Research

Dr. Hyllegard


Dr. Karen H. Hyllegard is the Department Head for Design and Merchandising and Professor in the Apparel and Merchandising Program.

Her research interests include advertising and promotion, international marketing and retailing, and socially-responsible business practices related to apparel marketing and retailing.

She has published research exploring consumer response to sustainability in retail store design, environmentally-friendly and fair labor marketing claims, and cause-related marketing.


In 2015, Dr. Hyllegard and colleagues received a grant from the American Honda Foundation to fund the development of Fashion FUNdamentals: STEM enrichment program for girls. Dr. Hyllegard and her colleagues have continued to be funded for this Summer program by the State Farm Neighborhood Assist Grant (2017) and are excited to offer this program for a the fourth consecutive year.

Dr. Hyllegard received the Vice President for Research Bright Spot Award in 2013, and the Emerald Citations of Excellence Award for her winning paper in 2015.

She is a member of the International Textile and Apparel Association and a Fellow of the Center for Retailing, University of South Carolina.