Transitioning your focus as a fashion designer

The fashion industry is full of possible design opportunities and career tracks. If you are dealing with burnout as a fashion designer, there are alternatives. December is a great time to reflect back on the past year and evaluate successes and failures. It is also a time to evaluate if you are happy in your current position. Does your work energize you and make it easy to get up in the morning or do you have to drag yourself to work? If you dread going to work, then it may be time to plan a transition. As a new year approaches, looking forward to something new can help bring new energy and hope for a bright future.

As a fashion designer there is a way to transition your focus on the things you really want to accomplish. But changing your focus as a fashion designer can be challenging. Designers are attached to their brands and it can become a part of their identity. Letting things go so you can try something new is a bit scary. Though once the decision is made, you can take one step at a time to reach a happier place.

 

 Evaluate your goals

If you have made the decision to transition, it is time to evaluate your goals. Goals can be super specific or more general. Do you want to own and produce your own brand? Do you have financial goals? Do you want to change product categories? It helps to write your goals and vision down. If you start more generally, you can drill down to specific steps. Smaller specific steps leading to your goal are more actionable.

Goals can change over time so it is perfectly fine to cross off or toss goals that are no longer a part of your vision. Goals do not have to be a rigid framework that do not allow for deviation. Life is not like that and changes in life require changes in your goals. As a designer, I have had to make changes in my professional goals as life has happened. This is normal, so allow flexibility in your decision making and goal setting.

 

Choosing a new focus area

Fashion designers can design many product categories from shoes and accessories to all types of clothing. Usually a designer specializes in one product category and becomes known for one type of work. This can make a designer feel trapped because they feel like they can only design one thing. Large design houses will design and produce an entire look from head to toe. Smaller design entrepreneurs are not financially able to do the same thing and so they produce they same type of product from one season to the next.

If you own your own business, look at adding a new, but related, product category. For example, a children's clothing designer that creates sleepwear could explore playwear or bedding. Adding that new product category can reinvigorate your motivation and provide a challenge that holds your attention.

As an employee, you could begin working on your own design ideas on the side. Begin to turn your ideas and dreams into an actual product. Draft the patterns and sew up a sample. Work on it until you are satisfied.

Evaluate and sharpen your skills

Regardless of your current position, you can begin to explore related career tracks in the fashion industry. Begin by listing all of your skills. Today's fashion designer has skills in many areas. Here are just a few ideas:

• Graphic design
• Artist drawing or painting
• Social media marketing
• Adobe Illustrator and Photoshop
• Sewing
• Patternmaking
• Spreadsheets
• Training/Coaching
• Sourcing/Outsourcing
• Product development

Each of the above skills can be used in other employment or freelance. Perhaps you no longer want to create and sell a product or run a business. You could start a consulting business for other designers helping them develop their product. Perhaps you love sourcing materials. You could help other designers find the right fabrics and trims. Or perhaps you love to draw. You could provide freelance drawing services to other designers who can not draw (you would be surprised at how many can't draw). I have a friend that creates drawings of client's wedding dresses as a keepsake.

Perhaps there is an area that you want to improve. Now is the time to sharpen those skills. Take an online class in search engine optimization or social media marketing. Improve your drawing skills by starting a daily drawing practice. Create a portfolio of your work. Create an outline for a training class.

 

Hire Help

Many fashion designers also run their own companies, bootstrapping as they go. Eventually you reach a point where you need help. The stresses of running a business while also being the creative leader can be overwhelming. At the same time, hiring an employee costs money. If you can't hire an employee to work with you at your office or design studio, look at hiring a virtual assistant. Either way you can outsource or delegate the tasks that you dread doing. If you need or want time to focus on the more creative aspects of your business, then get someone else to handle the more mundane tasks. There are plenty of people that can make phone calls and research sourcing options. A virtual assistant can lessen the financial impact of a regular assistant and still accomplish the small tasks you may not want to deal with on a daily basis.

If you are an employee looking to transition, and have the means to do so, you can still hire an assistant. A virtual assistant can take care of the tasks you can't accomplish during the day when you are at work and help you move things along.

Transitioning your focus to something new

Sometimes it is necessary to make drastic changes. This may mean shutting down a business, switching career tracks, finding new employment, or maybe even starting a new business. If you are in this situation, there are things you can do to help ease the transition.

Before making the leap to something else, have an emergency fund. Prepare financially by building your cash reserves so you can still eat and pay rent. Having to worry about daily living essentials can cause you to abandon your dream and force you to take the next available opportunity even if it does not match your goals. If you are transitioning to freelance work, a fund will greatly improve your chances of success.


Try to have a plan in place with actionable steps. If you quit what you are doing now with no plan, it will take you even longer to transition. Let's say you want to become a coach to other designers. Here is what your plan may look like:

1. Start an educational blog
2. Collect email addresses of possible clients
3. Email potential clients introducing yourself
4. Create a proposal and determine rates

I've spent the last year or so on my own transition. I've worked as a patternmaker, technical designer and designer for over 20 years specializing in children's special occasion clothing. There are many things I enjoyed about my work. I loved working with expensive fabrics and trims to create something beautiful for a special event that would be kept as an heirloom or memory. Still, I made basically the same product over and over again with minor variation. Creatively, I became bored. At the same time I was battling chronic fatigue and I was being forced to evaluate my current work load. Since then I have evaluated my skills and found a new related focus that has me energized and is bringing me back to the business one step at a time.

More aggressive intellectual property enforcement by Taggies and Gerber

Taggies

My most popular blog entries have to do with taggies. Taggies are those square blankets with ribbon loops around all edges. I have received a lot of comments asking what the latest is on the patent and enforcement. I can only repeat what other commenters have stated:

1. The Taggies people are continuing to enforce their patent.
2. The patent enforcement lawyers appear to be going after anyone who has any form of a ribbon loop on a blanket edge, whether it is one ribbon loop or several.
3. No one has taken up the task of challenging the patent.

If Etsy or Ebay receive notice from Taggie's lawyers that the product is a potential infringement, those companies will pull your listing. These companies have little resources to investigate the claims, so legitimate or not the listing will be pulled down. You will not be able to defend yourself. If you list an item in your own store or blog for sale, you will receive a letter directly.

To date, it would appear there is plenty of evidence that the patent can be challenged. Commenters claim they had these style of blankets as children or that they have bought a current home sewing pattern with this style. Patterns and instructions abound on the net as do product listings in various online stores. The Taggies people were the first to obtain a patent and therefore believe they own it despite the evidence that the idea has been around for decades. This only illustrates the problem with the current patent protection system. The system is just complex enough that ordinary people have no idea what patents are being sought and if they should be challenged. The patent bureaucrats and lawyers don't understand the manufacturing processes and how common a folded ribbon loop in a seam is. Who has the time and money to fix the problem? Taggies is expanding into Europe and South America, so despite calls for a boycott the company appears to be growing.

Gerber and the word Onesie

Another aggressive brand enforcement problem has to do with the word onesie. Onesie is a registered trademark brand owned by Gerber. You cannot use that particular word to describe an infant bodysuit or unitard unless it is an actual Gerber branded Onesie. Various acquaintances of mine and online shop owners are receiving threatening letters about their use of this word in their product descriptions. Gerber appears to be ramping up their enforcement of their trademark.

These companies have not technically done anything illegal. They have the right to apply for patent and trademark protection. That protection is only worth as much as they are willing to enforce it. So, IMO, let them waste spend their money on it. The one thing these companies are doing is creating ill will among potential customers and retailers. Customers and retailers have long memories and will think twice about buying or indirectly promoting those products to friends. They may be doing more damage than they know.

Baby and children's apparel products seem to have more patent and trademark protection than other sewn product categories. There are bibs, hand covers, sensory objects, diapers, and so much more that have patent protection. I haven't quite figured out why.

Make a Design Storyboard

As I was designing Prairie Roses for Fall 2007, I created a digital design board. In school it was all about literally cutting and pasting paper onto illustration board. I like the digital version because it is much faster and more professional looking.


I had a hard time identifying and explaining the look I wanted. When I started it was simply a feeling. I decided a story board was the best way for me to explain my line to myself. I have rarely done this in the past - it always seemed like busy work. This time, I have convinced myself of it's necessity. As I struggled to find pictures that explained the mood, everything else seemed to fall into place. The words A Country Sensibility came to me and it was perfect for so many reasons. It made me think of Sense and Sensibility and Jane Austen - how can I translate Jane Austen's "look" into little girl's dresses. It made me think about sensible country living. Being grateful for what you have. Not living too extravagantly - but comfortably.

Anyway, I headed out with my camera and took pictures of the flowers growing in my flower beds and nearby scenery. There was my mood. I already had purchased the fabrics and they meshed perfectly. The red ombre ribbon roses were the highlight and the key to the brand name.

Prairie Roses was a difficult brand name to nail down. Do you know how hard it is to find a brand name that is not already in use? One that fits the mood and explains the look without the customer ever seeing the clothing? This is complicated by trying to find an internet domain name that is available. It took weeks of research.

The work required to pull all of this together had other benefits. I emailed a graphic designer a copy of my design board and she was able to design my logo (which is shown on the right). I am fairly pleased with the results of the line, the logo, the brand. It all meshed together so perfectly. It feels good to be focused and I am excited about designing more for this line.

Next week is even better. I have been working on toddler patterns and I have a fitting/photo shoot scheduled. I am excited!

Who puts whom in a corner?

You have probably seen them. Those cute infant-toddler shirts with quotes, phrases, and images inspired by popular culture. You can buy those shirts everywhere from CafePress, on-line retailers, shopping malls, and even street corners. I am sure no one ever thought some of those phrases would be trademarked. If you follow the link, you will find that Lions Gate is going after people who print a quote from their movie on t-shirts. The defendants are producers of baby t-shirts and products.

The case will be difficult to prove. The phrase that can't be said has been "borrowed" by various companies since the movie came out 20 years ago. Lions Gate sells approved merchandise with the phrase that can't be said. But until now, they have failed to adequately defend their own trademark. After 20 years, is the trademark valid? I did a quick search for it at the USPTO and couldn't find it. Was it ever registered?

If Lions Gate wins this case, can you imagine other movie studios going after people for similar things? If you can't say the phrase that can't be said, how many other phrases can't be uttered? Maybe CafePress should be nervous - so many of their baby products are inspired by movie utterances.

Ethics aside, this case illustrates a danger to the freedom of speech. Who knew a common phrase could be trademarked? Should we be concerned when we use the word Apple or ask where the beef is?

Let's take another tack. The movie studios are benefiting from essentially free advertising. Think about all of those babies wearing shirts with the phrase that can't be said. Their parents will remember that movie and perhaps want to see it again through video purchases or rentals. Perhaps movie studios have a right to protect their intellectual property, but at what cost? Are they willing to risk losing free advertising and potential customers? Apparently they are.