WSA Staff Seminar Series: Eirini Bazaki Seminar

Abstract:

During the decision process of buying high involvement goods, consumers have to process a high amount of product information, among others design cues. This talk is about the evolution of the role of design in creative industries. The discussion will focus on the transition from brand-developed design to consumer co-created design. In particular, the talk will explore opportunities for co-creation in the luxury fashion industry. A conceptual framework will be presented drawing from my experience on brand extension literature to discuss opportunities for luxury fashion brands.

Biography:

Eirini teaches in the Fashion & Textiles department, on the Fashion Management and Fashion Marketing and Branding MA pathways and researches in the area of luxury fashion brand extensions.