Designers must consider: lifestyle of target market, predict future fashion trends, be aware of current events, availability and cost of materials, image of firm, available production techniques, labor and production costs to make profit. Types of designers: high fashion/name designers. Responsible for fashion house business decisions and images. Work for manufacturers and adapt the designs of others, typically name designers lines. Late rise and early culmination stages: freelance designers. Sell sketches of their original designs or sell adaptations to manufacturers. Work from design studios, no involvement with production. Designers are arbiters and not dictators of fashion: must anticipate and plan for excess, must study the lifestyle of consumers of the design, must experiment, listen to forecasters and interpret, inspired by culture: Museum exhibits, world news, music, dance, theatre, fashions of the past, seasons, travel, style tribes, films, etc: must anticipate the future fashion trends that combine familiar with new. Fashion leader retailers- designer collections, limited production and distribution (introduction stage).