Ashley Stevens Chenn

Ashley Stevens Chenn is a PhD Candidate at The Hong Kong Polytechnic University, where she researches consumer decision-making in the context of digital goods. Her work explores the emerging landscape of digital fashion, particularly how these goods are created and consumed within immersive environments such as gaming platforms and the metaverse. 

Ashley focuses on phygital goods—products that combine both physical and digital elements—and uses choice-based conjoint analysis to investigate the attributes that matter most to consumers in this novel asset class. Her research aims to inform the design of products that more closely align with consumer preferences, while also uncovering sustainable revenue opportunities and innovative business models for fashion brands. By shifting value creation away from traditional physical products, which often leads to overproduction, her work highlights how digital and hybrid fashion models can deliver innovation without contributing to environmental degradation.