Enterprise Q&A: Lee Friend, Fashot.com

Enterprise / 19 January 2012

Photographer Lee Friend founded Fashot.com in 1995. Now he works with high profile clients including House of Fraser, Vivienne Westwood, TK Max and New Look. Helen Mayson asks how

Why did you decide to set up your own business?

 I’ve always worked hard and liked having the freedom to work on the projects that interest me most. After I stopped producing films, setting up my own business just seemed like a natural progression.

In the 90s I bought a company called Packshot and turned it into the leading provider of ecommerce imagery. Out of Packshot came Fashot.com, focusing more on the fashion industry. Today the company is responsible for producing around 50% of the imagery for British fashion labels on the net.

What’s the best thing about running your own company?

I think it has to be the satisfaction you get when a project really goes well. As every decision and idea ultimately has to be approved by me, the sense of achievement that comes with a well executed venture is brilliant.

And the worst?

The loneliness of command.

What’s your top business tip?

Don’t let anyone tell you that creating good profits is a sign of greed, look at it more as survival – not just for you but for your shareholders and employees as well.

Lee Friend, Fashot.com

Keep your main focus on your profits. Don’t let anyone tell you that creating good profits is a sign of greed, look at it more as survival – not just for you but for your shareholders and employees as well.

View anyone trying to reduce your profits as making a personal attack against you.

Did you learn any tough lessons early on?

I drank too much when I was young and didn’t listen to the feedback my business was giving me. During the 80s, the buoyant economy made everyone a winner, and it didn’t take much skill and judgement to make money.

However, I did learn that while helping a client throw a television set out of a hotel window cemented your relationship it did get you banned from that particular group of hotels. Although I have noticed Edwardian hotels do accept my bookings again now.

Describe your management style

As a qualified Ships Master I run my business like I would run a ship. Taking from that example, you need to live close amongst your men, and even closer to your officers. You all share in the triumphs and perils of commerce and the master leads very much by example.

Working like this makes you very transparent to your staff – they can sense all of your emotions, whether it is excitement or fear, and they are also aware of how decisive or indecisive you are. It can add to the pressure you feel, but it does keep you very focused on your own performance as well that of your staff.

What do you read and listen to for work?

I always watch world news – that’s often a downside of spending too much time in business hotels. However, the macro economy does directly affect the micro world, so I’ve always found it beneficial to familiar with global events.

I’m also bonkers about following weather – I’m a sailor, an aviator and an Englishman – so I always know when to take a raincoat on business trips.

What are your plans for the next year?

I’m looking to expand further into mainland Europe, taking the kind of successful ecommerce photography that we have in the UK into their markets.