FashionExpo '08 presented a series of four workshops which were free for attendees, giving an insider's view of some of the hottest topics in the industry today.  Delivered by well-respected fashion experts, journalists and business owners, the workshops were over-subscribed in advance and proved to be a great addition to FashionExpo '08.

Zowie Broach, designer, Boudicca
Michael Hayman, Chief Executive, The Communication Group
Karen Kay, award-winning journalist, Pink Inc Ltd
Facilitator: Yvonne Fuchs, Director, The Branding Workshop
Louise Roe, Fashion Presenter and Journalist

Promotion and public relations are crucial to the success of any thriving fashion brand but on a limited budget how can you drum up profitable press coverage and build a recognisable brand?  The panel discussion gave advice to new and emerging fashion design and production businesses wanting to manage their PR more effectively.  Presented by public relations experts and journalists this discussion  covered the following topics:

- How to get noticed;
- Developing valuable relationships with journalists and the media;
- Where and when to invest in PR;
- Using the internet to promote your brand.

Workshop 2:  Made in London - The secrets of production

Eimear Hawker, Senior Technologist, Topshop
Hannah Marshall, designer, Hannah Marshall
Stephen Mongan, Sourcing and Technical Manager, Topshop
Anthony Vrahimis, manufacturer, Anthony Vrahimis
Facilitator: Nigel Rust, Manufacturing Specialist / New Business Manager, EEF

Aimed at small, design-led businesses and fashion retailers this informative workshop explored the nitty gritty of taking designs to production.  Attendees came to find out tips on quality assurance in their designs, how to communicate effectively with manufacturers and avoiding common mistakes when planning production.  Advice was provided on sourcing production locally to help reduce the carbon footprint, ensure high quality, and with quicker turnaround – get products to consumers faster!  Expert advice from a panel of seasoned fashion professionals covered the following topics:

- Sourcing the best manufacturer for your range,
- The advantages of London-based production;
- Quality assurance and production planning;
- Negotiating, costing, payments and delivery;
- Optimising the relationship with your production unit.

Workshop 3: Is GREEN the colour of money? - How to be ethical and have business savvy

Orsola de Castro, designer/curator, From Somewhere / Esthetica
Julia Gash, entrepreneur, Gash Lingerie / Bag It, Don't Bin It
Mark Liu, designer, Mark Liu
Facilitator: Tamsin Lejeune, Chairperson, Ethical Fashion Forum

With trend indicators pointing to an ever-increasing demand for ethical and sustainable fashion, this workshop explored how businesses at all levels of the fashion production chain can utilise greener business practices in order to attract new business and maximise profits.  Chaired by the Ethical Fashion Forum and with speakers from fashion businesses who are successful and ethical, issues discussed included:

- The ethical, and competitive, advantages of local production;
- Leaner design and production practices;
- Utilising your ethical credentials as a business marketing tool.

Workshop 4:  Top of the Shops – Growing a successful retail business

Kerry Seager, boutique owner, Junky Styling
Fadi Shuman, E-Commerce Director and Co-Founder, Pod1
Facilitator: Yvonne Fuchs, Director, The Branding Workshop
Lucille Lewin, founder of Whistles, former Creative Director of Liberty and owner of the Chiltern Street Studio

Given the current credit crunch, it’s more crucial than ever that you get your retail strategy spot on if your business is going to thrive.  Specifically designed with boutiques and independents in mind this panel discussion guided attendees through the key steps to creating a flourishing business.  Successful fashion businesses and branding gurus contributed on topics including:

- Identifying and marketing to your customer;
- Creating strong brand awareness;
- Wowing with visual merchandising;
- Increasing sales through e-tailing;
- Delivering exceptional customer care.