Dr Alessia Grassi

Profile

I hold a PhD in Fashion Marketing with a focus on brand experiences in the luxury fashion context. Before starting the PhD, I did a Master in International Fashion Management in Huddersfield School of Art, Design and Architecture. Prior to this, I did a Bachelor in Economics and Accountancy, and a Master in Business Consulting at the Università degli Studi di Brescia (Business School), in Italy, where I come from.

Before joining the University of Leeds School of Design as a Lecturer in Fashion Marketing, I was a Lecturer in Marketing at the University of Huddersfield Business School. 

My area of expertise is in brand experiences, consumer engagement, and marketing communications in the fashion industry.

Responsibilities

• Programme Leader BA Fashion Marketing
• WIT Lead School of Design
• Module Leader

Research interests

Main research interests:

• Strategic Branding and Brand Management;
• Luxury Fashion Brands;
• Brand Experiences;
• Strategic Marketing Communications;
• Consumer Engagement;
• Retailing.
• Artificial intelligence in the marketing context.

• Gamifying Urban Change: Willingness to Pay as Key to Citizen-Centred Approaches

Qualifications

• PhD - Fashion Marketing (University of Huddersfield)
• MA - International Fashion Management (University of Huddersfield)
• MSc - Business Consulting (Università degli Studi di Brescia)
• BSc - Economics and Accountancy (Università degli Studi di Brescia)

Professional memberships

• FHEA

Student education

I am the programme leader for BA Fashion Marketing. I contribute to a variety of modules within the BA in Fashion Marketing programme.

Current postgraduate researchers

• Wenshan Shi