Eirini Bazaki

Eirini Bazaki is a Lecturer at Winchester School of Art, University of Southampton, specializing in fashion marketing, e-tailing, and brand management. Her academic foundation includes a PhD in Marketing from University of Glasgow, MSc degrees from Glasgow and Aston Universities, and sociology training from Panteion University. As a Fellow of the UK Higher Education Academy and Oxford Saïd Business School graduate, she bridges academic rigor with industry practice.

Her research focuses on three interconnected domains:

• Fashion entrepreneurship and leadership dynamics
• Digital transformation in fashion retail (AR, chatbots, virtual fitting rooms)
• Curriculum development for enhancing student employability

Recent publications reveal a strong emphasis on AI applications in fashion supply chains, cross-cultural chatbot effectiveness, and post-pandemic retail restructuring. Her 2023 co-edited volume Reinventing Fashion Retailing synthesizes emerging digital paradigms.

Notable recognition includes the 2021 Vice-Chancellor's Award for Teaching Innovation and 2022 HEIF Research Stimulus funding. Her industry impact extends through brand consulting at Linzi Wann and co-founding Company@WSA, which integrates enterprise projects into academic curricula. Current PhD supervision focuses on design innovation, while teaching covers branding, digital marketing, and entrepreneurial skill development.