My research interest surrounds luxury fashion brands. I explore transformative experiences in the fashion industry and in the areas of relationship marketing, consumer engagement, and brand experiences. Recently, I've started also to investigate the possible effects which Artificial Intelligence might have on some marketing aspects.
I joined the University of Huddersfield Business School in December 2018 as a lecturer in marketing. Prior to this, I completed my MA, and then PhD, at the School of Art, Design and Architecture of the same university. My PhD thesis explored the opportunity to exploit luxury fashion brands’ art foundations to provide transformative experiences.