Toronto, ON, CANADA

Hong Yu is an expert in retail design, fashion marketing, and Western-Chinese business relationships.

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Biography

Dr. Hong Yu is an Associate Professor and Director of the Ted Rogers School of Retail Management. Prior to joining Ryerson in 2004, she was on faculty at Oklahoma State University. Since 2005, she has served as a Visiting Professor at universities in the Greater China Region. Dr. Yu has taught in Ryerson’s MBA program and supervises the Major Research Papers. She has completed 13 funded research projects and published 48 academic papers in peer reviewed international journals and conferences since 2001. She co-authored a paper that won “Best Paper Award” in Europe and was the lead-author of a visual merchandising program that received “Education Technology Award” in the U.S.

Dr. Yu was a Consumer Scientist at Maytag Appliances in the U.S. before entering the academic field. She has also served as a consultant for retail design and fashion companies on their visual merchandising, branding, and international expansion strategies.

Areas of Expertise (3)

Western-Chinese Business Relationships Retail Design Fashion Marketing

Social

Accomplishments (2)

Best Paper Award (professional)

The European Association of Education and Research in Commercial Distribution 2006 Conference, United Kingdom

Educational Technology Award (professional)

Oklahoma Extension Association of Family and Consumer Sciences for an educational program entitled “Visual Merchandising: The ‘Silent Salesperson’”, USA

Education (3)

Iowa State University, Ames, IA, USA: Ph.D.

Beijing Institute of Fashion Technology, P.R. China: M.Eng.

Tianjin Polytechnic University, P.R. China: B.Eng.

Affiliations (3)

  • American Collegiate Retailing Association, Member
  • Association of Consumer Research, Member
  • International Textile and Apparel Association, Member

Selected Media Appearances (3)

In Sears' shadow: Hudson's Bay CEO exit has investors nervous about department stores' future

Financial Post  

2017-10-23

Hong Yu, director at Ted Rogers School of Retail Management, said it’s rarely a good sign when a CEO steps down and predicts a shift in strategy is coming.

“HBC has done a good job in the last 10 to 15 years to reposition and transform the brand,” she said. “But in recent years, everybody has talked about the challenge from Amazon; there is competition from anywhere.”...

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International students add brainpower to research projects

The Toronto Star  

2015-08-13

As Baby Boomers age, are retailers serving them well? Ryerson University Professor Hong Yu fears many stores focus so much on young shoppers, they fail to consider the needs of the biggest, most lucrative market. It’s a dilemma Yu’s team is researching, and Chinese undergraduate Yuhong Duan has come to help through MITACS’s Globalink program.

“Nowadays the attention is often given to ‘millennials,’ and strategies have not been focusing on Baby Boomers or their parents, who are in their 70s and 80s,” said Yu, an associate professor in Ryerson’s Ted Rogers School of Retail Management...

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Making retail accessible for the blind

Phys Org  

2015-06-12

Hong Yu is interim director of the Ted Rogers School of Retail Management and Sandra Tullio-Pow is a professor in the School of Fashion. With a grant from the Ryerson Interdisciplinary Fund, the professors examined retail design and the needs of the visually impaired. The duo's work has been presented at a number of conferences and their paper, which also involved Ammar Akhtar, Retail Management '14, was published recently in the Journal of Retailing and Consumer Services...

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Selected Articles (5)

The effects of mall personality and fashion orientation on shopping value and mall patronage intension Journal of Retailing and Consumer Services

Osmud Rahman, Ken Kwong-Kay Wong, Hong Yu

2016

It is imperative for mall operators in China to gain insights into consumer shopping behaviours that will allow them to further develop their mall personalities, in order to better differentiate themselves from the competition. The overarching objective of the present study was two-fold: to increase our understanding about contemporary Chinese shoppers; and to examine the relationships among mall personality, fashion orientation, shopping value and mall patronage intention. This study presents the results of a research survey conducted in Wuhan, China. Partial Least Square Structural Equation Modeling (PLS SEM) was used to analyze the survey responses from 324 shopping mall patrons. The findings indicate that consumers' fashion orientation has a significant influence based on their perception of the shopping mall personality. The path model analysis revealed that consumers' perception of shopping value had the strongest effect on their shopping intentions at the mall.

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Retail design and the visually impaired: A needs assessment Journal of Retailing and Consumer Services

Hong Yu, Sandra Tullio-Pow, Ammar Akhtar

2015

This research explores the lived experience of consumers with visual impairment to better understand their everyday shopping challenges, gaps in retail design, and opportunities for improved service. Three focus group interviews were conducted with 17 informants. Data were audio-recorded, transcribed, and analyzed using QSR NVivo 8. Findings highlighted many challenges: mobility and getting into the store; judging quality; distinguishing colour; reading labels, store signage, and receipts; negotiating store lighting, merchandise layout, and fitting rooms; and interacting with sales associates. This paper identifies visually impaired shoppers' need for universal retail design, discusses implications, and provides recommendations to retailers and product, graphic, and interior designers.

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Fashion orientation, shopping mall environment, and patronage intentions: a study of female fashion shoppers Journal of Fashion Marketing and Management

Richard Michon, Jean-Charles Chebat, Hong Yu, Linda Lemarié

2015

The purpose of this paper is to explore female fashion shoppers’ perception and response to the mall environment. Specific objectives include a conceptual model of female fashion shoppers’ experience in a mall environment incorporating fashion orientation, store personality, shopping mall perception, shopping value, and patronage intentions.

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Challenges in Western-Chinese business relationships: the Chinese perspective Marketing Intelligence & Planning

Byoungho Jin, Hong Yu, Ji Hye Kang

2013

The purpose of this paper is to identify fundamental business practice differences that resulted from cultural differences between China and the West and to examine if traditional Chinese values and modern values coexist in the business context.

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Profiling Chinese fashion shoppers in Beijing: Mall activities, shopping outcome, and demographics Journal of Global Fashion Marketing

Hong Yu

2011

China’s burgeoning consumer market has drawn increased attention from the global business community. With the Chinese economy boasting an average growth rate of 9.9% per year since 1981, the country’s retail sales continue to gain momentum. In 2006, China’s retail revenue totalled about $860 billion-the seventh-largest market in the world-and this figure is projected to grow to $2.4 trillion by 2020 (Special Report: Ready for Warfare, 2006). The red-hot Chinese market has attracted global retailers and property developers who are keen to seize this unprecedented opportunity.

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