Heejin An Lim, an assistant professor at the Department of Design and Merchandising at Colorado State University, is weaving topics such as the psychology of dress and ethics into her lessons with students. Her research focuses on the experiences of Asian and Asian American consumers in retail as well as brand storytelling.
Tell us a bit about yourself!
I am from South Korea and lived in Seoul most of my life. I studied at Ewha Womans University and earned a B.A. in international studies and an M.S. in fashion merchandising. At the University of Minnesota, I earned a Ph.D. in retailing and consumer studies. Outside of academia, I really love watching movies and documentaries. My favorite movie is The Goonies. I am always in awe of the power of storytelling and how writers can create stories that transport and immerse people into a different world. I take my son to movie theaters and read him books that I love with the hope that he will appreciate storytelling as well.
What brought you to Design and Merchandising at CSU?
The faculty members of the Department of Design and Merchandising genuinely care about social justice and sustainability. Everyone is driven by a purpose to improve the community and the industry. I am also looking forward to the research and teaching work we will do in the new merchandising lab, which is currently under construction.
What are your research and/or teaching interests, and how did you get interested in that topic?
My research encompasses two topics: the impact of discrimination in retail on consumers of color and effective brand storytelling strategies. These are closely related to my doctoral and master’s research. I was naturally drawn to these topics, and I knew I wanted to dedicate my life to conduct research, find solutions, and learn about them.
When it comes to research on racial discrimination in retail, I originally began looking at how cultural differences affect Asian and Asian American consumers, but soon realized that there was more to the psychology than simply culture. How the consumers were treated was affecting their emotions and behaviors in retail. There is a lack of research on the discrimination that Asian and Asian Americans face in retail, so I wanted to pursue the topic.
Through my research at CSU, I wish to make the retail space a safe environment for racially marginalized consumers. Moreover, I plan to explore strategies in which brands can strengthen their storytelling content.
What is your teaching philosophy?
My teaching involves discussion-based classes focused on issues such as consumer psychology, the social psychology of dress, and ethics. I enjoy engaging with this generation of students because they are confident in their individual power to drive change. To be able to help them explore and establish their thoughts on critical issues in the industry is an amazing opportunity. Also, it is very important to me that students feel welcomed, included, and have a sense of belonging in the classroom.
What is your favorite thing about CSU so far?
The people. I love how everyone is so warm and kind! Three hundred days of annual sunshine is also a plus.
The Department of Design and Merchandising is part of CSU’s College of Health and Human Sciences.
