Beyond the Runway: Gardner-Webb Alumna Dr. Keira Moore Studies the Power of Fashion Choices

From a PhD in Consumer Behavior to a Consulting Agency for Small Businesses, Moore Explores the Psychology Behind Purchasing Decisions

BOILING SPRINGS, N.C.—Gardner-Webb alumna Dr. Keira Moore is passionate about clothes and fashion, but not in the way most people might think. Instead of pursuing a career in design, she has dedicated her career to studying the reasons why consumers choose their clothes and accessories. Her research is focused on the social psychology of dress and how brands capitalize on marketing strategies to connect with consumers.

A market research course in grad school sparked her interest in the topic. “I studied cultural appropriation and brand collaborations,” Moore explained. “The rabbit holes I would go down would truly be fascinating, and I knew I had to pursue a PhD after that course.”

She is employed as community lead with Vuori, an athletic company. Her responsibilities include managing all community-based events to build brand awareness. Moore spearheaded the launch of new retail location, managing 30+ staff and developing data-informed strategies to drive employee engagement to boost overall team cohesion/morale.

Moore is also the founder of a consulting agency, “The Third Piece,” that focuses on cultural and consumer insights for small and minority-owned businesses. Visit her website here. “My clients are in the Raleigh/Durham area and are within retail (apparel, beauty, accessories), hospitality, and fitness,” she elaborated. “My future plans include building my consulting brand that will allow me to continue being in community by providing services to these smaller brands and making my way into academia as a professor.”

Moore majored in marketing at Gardner-Webb and played on the volleyball team. After earning her bachelor’s degree in 2017, she was accepted into graduate school at N.C. State University (NCSU) in the Wilson College of Textiles. She also played volleyball at NCSU and received her master’s in brand management and marketing in 2019. She completed her PhD in consumer behavior and sociology from NCSU in 2025.

During her PhD journey, she became obsessed with knowing the driving forces that shape cultural and purchasing trends. After posing numerous topics and thinking about her own buying choices, she chose the topic of her dissertation: “‘I’m in my Bag’: An Exploration of Black-Owned Handbag Brands in the Context of Black Women’s Negotiation of Identity and Cultural Stereotypes.”

Moore noted, “My advisor, Dr. Delisia Matthews and I share a love for Black-owned handbags. Also, my mother was a bag lady and it rubbed off on me. From many conversations about our Black-owned handbags, it finally clicked.”

She interviewed 21 Black millennial women and explored how stereotypes, identity, and culture influenced their purchasing decisions. Her findings provide valuable insights that can drive marketing and branding strategies.

After finishing her doctorate, Moore received a Summer Study Abroad Award through the International Textile and Apparel Association in partnership with the University of Art-London. A prestigious opportunity, she studied at the London College of Fashion under renowned luxury fashion consultant and international best-selling author, Toby Meadows. She also conducted a case study on London-based, Black-owned handbag brand, Florian, with an objective to increase brand visibility.

Her interest in studying consumer emotions/behaviors and purchasing motivations is fueled by her own journey. Influenced by family from New York, her mother emphasized the value of looking your best. Beyond those early lessons in style, Moore was over 6-foot tall by the time she was a teenager. She made a decision then to embrace her height, stand tall, and express her individuality through fashion. “I thought that if I’m going to be the first person people see when walking into a room, I might as well look good while doing it,” she shared.

Moore’s family lived in Spartanburg, S.C., when she accepted the offer to play volleyball at Gardner-Webb. She found GWU after an internet search for Division I universities in the area. “It felt perfect—close to home, smaller, and had a good business program,” she related. “I reached out to the coaches, and they asked to come to one of my games. From there, the coaches had a really great game plan for me, which my high school coach talked me through. I committed on my first visit. It was close to home and the perfect size for a small-town girl who loves community and close-knit relationships.”

Two key mentors at GWU were Dr. Mischia Taylor, Godbold College of Business dean and assistant professor, and Beth Martin, former assistant volleyball coach. “They were really amazing women in my life, and I keep in touch with them both,” Moore acknowledged. “I hope they know how much of an impact they had on my career, athletically and academically, especially how to show up as myself in these spaces.”

While academics was a priority, Moore was thankful for the experience of competing at the collegiate level. “Not everyone gets that opportunity, and I am so grateful that I did,” she asserted. “Not only that, but people cared about my future. My coaching staff set me up for success, even with me going to N.C. State for my master’s. That was really my head coach’s doing because he saw great things for me and my future. I will never forget my experience at Gardner-Webb, because if it was not for that, who knows what my story would be!”

She concluded, “Gardner-Webb University will always hold a special place in my heart. The University that was nestled so close to my hometown; and the University that introduced me to higher education and where I met lifelong friends.”

Gardner-Webb University is North Carolina’s recognized leader in private, Christian higher education. A Carnegie-Classified Doctoral/Professional University, GWU is home to nine colleges and schools, more than 80 undergraduate and graduate majors, and a world-class faculty. Located on a beautiful 225-acre campus in Boiling Springs, N.C., Gardner-Webb prepares graduates to impact their chosen professions, equips them with the skills to advance the frontiers of knowledge, and inspires them to make a positive and lasting difference in the lives of others. Learn more at gardner-webb.edu.