The brands were then marketed and distributed by department stores and boutiques along with competing brands. It was the job of the manufacturer to develop and trademark the brand identity and the retailer to sell the merchandise to the consumer.

During the 1980s and again in the late 1990s, designer labels evolved as brand names protected by trademarks. These designer labels soon organized the apparel and then the home furnishings business around the world as consumers rushed to purchase clothing from their favorite designer.

However, consumers often didn't realize that their designers were not always designing and managing the production of products with their label. Contractual licensing agreements between the designers and producers/distributors often gave producers/distributors the right to use a designer's name under certain conditions and financial arrangements.

Most excessively, haute couture designers licensed their trademarked names to a variety of consumer products including ready-to-wear apparel lines, sheets and towels, perfume, cosmetics, candy, and automobiles. Soon, the most exclusive designers' names, such as Yves St. Laurent, Gucci, and Pierre Cardin, were everywhere at many price points. Consumers bought by the label, often not realizing that the designer might have had little to do with the product design.

Designer labels competed directly with trademarked products, or brands, that did not name the designer behind the product. For example, Levi's and Esprit products competed with Donna Karen and Calvin Klein products. The designer's name became the brand and it was emblazoned at visible locations on the garments such as the breast pockets, sleeves or across the front or back.

Designers often use their names as their company's name and logo, registering it as a legal trademark and licensing its use to the business. Sometimes personal names are used when there really isn't such a designer, such as with Sigrid Olson and K.C. Parker.

Liz Claiborne retired in the early 1990's, is no longer involved in designing, and left her name with the company. You need to be aware of the legal implications of using your name if at some future time you want to leave the business. You may not be able to use your name in a related business for a period of time or at all. Be sure you discuss these issues with an attorney.