Research with Reach
Dr. Testa approaches fashion as a complex creative ecosystem shaped by technology, culture, economics, sustainability, and consumer behavior.
Forecasting is both a research discipline and a strategic practice. Dr. Testa's research investigates how organizations identify emerging signals, interpret macro-environmental change, and translate research into meaningful innovation across fashion, retail, and the creative industries.
Current projects examine forecasting methodologies, consumer insight, artificial intelligence, and interdisciplinary approaches to understanding future change.
Dr. Testa developed the SMACKES research frameworks that strengthen forecasting as a scholarly and applied discipline.
Signature Contributions
SMACKES™ Research Methodology
ASU FIDM, The Forecast Lab
Retail systems are continually evolving in response to changing consumer expectations, emerging technologies, and broader cultural, economic, and societal shifts. Dr. Testa's research examines how these converging forces reshape the future of fashion, retail, and the creative industries through evolving consumer experiences, retail formats, and business models.
Current projects examine experiential commerce, artificial intelligence, digital transformation, omnichannel strategy, consumer behavior, and the evolution of physical, digital, and phygital retail environments to identify the next generation of consumer interaction.
Dr. Testa develops conceptual frameworks—including The Phygital Economy and Small Concept Luxury Department Stores (SCLD)—that advance understanding of how retail systems evolve, how organizations create new forms of consumer value, and how emerging retail models respond to changing consumer expectations.
Signature Contributions
The Phygital Economy
Small Concept Luxury Department Stores (SCLD)
Organizations operate in environments of continual change where effective decision-making, collaboration, and strategic adaptation are essential to long-term success. Dr. Testa's research investigates how organizations anticipate, interpret, and respond to change through leadership, executive decision-making, product lifecycle management, and cross-functional collaboration across fashion, retail, and the creative industries.
Current projects examine executive decision-making, organizational adaptation, employee strategic agency, cross-functional product teams, and the organizational systems that translate strategy into innovation and performance.
Dr. Testa develops conceptual frameworks—including the Fashion Retail Decision-Making Model, Decision Architecture, and the Strategic Change–Agency–Performance (SCAP) Framework—that advance understanding of how organizations coordinate expertise, distribute decision authority, and build adaptive capabilities in rapidly changing environments.
Signature Contributions
Strategic Change Agency Performance (SCAP) Framework
Executive Decision-Making
Decision Architecture
Consumer engagement is shaped by the ways organizations communicate, build relationships, and create value through brands, products, and digital experiences. Dr. Testa's research examines how consumers engage with sustainability, social media, retail experiences, and brand communications to better understand the evolving relationship between organizations and consumers across fashion, retail, and the creative industries.
Current projects examine sustainability communication, consumer-brand relationships, social media engagement, digital marketing, omnichannel consumer behavior, and the role of emerging technologies in shaping consumer interaction and brand engagement.
Dr. Testa develops evidence-based research advances understanding of how organizations communicate sustainability, engage consumers across digital platforms, and build authentic, long-term consumer relationships in an increasingly connected marketplace.
Signature Contributions
Sustainable Engagement on Social Media (Emerald Literati Award Recepient)
Fashion education must continually evolve to prepare students for rapidly changing industries shaped by technological innovation, shifting consumer expectations, and new organizational practices. Dr. Testa's research examines how forecasting, experiential learning, interdisciplinary collaboration, and industry partnerships can transform fashion education to better prepare future professionals across fashion, retail, and the creative industries.
Current projects examine forecasting pedagogy, curriculum innovation, career preparation, industry-integrated learning, experiential education, and educational models that bridge academic research with professional practice.
Dr. Testa develops educational frameworks and learning experiences—including The Forecast Lab, FSF University, and continually advancing pedagogical research—that advance forecasting education, strengthen industry collaboration, and prepare students to navigate and lead organizational change.
Signature Contributions
Forecasting Pedagogy
Fashion Scholarship Fund, FSF University