Challenge 4: Reimagining the consumer and retail experience

A marked shift in consumer demand has opened the door to the fashion experience economy. Consumer engagement for fashion, textile and technology (FTT) businesses now entails a complex mix of providing compelling experiences and convenience, further complicated by the collision of physical and virtual retail environments.

Advances in technology offer greater opportunity for integration and complementarity between the high street and online channels.

For SMEs, online retail provides immediate access to international markets without any physical presence, but evidence suggests that physical retail space also offers good returns for small firms.

Retail interventions such as pop-ups and short-run exhibitions represent valuable experiences for consumers, and have the potential to launch smaller brands.

Technology has accelerated rapidly over the past two decades, with the power of consumer data and visualisation capabilities yet to reach fashion businesses in a wholescale manner.


Prof Jane Harris


As the BFTT Partnership Deputy Director, Jane draws upon over 20 years experience in transdisciplinary research, with a background in textile design and extensive experience of computer graphic imaging. Jane devised novel approaches to the digital representation of dress and textiles,with a track record of leading collaborative industry and academic research and development initiatives, involving a wide range of creative industry practitioners. Jane’s experience includes board-level representation in sector-leading organisations such as the Victoria & Albert Museum and advisory roles for the EU, EPSRC, AHRC and Arts Foundation. Core skills and competences include: Computer graphic imaging for fashion and textiles Design research in digital cultures Knowledge Transfer Partnership development. She is currently Director of Research and Innovation (Stratford) and Professor of Digital Design & Innovation at University of the Arts London.



Dino Dinoulis

Postdoctoral Research Fellow

Mark (Dino) Dinoulis was involved in some of the early pioneering research into machine learning whilst studying Computer Science at Manchester University during the 80s. He then went on to build a career within the Fin Tech industry, managing the development of Investment Banking Financial Risk Management Systems before deciding to move his career in a more creative direction, completing an MA Fashion Photography degree at UAL where he used leading edge technologies and machine learning to create captivating visual works within the domain of fashion, costume and performance. Dino’s work on the BFTT programme, focusses on the application of Deep Generative Learning models as an enabler of sustainable fashion. He is currently investigating the use of Generative models in the reconstruction of 3D human body shape and form and for the real-time photorealistic rendering of fabric and garments. Core skills and competencies

  • Machine learning
  • Augmented reality
  • Fashion photography
  • Project management
Dr Adam Drazin image

Dr Adam Drazin

Senior Researcher

Adam Drazin is an anthropology lecturer at UCL (University College London), where he coordinates the MA in Material and Visual Culture and teaches design anthropology. His work has been published in books and journals including Ethnos, Social Anthropology and the Journal of Design History.  He is co-editor of the journal Home Cultures and recently edited, with Susanne Küchler (2015), the volume The Social Life of Materials, about anthropological and ethnographic approaches to materials and materials innovation.  His forthcoming book on Design and Anthropology will be published by Routledge.

  • Design Anthropology
  • Material Culture
  • Ethnography



Industry Partners