Dr Qingxin Peng

Profile

I joined the University of Leeds as a Lecturer in Creative Advertising and Brand Design in 2022.

I would like to promote the appreciation of fashion, art, and culture through design, research, lectures, and publications. My research involves communicating and promoting fashion design and costume culture in both commercial and non-commercial on/offline settings through creative digital and design solutions. On the other hand, I understand consumers/audiences in environmental settings based on behaviour discipline and link it to diverse design contexts aimed at identifying the core values and emotions of consumers/audiences that are positive or negative to their cognition and purchasing intentions.

My digital visual merchandising design research was founded on visual merchandising theory and design methodology in both online and offline environments. The study has identified the design factors (i.e., concept formation, layout design, ambient condition, interactivity level, and visual complexity level) and the following design contexts. A comprehensive theoretical framework, as well as the derived design process model, has been formulated for promoting innovative textiles and fashion in various showcases by synthesising information management, psychological impacts, and findings from digital visual merchandising implementations.

Responsibilities

• DPL for Global Fashion Management

Research interests

Building on research findings from digital visual merchandising design for innovative textiles and fashion promotion, my current research has been expanded and focuses on the design of event marketing. As a branch of experiential marketing, I aim to develop effective atmospheric settings in both physical and virtual environments through the study of storytelling, technology innovation, and consumer behaviours in order to create a phygital experience and brand values.

Qualifications

• PhD | Fashion Communication and Promotion | The Hong Kong Polytechnic University, HKSAR
• MA | Fashion Merchandising | The Hong Kong Polytechnic University, HKSAR
• BA | Fashion Design | Donghua University, China

Current postgraduate researchers

• Xiaoyu Yao