FOCUS, San Diego seeks to bring together an innovative and inspiring group of emerging designers, industry executives, students and multi-channel professionals to share valuable industry information and stimulating educational content. The programming for the Second Annual Fashion Industry Development Conference will be comprised of a keynote speaker, strategic breakout sessions, and plenty of networking opportunities. Our content is designed to meet the needs of the San Diego fashion community by providing attendees with concrete action items and best practices to help them become leaders in the industry.

When: Saturday, October 24th, 2009, 10:00am - 4:00pm
Where: Fashion Institute of Design & Merchandising
350 10th Ave, Suite 300, San Diego 92101

Keynote Speaker
Brett Savage, VP of Product at REEF

CLASSES, SPEAKERS & SCHEDULE
Entrepreneurial Track: The Business of Fashion
Brand Building – 11:00 - 11:50
SPEAKER: Ralinda Harvey, Principal, Gloss Marketing
Understand the different stages of creating a strong image, from logo development, trademarks and a good background story.

Legal Issues - 12:00 - 12:50
SPEAKERS: Nikki Dell'Ara, Partner, Davis Law Group & Valerie Nemeth, Entertainment Attorney
Learn how to secure your business with the proper licenses and permits, legal structure, contracts, and ways to protect your intellectual property.

Public Relations – 2:00 - 2:50
SPEAKER: Danielle Gano, Principal, Elle Communications
Develop newsworthy ideas, attract the attention of the media, and leverage media coverage to increase your sales.
Financing – 3:00 - 3:50

SPEAKERS: Jennifer Aplin, Partner, Texas Women Adventures & Win Englebert, Vice President, Security Business Bank
How to determine your funding needs. Where to find financing: vendors, loans, investors, and personal investment.

Design Track: From Concept to Market
Trends –11:00 - 11:50
SPEAKERS: Brian Hawkins, Principal, StyleXplorers & Jesse Negrete, Librarian, FIDM
Wondering how to spot a great idea and build a viable product line? We’ll show you the most up-to-date trends and how to choose the right color and style for your new line.

Designing – 12:00 - 12:50
SPEAKER: Liz Samford, Principal, ABBL Swimwear
Explore the latest technology in patterns, marking & grading, fabric selection, trim, sizing, and flat and technical sketching.

Production – 2:00 - 2:50
SPEAKERS: Liz Samford, Principal, ABBL Swimwear (Domestic) & Roz Liang (offshore), Principal, Dandelion Global
Get tips on sourcing a manufacturer (domestic vs. off shore), product costing, quality control, and managing your production schedule.

Distribution – 3:00 - 3:50
SPEAKER: JoAnn Jack, Principal, CCJ Solutions
Learn how to maximize your sales through multi-channel distribution, i.e. showrooms, sales reps, retailing, online, and trade shows.

Future Track
Social Media & Beyond - 11:00 -12:50
SPEAKERS: Morgan Witt, Marketing Manager, Red Door Interactive & Crosby Noricks, Principal, PR Couture
Learn how to leverage your Social Media Networks and grow your fashion business. With tools and advice on how to maximize Facebook, Twitter, LinkedIn, YouTube, vlogging and blogging, our experts will show you how to build a successful new media strategy.

EcoFashion Initiatives - 2:00 -3:50
SPEAKER: Helene Stein, Principal, EcoTex
Incorporating sustainable practices is the fastest growing trend in business. From the latest innovations in eco-friendly textiles to technologies and processes, this course will get you up to speed on the green. Topics include sustainable practices (i.e. Patagonia), sustainable textiles (organic materials, bamboo, etc.), and sustainable technologies.