Chapter 7: Specialization
With so many choices available, fashion designers must define their area of specialization and the niche subcategories within them. Designers might decide to design women’s wear. The next step is to get much more specific about the category. If they were to settle on eveningwear, say, they must also determine the age group, size range, (including full figure, petite, and tall) and the price point to which it will be marketed. This all seems pretty straightforward, but even within eveningwear designers have to identify and understand a multitude of subdivisions.
CATEGORIES AND SUBCATEGORIES
Within each subcategory, designers must address the particular social activity and community that the garments serve to engage. ...
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