Adjunct Professor
Ph.D. Università della Svizzera italiana - USI, Switzerland
M.A. Istituto Universitario Lingue Moderne - IULM, Italy
MBA Jefferson University, US
Email: mornati@fus.edu
Michela Ornati, PhD is a Senior Lecturer (Associate Professor) at the University of Applied Sciences and Arts of Southern Switzerland – SUPSI. She is a fashion and luxury expert with thirty years of executive experience in leading industry firms such as DMC, Mantero, Bulgari, and Giorgio Armani. She is also a startup business coach. Her knowledge areas include fashion and luxury marketing management, communication, and design. Michela Ornati completed her PhD at Università della Svizzera italiana – USI, Institute of Digital Technologies for Communication (ITDxC) with a thesis on digital fashion communication; specifically, on the role of touch and haptics technologies in e-commerce. She holds a Master's Degree in English, Languages, and Foreign Literature from the International University of Languages and Media - IULM (Milan, Italy) and a Master of Business Administration from Jefferson University (formerly Philadelphia College of Textiles and Science, USA). She is also certified in Advanced Studies in Didactics at SUPSI. Michela Ornati lectures on fashion and luxury topics at various universities across Europe.
Publications:
Ornati, M. (2023). A Conceptual Model of Dress Embodiment and Technological Mediation in Digital Fashion. In N. Sabatini, T. Sádaba, A. Tosi, V. Neri, & L. Cantoni (Eds.), Fashion Communication in the Digital Age (pp. 57–67). Springer Nature Switzerland.
Ornati, M., Kalbaska, N. (2022). Looking for Haptics. Touch digitalization business strategies in luxury and fashion during COVID-19 and beyond. Digital Business, 100035. Open Access.
Ornati M., Picco-Schwendener A., & Marazza S., (2022). Sizing up the body: Virtual fit platforms in fashion e-commerce. International Journal of Fashion Studies, 9(1), 199-218.
Ornati, M. (2022). A True Feel: Re-Embodying the Touch Sense in the Digital Fashion Experience. In T. Cinque & J. B. Vincent (Eds.), Materializing digital futures: Touch, movement, sound and vision (pp. 205– 222). Bloomsbury Academic.
Jewitt, C., Price, S., Steimle, J., Huisman, G., Golmohammadi, L., Pourjafarian, N., Frier, W., Howard, T., Ipakchian Askar, S., Ornati, M., Panëels, S., & Weda, J. (2021). Manifesto for Digital Social Touch in Crisis. Frontiers in Computer Science, 3, 97.
Ornati, M. (2021). Touch in Text. The Communication of Tactility in Fashion E-Commerce Garment Descriptions. In T. Sádaba, N. Kalbaska, F. Cominelli, L. Cantoni, & M. Torregrosa Puig (Eds.), Fashion Communication (pp. 29–40) . Springer International Publishing.
Ornati, M., & Cantoni, L. (2020). FashionTouch in E-commerce: An Exploratory Study of Surface Haptic Interaction Experiences. In F. F.-H. Nah & K. Siau (Eds.), HCI in Business, Government and Organizations. (Vol. 12204, pp. 493–503). Springer.
Cantoni, L., Cominelli, F., Kalbaska, N., Ornati, M., Sádaba, T., & SanMiguel, P. (2020). Fashion Communication Research. A way ahead. Studies in Communication Sciences, 20(1), 121–125.
Ornati M. (2019) Touching the Cloth: Haptics in Fashion Digital Communication. In: Kalbaska N. et al., (eds). Fashion Communication in the Digital Age. FACTUM 2019. Springer, Cham.
F. Buttle, (2012). Customer Relationship Management. Teorie e Tecnologie. Milan: Franco Angeli. Scientific curation of the first comprehensive textbook on CRM in the Italian language.
M. Ornati, ed. (2011). Oltre il CRM. La Customer Experience nell'Era Digitale. Strategie, Best Practices, Scenari nella Moda e nel Lusso. Milan: Franco Angeli. See: oltreilcrm.com.