NAVIGATION
96. Diversification and Specialization
Find one thing you do well, and do just that.
Whether the niche is bridalwear or skiwear,
the path to specialization is one which requires
that a designer focus exclusively on a particular
market and master the design intricacies unique
to that field.
Find one thing you do well, and translate what
was successful about it into many different prod
ucts. During the late 1800s, Burberry established
itself by focusing on outdoor attire. The company
is also credited with the invention of gabardine,
a durable, breathable, water-resistant fabric. At
the start of World War I, the company was com
missioned to develop what ended up being the
trench coat. Its signature tartan was introduced
during the 1920s as a lining for the coat.
The symbols of the brand are interpreted and
adapted to the needs and desires of today's
consumer. Outerwear is still at the heart of the
brand, but items such as the iconic trench coat
are reimagined each season. The classic black,
tan, and red Burberry pattern, now a registered
trademark, is no longer relegated to linings. It
can be found on apparel, fragrances, accessories,
luggage, and even swimwear.
There is an argument to be made for both sides,
but diversification definitely benefits from the
prestige of having done one thing well for a long
time. Good foundations provide an excellent
environment for experimentation and expansion.
198 Fashion Design Essentials
Right: Bridal gown
Below: Skiwear ensemble by
M. Miller
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