Mark Ainsworth has over 25 years of experience in fashion design and brand management. He has held creative leadership roles at major brands such as Nike, DKNY, and Paul Smith. More recently, he has focused on brand strategy and design consultancy for Chinese brands. He specializes in brand positioning, product design, and team leadership.

1. Mark Ainsworth
About me.
From roles at Paul Smith, Nike, DKNY Jeans, Marks & Spencer, Pepe Jeans,
and others, to in-depth consultancy projects with major Chinese brands like
Biemlfdlkk, Romon, and ALT, my career has offered a breadth of experience in
the European, Asian and North American markets.
Design
Comprehensive practical experience in every aspect of creative product
development: ideating, inspiring, designing, sourcing, pricing, negotiating,
engineering, executing, finishing, packaging and promoting fashion collections
I am passionate about design, function, fabric and style, and am compelled
to create product and brand stories that can connect to target customers and
drive tangible business advantages.
Experience on both sides of the client/supplier relationship has given me
uncommon insight into customer needs and solutions-driven development.
Leadership
Creative Direction, team management, creative mentorship, brand
representation
Leading teams for more than 20 years’ has honed my sense of both product
and process. Perspective gained by building collections at all levels of
the market, from budget to luxury, has enabled me to guide teams toward
creativity and innovation without losing sight of the practical, consumer-right
end result.
Brand Strategy
Brand DNA, brand repositioning, macro and micro-trend analysis, target
customers, product personality, process management
I have built and nurtured brand strategies to serve a variety of goals, from
better work practices and development strategies to higher-level creative
decision-making: developing product handwriting, creating brand stories and
designing collections that promote a consistent brand personality.
Helping my clients to tell their brand story, reach their target customers, and
express the spirit of the collections we make has also made me a better
designer, mentor, and collaborator.
Brand Communication
Creative Direction, Art Direction, inter-departmental collaboration, message
management, shared goals
An integral part of the success of an apparel brand is the alignment of the
product and the storytelling that is associated with it. The personality, attitude,
and creative expression of fashion product give it power and impact.
A collaborative disposition, combined with practical experience driving
a strong, cohesive brand story through to all areas — including catwalk,
showroom, look-book, retail, visual merchandising, advertising,

2. Mark Ainsworth
Nieuwe Leliestraat 194
Amsterdam 1015 HG
The Netherlands
+31 62 724 0089
Website: www.markainsworth.net
Professional Experience
Founding Partner
Unit 9 V.O.F. & Blue Space China
September 2010 - Present
Guangzhou-based fashion merchandise management consultancy supplying
senior creative talent to the local branded apparel industry.
Industry expert on brand positioning, creative direction and design
development. Helping companies to elevate and focus their creative output:
to understand branding from a product design perspective, to develop
cohesive and recognizable product handwriting, to identify target customers
and interpet trend for them; to implement better work practices and more
successful supplier relationships. Design leadership and team mentoring.
Trend presentations, brand DNA seminars and private consultations.
Clients include:
Versatile and adaptable menswear specialist.
Over twenty-five years experience in menswear, casualwear and denim apparel
A strong grip on brand management, operations, design and production.
Sound communication, presentation, and team management skills.
Experienced with the variables of operating in foreign markets.
A solid reputation in the industry.
Extensive contacts throughout the field.
Profile
Responsibilities:
Primary Functions:
Responsibilities:
Responsibilities:
Achievements:
Achievements:
Achievements:
4th largest menswear brand by market share in China. Part of China’s top 500
enterprises 2015. Romon operates 450 stores across the country with an annual
group t/o of 830 million USD.
Market research and development of brand DNA strategy. Creative leadership
and mentoring of design and marketing departments, including advertising and
visual collateral, runway, retail design, showroom and sales conference. Executive
creative direction of seasonal theme, design, colour and fabric strategy. Key items
collection design and international tailored fabric sourcing.
Created and Implemented new brand vision across the company.
Developed teaching tools and guidelines for improving creative design process.
Moved design creation away from suppliers and into design department.
Refined product offering, streamlined product branding program and updated logo.
Established shared goals: unified creative output and communication in all areas.
One of the top domestic Chinese luxury sports lifestyle brands. Operating 500
stores with an annual t/o of 110 Million USD.
Creation, development and Implementation of new creative strategy. Seasonal
theme and product handwriting. Creative leadership and mentoring of design
and marketing teams. Development of brand backstory.
Created consumer-focused sub-collections and colour strategy.
Clarified product branding and enhanced seasonal graphics program.
Introduced new fabric technologies, ergonomic detailing and product labeling.
Designed China National Golf Team kit.
Creative Director
Biemlfdlkk Limited
June 2012 - August 2014
Guangzhou, China
Creative Director
ALT Limited
November 2011 - February 2013
Guangzhou, China
Chief Creative Officer
Romon Limited
September 2014 - September 2016
Ningbo, China
One of the top domestic Chinese young men’s fashion brands. Operating 3,000
stores with an annual t/o of 250 Million USD.
Market research, development and implementation of brand DNA strategy.
Seasonal theme and creative direction. Creative leadership and mentoring of
design and marketing teams.
Established brand DNA and product handwriting, unified brand’s creative vision.
Restructured collections, clarified divisions between sub-groups.
Provided more focused, balanced, on-trend product offerings.
Created and implemented brand book.
Improved cross-department communication and co-ordination.

3. Divisional Director
Paul Smith Limited
February 2000 - November 2003
Nottingham
Creative Director
Nike Inc
February 2004 - September 2007
Amsterdam
Global Performance Sportswear Brand with regional operations in Amsterdam,
covering Europe, Middle East and Africa.
Reporting to the General Manager of Sport Performance Apparel.
Leadership, creative visioning and creative direction for the following businesses:
Men’s Sport Performance / Women’s Sport Performance
Men’s & Women’s Professional Sport Performance
Advanced Innovation Team (AIT) Europe
Established seamless technology (Nike Pro) and no-sew lamination on product.
Cascaded Professional Sport learnings into In-line ranges.
Team leader for Rugby World Cup ‘07 revolutionary gameday kit.
Project leader for Olympics kit.
Created European ‘center of excellence’ around Women’s Dance-Fitness and
Men’s Tennis businesses.
Provided design oversight to the advanced fabric innovation team, (AIT).
Drove strong, anatomically-considered design language through the business.
Implemented a margin reduction philosophy for key pinnacle styles.
4 direct reports; 17 indirect reports.
Leading UK design and lifestyle brand with worldwide distribution, including
mature business throughout Europe, a large licensed Japanese business, and
wholesale growth in North American and Asian markets.
Reporting directly to Paul Smith, Chairman, and John Morley, Managing Director.
Leadership of production, sales, design, and sampling teams.
Creative, production, sales, operational and financial accountability for:
Paul Smith Jeans Red Ear Paul Smith Sport
R. Newbold Europe R. Newbold Japan
Paul Smith Jeans Japan Paul Smith for Children.
Increased division’s annual wholesale sales from £10M to £16M.
Rejuvenated Paul Smith Jeans line in Japan, increasing turnover by 122%.
Restructured Italian business, establishing new in-house sales team.
4 direct reports; 22 indirect direct report
Responsibilitiies:
Responsibilitiies:
Achievements:
Achievements:
Directional, fashion-biased denim and activewear lines, newly licensed and re-
launched by the Liz Claiborne Company, with creative and design direction from Donna
Karan Corporate.
Reporting directly to Creative Director of DKNY Jeans and VP of Merchandising.
Managed assistant designers, technologists, sourcing and sample units.
Presented ranges to Liz Claiborne sales and Donna Karan creative teams.
Liaison between Creative Director, VP of Merchandising, and DK Corporate.
Designed and developed experimental fabrics, techniques, and finishes.
4 direct reports; 6 indirect direct reports.
Coordinated transition of product design from previous to new licensee.
Established new design perspective for re-launch of brand.
Developed procedures for design development and presentation.
Introduced standards for prototype technical packages.
Head of Wovens
DKNY Jeans / DKNY Active
1998 - January 2000
New York City
Professional Experience
(cont’d)
Responsibilities:
Achievements:
Founding Partner
Unit 9 V.O.F.
September 2007 - Present
Amsterdam
International Amsterdam-based design consultancy offering a full range of
services, from trend and inspiration research to creative direction, branding
and product design, illustration, sourcing and production management.
Clients include:
Denham, McGregor, Gaastra Blue, Just Brands, Cold Method, Blue Level,
Jones UK, Saint Jude UK, British Indigo, Lee Cooper Europe and Bavaria beer.

4. Well-established UK designer label with three diffusion ranges: Denim, Destroy and
Destroy classics.
London based designer denim and streetwear label, owned and distributed by Pepe
Jeans, wholesaled and distributed in UK, France, Germany and Holland.
London-based international jeanswear and sportswear brand. Offices, sourcing and
production in Hong Kong, UK and New York.
Lancashire University 1984 - 1988
Bachelor of Arts with honors.
Fashion Design and Technology, 4-year sandwich course
2:1 grade; 1st Class Distinction for Thesis
Current favourites: Rag & Bone, 45 RPM, Junya Watanabe and Porter Japan.
Collects vintage clothes, enjoys travel, running, snowboarding, and fine art.
Believes the best leadership is through support.
References available upon request
Professional Experience
(cont’d)
Product Manager
John Richmond
1993-1994
Designer
Pepe Jeans Ltd
1989 - 1991
Designer
Hard-core Jeanswear/ UK Ltd
1991 - 1993
Education
The largest dedicated supplier to Marks & Spencer, based in Northern
Ireland with additional production in Sri Lanka and Morocco and design office
in London.
Reporting directly to Sales Director and Creative Director.
Design of four casualwear ranges per year.
Design, development and sourcing of all fabrics.
Managing assistant designers, technologist, sourcing and sample units.
Presenting ranges to directors, sales teams and team buyers.
3 direct reports; 7 indirect direct reports.
In charge of largest and most profitable range in company (£33m).
Introduced luxury fabrics to Ladies Jeanswear.
Established Lycra business in Men’s and Ladies Jeanswear.
Consulted for fashion direction by high profile design led denim mills.
Product Manager
Desmond & Sons Ltd
1994 - February 1998
London
Responsibilities:
Achievements: