Dr Courtney Chrimes

Lecturer (Fashion Digital Media)

Dr Courtney Chrimes

Lecturer (Fashion Digital Media)

Email: c.chrimes@mmu.ac.uk

Telephone: 0161 247 2000

Academic and professional qualifications

I was awarded my EPSRC DTA Funded PhD in 2021 from The University of Manchester, which investigates how fashion product page design affects garment fit appraisals online through a mixed-methods enquiry. I have a BSc (Hons) in Fashion Buying & Merchandising (1st Class) from The University of Manchester. I am an Associate Fellow of the Higher Education Academy. 

Previous Employment

Whilst undertaking my PhD, I previously worked at The University of Manchester as a Graduate Teaching Assistant and Guest Lecturer in Fashion Marketing, Fashion Retailing and Fashion Buying and Merchandising. I have worked in several retail establishments and it was during my time at Arcadia as a Visual Merchandiser that my interest in retail store design, product presentation and promotion became apparent. Specifically, being a Visual Merchandiser highlighted that the predominant reason for online product returns was inaccurate fit, which provided me with the impetus to undertake PhD research into ameliorating garment fit provision online.

Academic service (administration and management)

I am L5 Year Manager for Fashion Promotion. Thus, I support the work of the Programme Leader and Senior Personal Tutor in delivering the programme level objectives and KPIs, with emphasis on these KPIs at year level; deputising for the Programme Leader when required. I offer pastoral support to all students to enhance their learning experiences. 

Undergraduate teaching

As Lecturer in Digital Media (Fashion), I teach on several Undergraduate Fashion Promotion and Fashion Art Direction units including: 

Fashion Promotion 

Fashion Business Context 1 (L4)

Visual Communication 1 (L4)

Visual Communication 2 (L5) 

Visual Practice 1 (L6) 

Visual Practice 2a and 2b (L6) 

Art Direction 

Scoping (L4)

Anticipating (L5) 

Prizes and awards

'Manchester Met Staff Awards 2021' Nominee, Manchester Fashion Institute 2021

Awarded ‘The Associate Fellowship of Higher Education Academy (AFHEA)’, Faculty of Science and Engineering, The University of Manchester 2020

‘Best Overall Poster’, The University of Manchester Postgraduate Conference 2019

‘Best Young Research Paper’, The IFFTI Conference 2019 Awarded a bursary to attend The IFFTI Conference 2019

‘Best Graduate Teaching Assistant of the Year’ Nominee, Faculty of Science and Engineering, The University of Manchester 2019

‘Runner-up Best Paper’, The Academy of Marketing Doctoral Colloquium 2018

Awarded a bursary to attend The Academy of Marketing Doctoral Colloquium 2018


Research Interests

My research primarily focuses on online website design, digital marketing, consumer behaviour, garment fit provisions, s-commerce and digital innovation, utilising a combination of both qualitative and quantitative methods of enquiry. In particular, I am incredibly interested in how digital methods, such as body scanning, AR and eye-tracking, can help to support business development. My previous industry experience as a Fashion Merchandiser has helped to keep my teaching applicable to practitioners and enabled me to offer managerial insights throughout my research.

I have published academic papers in prestigious peer-reviewed journals such as the Journal of Fashion Marketing and Management: An International Journal and have contributed to several published book chapters as a first-named author and co-author. I regularly attend academic conferences where I have been awarded several coveted prizes including, The Initiative Award for Best Young Research Paper at the International Foundation of Fashion Technology (IFFTI) Conference, Runner-up Best Research Paper at The Academy of Marketing Doctoral Colloquium and Prize Winner of The Poster Competition at The University of Manchester’s Postgraduate Research Conference.


2017 - Awarded DTA funding from EPSRC to undertake a PhD at The University of Manchester. 

Book Chapters

Reid, LF., Vignali, G., Barker, K., Chrimes, C., Vieira, R., 2020. 'Three-Dimensional Body Scanning in Sustainable Product Development: An Exploration of the Use of Body Scanning in the Production and Consumption of Female Apparel'. In Technology-Driven Sustainability, pp. 173-194, Springer International Publishing.

Chrimes, C., Boardman, R., Henninger, CE., 2019. 'The challenges and future opportunities of social commerce'. In Social Commerce: Consumer Behaviour in Online Environments, pp. 225-272.

Chrimes, C., Boardman, R., Henninger, CE., 2019. 'The Challenges and Future Opportunities of Social Commerce'. In Social Commerce, pp. 255-272, Springer International Publishing.

Journal Articles

Boardman, R., Haschka, Y., Chrimes, C., Alexander, B., 2020. 'Fashion “see-now-buy-now”: implications and process adaptations', Journal of Fashion Marketing and Management, 24 (3), pp. 495-515.

Office Location

Cavendish South
Manchester Fashion Institute
Manchester Metropolitan University
Cavendish Street
Manchester M15 6BG