
Dr. Xin Zhang
Dr. Xin Zhang studied and was awarded her PhD at Birmingham City University in the United Kingdom. Her research focused on the challenges faced by the Chinese knitwear brands from design perspectives and how to enable change. Before she studied her MA and PhD in the UK, Xin worked as a designer and design director in the Chinese fashion industry for over fifteen years.
Dr. Xin Zhang studied and was awarded her PhD at Birmingham City University in the United Kingdom. Her research focused on the challenges faced by the Chinese knitwear brands from design perspectives and how to enable change. Before she studied her MA and PhD in the UK, Xin worked as a designer and design director in the Chinese fashion industry for over fifteen years.

Design as a driving force of brand/ business success is important for most modern business. However, it is ignored by many brands/companies. Design culture in the business context is the environment of design that relates to how the business is run. This was a main focus in her research. Her research has found solutions to issues with knitwear design, brand development, design culture improvement, design collection development and design processes. An industrial case study was performed by a comprehensive analysis of the relationships between brand improvement and design culture, and this was a major outcome of her study.
As an experienced designer and design director, she is also an innovative practitioner who has created unique collections for the high end fashion market. In addition, she has experienced and deeply understands both Western design processes and Chinese consumers and Chinese markets. Xin is also a passionate artist and jewellery designer that contributes to her creative ability. Therefore, she hosts the design studio for collaborating on projects for fashion/knitwear/jewellery brands with her professional consultancy service.
Her consultancy direction is to:
Re-build or improve brands' identities through the improvement of product collections.
Build design-led business with clear brand positioning and market segment in fashion and jewellery sectors.
Perform specialised brand upgrading from single products to full range collections.
Undertake designer team training and management collaboration for design project and product development.
and lead university and industry collaborations for research, teaching and training across UK and China.