Define the Market

Two types of designer are one who works as a freelance designer for established garment manufacturers. For this type of designer the market is established by the manufacturer.

The other is to be an Independent Designer who retains compete control of both the design and the manufacturing process as Lindsey does. The information in these classes is for this type of Independent Designer whether the work is done exclusively by the designer or contracted out to other workers. The first step is to define the intended market.

Lindsey's Market

In Lindsey's case the market she has developed is women and girls who compete in quarter horse events. It includes private clients and an exclusive arrangement with Showgirls Apparel who travel to the events where these shirts are sold.

She does RTW, Made-to-Measure (MTM), and Bespoke cowgirl shirts. Her designs are specifically for a two-piece collar, full length sleeves, and a special center front "button" opening that conceals a zipper. This opening looks like a conventional shirt but allows for unique embellishments on the button opening.

Her business represents a unique, well defined, sustainable market that can not be under cut by less expensive imports.