Wayne Hemingway @ Staffordshire University

I recently attended a lecture by Wayne Hemingway at Staffordshire University. I remember Wayne Hemingway from when I was younger for being the designer of Red or Dead and also for being on the Big Breakfast! I found the talk very interesting and finding out his story of how he started a fashion brand with little resources much like I am trying to currently achieve with my childrenswear brand Toto and Fifi.

The key points I took away from this lecture were:
• Wayne used the phrase “see the whites of your customers eyes”. In his earlier days of creating Red or Dead he spoke about how important it was to see people’s reaction to your clothes because you can pick up feelings towards your clothing from seeing customers face. Because my brand Toto and Fifi is a online store I will not see people’s faces or “the whites of people’s eyes” to gauge if they like my product. This lecture made me realise that I need to get in front of my customer to see how they feel about my product, from this I have decided that I should attend more craft fairs to gain feedback on my product.

• Don’t be afraid to have a point of view and an opinion, and don’t be scared to share your opinions. I have always been very conscious on social media to not voice my private opinions too much to not offend people. However, after hearing Wayne Hemingway discuss his political leanings (the lecture happened to fall the night before the recent general election) I have learnt that it’s okay to share my beliefs and share my opinions on things I feel strongly about – I’m Labour btw.

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