Dublin City Enterprise News Talks to... Fashion Hothouse
In this issue, we talk to Peter Love about his design, sampling, production, advertising and fashion photography enterprise, called Fashion Hothouse.
Peter Love runs a commercial photography studio, www.photographystudio.ie , and conducts a variety of product, advertising and fashion shoots.
When shooting a clothing collection, he saw the difficulties Irish designers had producing their garments and he decided to establish a sample production facility and incubation centre for fashion designers.
Peter now offers a one-stop-shop, from design, to sampling, to production to advertising and fashion photography.
Why did you decide to set up your own business and how did you go about it?
I didn’t want to be a wage slave! I saved money from my job in a newspaper, where I still work three days per week, to establish a commercial studio.
What assistance or advice have you received from family, friends and state support agencies?
I received the patience and support from my family, and I received a Lord Mayors Fund (via Ulster Bank) loan for the studio, of which I have diverted some into setup costs for the Fashion Hothouse. Friends helped me fit out the studio and the Hothouse and a number of now retired factory owners have offered me advice and equipment and their contacts.
What valuable lessons about running a business have you learned in the early days?
Revenue is king. Must have strength of commitment to persevere through tough times. Turn off the TV, you can still get a lot done in the evenings!
What kind of supports have the Dublin City Enterprise Board given you?
Provided a mentor (Jennifer Rothwell) and approved half my request for feasibility study grant. A couple of other Dublin City Enterprise Board mentors have also been helpful to me in an unofficial role!
What is the best and worst thing about being your own boss, so far?
Best is... still waiting to figure that out! I get to meet a wide variety of people from all walks of life, that keeps things interesting. And it’s somewhat easier to get out of bed I guess - than for a job you hate!
Worst, is working seventy hours a week for last three years.
Where do you see your business (or where do you see yourself!) in five years?
Either indebted terribly or stepping back from day to day and working on additional projects!
Would you do anything differently during the start-up phase?
Focus more on one or two things, not developing ten revenue streams simultaneously! Also would have involved more people earlier in the business life-cycle.
Has Fashion Hothouse engaged in marketing or promotion activities since the start-up phase or is recognition built through referral and word-of-mouth promotion?
Mostly word of mouth, via college noticeboards, via Council of Irish Fashion Designers, via social mentions from established designers and via a Facebook ad campaign.
We would like to take this opportunity to thank Peter for taking part in this interview.
To find out more about Fashion Hothouse, please visit www.fashionhothouse.com.