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Publications

Alexander, B. (1999) ‘Youth Sports Branding in the European Marketplace – A Market Review’, Journal of Fashion Marketing and Management: An International Journal, ISSN 1361-2026.

Alexander, B. and Olivares Alvarado, D. (2014) ‘Blurring of the channel boundaries: The impact of advanced technologies in the physical fashion store on consumer experience’, International Journal of Advanced Information Science and Technology, 30(30), pp. 29–42. ISSN 2319-2682.

Alexander, B. and Nobbs, K. (2016) ‘Multi-sensory fashion retail experiences: the impact of sound, smell, sight and touch on consumer-based brand equity’, in Vecchi, A. and Buckley, C. (eds.) Handbook of Research on Global Fashion Management and Merchandising. IGI Global, pp. 420–443. ISBN 9781522501107.

Alexander, B. and Ortega-Contreras, L. (2016) ‘Inter-industry creative collaborations incorporating luxury fashion brands’, Journal of Fashion Marketing and Management, 20(3), pp. 254–275. https://doi.org/10.1108/JFMM-09-2015-0075

Alexander, B. and Bain, J.K. (2016) ‘Small store design and marketing effects: Experiential developments in SME fashion pop-up store strategies’, in McIntyre, C., Melewar, T.C. and Dennis, C. (eds.) Multi-Channel Marketing, Branding and Retail Design. Emerald Publishing, pp. 163–192. ISBN 9781786354563.

Alexander, B. and Kent, A. (2017) ‘Retail Environments’, in Petermans, A. and Kent, A. (eds.) Retail Design. Routledge Publishing, pp. 62–86. ISBN 9781472467836.

Alexander, B. and Olivares Alvarado, D. (2017) ‘Convergence of physical and virtual retail spaces: the influence of technology on consumer in-store experience’, in Vecchi, A. (ed.) The Book of Advanced Fashion Technology and Operations Management. IGI Global. doi:10.4018/978-1-5225-1865-5.ch008, pp. 191–219.

Alexander, B., Nobbs, K. and Varley, R. (2018) ‘The growing permanence of pop-up outlets within the international location strategies of fashion retailers’, International Journal of Retail and Distribution Management, 46(5), pp. 487–506.  https://doi.org/10.1108/IJRDM-09-2017-0217.

Watson, A., Alexander, B. and Salavati, L. (2018) ‘The impact of experiential augmented reality applications on fashion purchase intention’, International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-06-2017-0117.

Alexander, B. and Blazquez Cano, M. (2019) ‘Futurising the physical store in the omnichannel retail environment’, in Piotrowicz, W. and Cuthbertson, R. (eds.) Exploring Omnichannel Retailing: Common expectations and diverse realities. Springer Press. ISBN 978-3-319-98272-4.

Alexander, B. (2019) ‘Commerce, culture and experience convergence: fashion’s third places’, Journal of Services Marketing, 33(3), pp. 257–272. https://doi.org/10.1108/JSM-04-2018-0116.

Blazquez Cano, M., Alexander, B., Henninger, C.E. and Franquesa, C. (2019) ‘Consumers’ intentions towards sustainability: A Spanish fast-fashion perspective’, Journal of Fashion Practice. https://doi.org/10.1080/17569370.2019.1669326.

Alexander, B. and Blazquez Cano, M. (2019) ‘Store of the future: towards a (re)invention and (re)imagination of physical store space in an omnichannel context’, Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.101913.

Boardman, R., Haschka, Y., Chrimes, C. and Alexander, B. (2020) ‘Fashion “See-now-buy-now”: Implications And Process Adaptations’, Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-08-2019-0180.

Blazquez, M., Alexander, B. and Fung, K. (2020) ‘Exploring Millennials’ Perceptions towards Luxury Fashion Wearable Technology’, Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-09-2019-0200.

Alexander, B. and Kent, A. (2021) ‘Tracking technology diffusion in-store: a fashion retail perspective’, International Journal of Retail & Distribution Management, 49(10), pp. 1369–1390. https://doi.org/10.1108/IJRDM-05-2020-0191.

Alexander, B. and Kent, A. (2022) ‘Change in technology-enabled omnichannel customer experiences in-store’, Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2020.102338.

Alexander, B. (2022) Fashion’s experiential convergence: Reconceptualising the physical store within omnichannel retailing as Experiential Retail Territories. PhD thesis. Manchester Metropolitan University.

Alexander, B. and Bellandi, N. (2022) ‘Limited or limitless? Exploring the potential of NFTs on value creation in luxury fashion’, Journal of Fashion Practice. https://doi.org/10.1080/17569370.2022.2129468.

Alexander, B. and Rutter, C. (2022) ‘Towards Transformation: Digitalization, Sustainability and Customer Experience’, Journal of Fashion Practice. https://doi.org/10.1080/17569370.2022.2129468.

Ling, H.L. and Alexander, B. (2023) ‘Exploring the role of experiential characteristics in fashion retail pop-ups on retail experience of UK Millennial consumers’, in Brandstrup, M. et al. (eds.) The Garments Economy. Springer, pp. [page numbers]. ISBN 978-3-031-33301-9.

Shin, J. and Alexander, B. (2023) ‘Broadening the Conversation on Inclusive Retailing: An Exploratory Study on the Fashion In-Store Retail Experience of Parents with Autistic Children’, in Ritch, E.L., Canning, C. and McColl, J. (eds.) Pioneering new perspectives in the Fashion Industry: Disruption, diversity and sustainable innovation. Emerald Publishing Ltd. ISBN 978-1803823485.

Alexander, B. (2024) Customer Experience in Fashion Retail: Merging Theory and Practice. Routledge. ISBN 9781032453002.

Junestrand, L., Alexander, B. and Sheldon, F. (2024) ‘Towards Transformative Sustainable Fashion Education: The Fashion Business School’s Approach’, in Cantista, I. et al. (eds.) Fashion for the Common Good. GFC 2023. Palgrave Macmillan. https://doi.org/10.1007/978-3-031-50252-1_12.

Alexander, B. and Varley, R. (2024) ‘Managing routes to fashion markets’ and ‘Managing fashion place and space’, in Varley, R. et al. (2024) Fashion Management: A Strategic Approach, 2nd ed. Bloomsbury Publishing Inc. ISBN 97813500340565.

Alexander, B., Blazcano, M., Chrimes, C. and Broadman, R. (2024) ‘The Role of Immersive Spaces on the Customer Experience: An Exploration of Fashion Metaverses’, Psychology and Marketing, 42(2), pp. 539–553. https://doi.org/10.1002/mar.22140.

Alexander, B. and Varley, R. (2025) ‘Retail futures: Customer experience, Phygital retailing, and the Experiential Retail Territories perspective’, Journal of Retailing & Consumer Services, 82, 104108. https://doi.org/10.1016/j.jretconser.2024.104108.

Grant, K. and Alexander, B. (2024) ‘Fashion’s Swiss Army Knife: Making Your Digital Assets Work Harder’, in The DPC Report 2024, The Interline. https://www.theinterline.com/The-Interline-DPC-Report-2024-shareable.pdf.

Alexander, B. and Trigoni, M. (2025) ‘Leveraging project-based learning into University teaching practice in order to tackle real world problems’ and ‘The Value of Fieldwork’, in Kitchener, M. A Field Guide to Working in Higher Education: Transitioning from Professional Practice to Academia. Routledge. ISBN 9781032482316.

Butling, B., Alexander, B. and Varley, R. (2025) ‘The Phenomenon of Restorative Retail Experiences in UK fashion retail servicescapes’, in Alexander, B. et al. (eds.) The Future of Retail and Service Design: Sustainable, Phygital and Community. Routledge. ISBN 9781032830162.

Javorik, A. et al. (2025) ‘The Virtual You: Exploring Mental Well-being Through Online Representations’, University of Bristol Publication. https://www.bristol.ac.uk/media-library/sites/business-school/documents/the-virtual-you-report-2025.pdf

Alexander, B., Blazquez Cano, M. and Chrimes, C. (2025) ‘Metaverse Retailing (MVR) and the Customer Experience Journey: A case study approach’, International Journal of Retailing & Distribution Management, ahead-of-print. https://doi.org/10.1108/IJRDM-08-2024-0439.

Elizaga, R., Alexander, B. and Sadaba, T. (2025) ‘Communicating sustainability to children through retail third places’, Management Decision, ahead-of-print. https://doi.org/10.1108/MD-03-2024-0651.

Case studies

Alexander, B. (2018) John Smedley: Transforming a British luxury family business. Bloomsbury Fashion Business Cases. London: Bloomsbury Publishing Inc.

Alexander, B. and Trigoni, M. (2019) Sensory brand experience the Aesop way. Bloomsbury Fashion Business Cases. London: Bloomsbury Publishing Inc.

Trigoni, M. and Alexander, B. (2019) Arket: How can a sustainable approach be consistently communicated online and offline in order to gain competitive advantage? Bloomsbury Fashion Business Cases. London: Bloomsbury Publishing Inc.

Alexander, B. and Bardey, A. (2020) Moving from the UK to China: The case of M&S. Bloomsbury Fashion Business Cases. London: Bloomsbury Publishing Inc.

Alexander, B. and Trigoni, M. (2020) Plastic fantastic? Melissa’s sustainability challenge. Bloomsbury Fashion Business Cases. London: Bloomsbury Publishing Inc.

Parker, G.-L. and Alexander, B. (2021) Digital-only retail: Assessing the necessity of an ASOS physical store within omnichannel retailing to drive brand equity. Bloomsbury Fashion Business Cases. London: Bloomsbury Publishing Inc.

Thompson, H.R. and Alexander, B. (2021) The old and the new: Using brand extensions to garner modern appeal at Barbour. Bloomsbury Fashion Business Cases. London: Bloomsbury Publishing Inc.

Butling, B. and Alexander, B. (2023) Moncler Genius Strategy: Assessing the risks (and rewards) associated with co-branding. Bloomsbury Fashion Business Cases. London: Bloomsbury Publishing Inc.

Elliot, J. and Alexander, B. (2024) Diane von Furstenberg: A heritage brand battling decline in the premium womenswear market. Bloomsbury Fashion Business Cases. London: Bloomsbury Publishing Inc.

Alexander, B. and Heyd, B. (2014) ‘Sound branding within fashion retail and its effects on consumer-based brand equity’, Reflections – International Conference on Fashion, Retail and Management, Hyderabad, India. Available at: http://www.nift.ac.in/hyderabad/Reflections.html

Alexander, B. and Alburquerque, O. (2014) ‘Theatricality v. simplicity: The impact of fashion window displays on consumers’ affective response’, 2nd International Colloquium on Design, Branding and Marketing, Nottingham Trent University, UK.

Alexander, B. and Bain, J. (2014) ‘An exploration of fashion SMEs and experiential retailing: The development of a pop-up store strategy’, Global Fashion Conference, University College Ghent, Belgium.

Alexander, B., Olivares Alvarado, D. and Nobbs, K. (2014) ‘Online–offline integrated shopping experience: An exploration of effective implementations of technologies in the physical store environment’, Oxford Retail Futures Conference, Saïd Business School, University of Oxford, UK. Available at: http://www.sbs.ox.ac.uk/

Alexander, B. (2016) ‘Retail as social experiences: Fashion third places from traditional to the virtual’, ACRA Annual Retailing Conference, Secaucus, New Jersey/New York, US. Available at: http://www.acraretail.org/

Alexander, B. (2016) ‘Commerce, culture and experience convergence: Fashion’s third places’, Global Marketing Conference, Hong Kong. Available at: http://www.gammaconference.org/

Alexander, B. and Blazquez, M. (2016) ‘Store of the future: (Re)invention, (re)imagination and (re)evolution?’, 3rd International Colloquium on Design, Branding and Marketing, Bournemouth University. Available at: https://www.evensi.uk/

Blazquez Cano, M., Alexander, B., Henninger, C.E. and Franquesa, C. (2018) ‘Consumers’ intentions towards sustainability: An analysis of the Spanish fast fashion industry’, Global Fashion Conference, London. ISBN 978-989-54263-0-0.

Roncha, A. and Alexander, B. (2018) ‘A modern take on heritage: An omnitemporal focus on fashion luxury brands leveraging heritage and country of origin to command a competitive edge’, BAM2018 Conference, 4–6 September 2018.

Alexander, B. and Mirsini, T. (2018) ‘Conjoint creative retail spaces: Project-based learning in practice’, ICBDM 2018, December. ISBN 9789089130693.

Blazquez Cano, M., Alexander, B. and Wirasto, A.A. (2019) ‘Luxury fashion perceptions: The Indonesian perspective’, Global Fashion Management Conference, ESCP Europe, Paris, France, 11–14 July.

Watson, A., Alexander, B. and Salavati, L. (2019) ‘The impact of experiential augmented reality applications on fashion purchase intention’, 5th International AR & VR Conference, Universität München, 12–14 June.

Roncha, A. and Alexander, B. (2019) ‘A modern take on heritage’, EURAM 2019, Lisbon, 26–28 June.

Alexander, B. (2019) ‘Mentorship melding: Piloting a postgraduate mentoring network’, Teaching & Learning Conference, Advance HE, Northumberland, 2–3 July.

Alexander, B. (2020) ‘Mentorship melding: Pioneering a postgraduate mentoring network – outcomes and experiences’, Festival of Learning, Teaching and Student Experience, Chartered ABS, 14–18 September.

Alexander, B. and Radclyffe-Thomas, N. (2021) ‘Between problems and solutions: Fashion education for social conscience’, The Digital Monologue, 1–2 October.

Alexander, B. and Bellandi, N. (2021) ‘Limited or limitless? Exploring the potential of blockchain NFTs on value creation in luxury fashion’, Fashion Marketing & Consumption Colloquium, November.

Quartier, K., Alexander, B., Zakkiya, K., Murialdo, F. and Munster, M. (eds.) (2023) Designing Retail and Services Futures Colloquium, London College of Fashion, 30–31 March. ISBN 9789464772913.

Alexander, B. and Warnaby, G. (2023) ‘Territorialising retail: Towards an alternative spatiality’, 8th Colloquium on European Research in Retailing, ISBN 978-1-86137-678-7.

Alexander, B. and Thompson, H.R. (2024) ‘Customer-centric luxury fashion store experiences: A case study approach’, DRS2024, Boston, 23–28 June. Available at: https://doi.org/10.21606/drs.2024.237

Alexander, B. (2024) ‘Exploring meta-experiences: A case study of Metaverse Fashion Week’, IFFTI2024, EWHA Women’s University, Seoul, 22–26 April. Available at: https://iffti.org/downloads/iffti-publication/annual-proceedings/proceedings-2024/PDF-190-196.pdf

Junestrand, L. and Alexander, B. (2024) ‘Not if it touches my skin! Uncovering stigmas towards the consumption of previously worn clothes’, IFFTI2024, EWHA Women’s University, Seoul, 22–26 April. Available at: https://iffti.org/downloads/iffti-publication/annual-proceedings/proceedings-2024/PDF-98-105.pdf

Radclyffe-Thomas, N. and Alexander, B. (2025) ‘Fashion business education for social change: Creating impact through case teaching and Lego® Serious Play®’, IFFTI2025, London College of Fashion, 24–28 March.

Junestrand, L. and Alexander, B. (2025) ‘The tri-dimensional role of secondhand clothing consumption in circular systems: A conceptual framework’, SCORAI Conference, Lund, 8–10 April. Available at: https://www.scorai2025.event.lu.se/scorai-europe-conference-2025

Conferences

Reviewer

  • Journal of Business Research, Elsevier

  • Journal of Retailing and Consumer Services, Elsevier

  • International Journal of Retail and Distribution Management, Emerald

  • Journal of Services Marketing, Emerald

  • Journal of Fashion Marketing and Management, Emerald

  • Journal of Fashion Practice, Taylor & Francis

  • Academy of Marketing

  • British Academy of Management

  • European Academy of Management

  • International Foundation of Fashion Technology Institutes (IFFTI)

  • Global Fashion Conference

  • Fashion Marketing Consumption & Discourse (SIG, AoM)

  • Designing Retail & Service Futures (SIG, DRS)

  • International Colloquium of Design, Branding and Marketing 

  • Routledge: ‘Fashion Buying and Merchandising in the 21st Century’

  • Routledge: ‘The Fashion Business 2030: Reshaping the future through sustainability and responsible innovation’

Conference organisation

Alexander, B. and Chong Kwan, S. (2015) ‘Fashion and the senses’, Fashion and the Senses Symposium, London College of Fashion, University of the Arts London.

Academy of Marketing (2018) Fashion Marketing, Consumption and Discourse (SIG) Colloquium: Curious Fashion Endeavours – Current and Future Trends, Developments and Challenges, Regents University London, June.

Academy of Marketing (2021) Fashion Marketing, Consumption and Discourse (SIG) Colloquium: Rebellion, Riots and Revolution – Is Fashion in Turmoil?, Online, November.

Design Research Society (DRS) (2023) Designing Retail and Service Futures Colloquium: Reimagining the Future for Retail and Service Design Theory and Practice. London College of Fashion, University of the Arts London, 30–31 March. Organising committee and host institution.

Design Research Society (DRS) (2024) DRS2024: Designing Retail and Service Futures SIG, Boston, USA. Track co-chair. Available at: https://www.drs2024.org

Research leadership

  • Visiting Professor, Politecnico di Milano and ISEM, Madrid.

  • Doctoral (PhD) supervisor

  • Supervising +400 students to successful thesis Masters of Arts

  • Fostering network of research collaborators globally

  • Driving the integration of postgraduate students into the research community through the founding of the Fashion Retail Research Group (FRRG) and co-producing the Next Generation Assembly in collaboration with Politecnico di Milano

  • Mentoring and coaching early career researchers in academic research with Getting Published and Case Writing workshops

  • Co-chair and organisation of academic conferences and workshops

  • Organising and Scientific Committee, Designing Retail & Services Futures SIG, Design Research Society

  • Regional Editor Bloomsbury Fashion Business Cases, Bloomsbury Publishing

  • Guest Editor, Journal of Fashion Practice, International Journal of Sustainable Fashion & Textiles.

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