We are dedicated to bridging the gap between academia and the fashion industry by executing interdisciplinary projects in phygital fashion and immersive technologies. Phygital integrates technology to merge the digital and physical worlds, providing users with unique, interactive experiences. Our research group explores emerging immersive technologies to interlink the phygital and digital realms across product, production and retail.
Scholarly research on immersive spaces is expanding, yet empirical studies, particularly in fashion and customer experiences, remain limited. This project advances the field by examining fashion metaverses, customer experiences, and the purchase journey. Key contributions include a paper presentation at the IFFTI 2024 Conference (EWHA University, Seoul), and publications in Psychology & Marketing on immersive spaces in customer experience and in the International Journal of Retail & Distribution Management on metaverse retailing and the customer journey.
Dr Bethan Alexander (London College of Fashion, UAL)
Dr Marta Blazquez (University of Manchester)
Dr Courtney Chrimes (University of Manchester)
Dr Rosy Boardman (University of Manchester)
This project explores the rapidly evolving landscape of digital fashion. An Op-Ed in The Interline, “Fashion’s Swiss Army Knife: Making Your Digital Assets Work Harder,” clarifies the complex and often conflicting academic and industry perspectives, offering a clearer framework for understanding digital fashion’s potential. A second initiative, aimed at fashion scholars, proposes a unified definition of digital fashion and a research agenda to guide future empirical studies and support its continued evolution.
Karinna Grant (educator, innovator and entrepreneur)Dr Bethan Alexander (London College of Fashion, UAL)
This research examines the evolving role of physical retail spaces and their impact on customer experience (CX). Building on existing retail CX literature, it explores the effects of rapid change on physical stores and the future of CX management in integrated physical-digital fashion retail. Through qualitative exploratory research with industry experts via semi-structured interviews, the study uncovers key insights on phygital retail and CX evolution. It also introduces the Experiential Retail Territories (ERT) framework, offering a new perspective on the future of fashion retailing.
Rosemary Varley (London College of fashion, UAL)
As digital fashion (DF) and immersive technologies (IT) evolve, retailers seek innovative ways to enhance user experiences. However, existing research remains fragmented, lacking an integrated approach to IT stimuli, user responses, methodological innovation, and contextual breadth. This collaborative research project addresses these gaps using the Stimulus-Organism-Response model to examine factors shaping Generation Z’s interactions, responses, and experiential outcomes across various DF and IT applications. Conducted in partnership with LCF’s Fashion Innovation Agency and M-XR, a leader in 3D scanning for digital fabrics, the study utilised bespoke digital assets and environments to explore these dynamics.
Dr Bethan Alexander (London College of Fashion, UAL)Dr Nina Van Volkinburg (London College of Fashion, UAL)
This Research and Knowledge Exchange collaborative project between London College of Fashion and Winchester School of Art, culminated in a workshop to explore Digital fashion in practice with various stakeholders including academics and practitioners researching and working in the field of digital fashion. Four key topics were discussed: producing digital fashion, using digital fashion, engaging audiences and educating for the future. Outcomes from this interaction will lead to a provocation paper and research agenda to inform future projects.
Dr Nina Van Volkinburg
Dr Nina Van Volkinburg (London College of Fashion, UAL)
Alice Janssens (University of Southampton)
Dr Bethan Alexander’s research interest on places and spaces that people experience including online, offline and phygitally, converge in the publication of her first book, ‘Customer Experience in Fashion Retailing: Merging Theory and Practice’. Merging three core perspectives – academic, creative agency and retailer - the book takes a chronological approach to tracing the evolution of customer experience from the physical store, to omnichannel through channel convergence to consider the future of fashion retailing and customer experience. Beginning with the theoretical perspective, customer experience evolution in a fashion retail context is traced, considering the definition of customer experience, physical retail, the digitalisation of customer experience, omni-channel retail, in-store technologies and envisioning future retail CX.
Dr Bethan Alexander
This collaborative project brought together academics from various UK Universities to conceive and develop a workshop on technologies and marketing that was facilitated at the Academy of Marketing Conference in 2023. Networks were established and cultivated to pave the way for progressive research in this dynamic field.
Dr Chrysostomos Apostolidis (Durham University)
Dr Marta Blazquez Cano (University of Manchester)
Dr Abdul Jabbar (Leicester University)
Dr Nora Alomar (Durham University)
Dr. Rosy Boardman (University of Manchester)
Dr Courtney Chrimes (Manchester Metropolitan University)