Besides functionality, fashion is the second human need for beautification, followed by power or status. “Fashion is, in many ways, like a river.” -Elaine Stone. It is constantly moving forward and changing. As a result, fueling the fashion business and allowing it to thrive. In other words, if there are no changes, there will be no fashion, and therefore no business. Over the decades, millions of brands and designers have tried to adapt to the rapid and continuous change in fashion. Those who fail to tune in to constant change tend to correlate with failure in business. However, those who adapt to the constant changes in fashion have a tendency to succeed in business. Three distinct trend-setting designers who have successfully adapted to the change are Burberry, Vera Wang and Chanel. Burberry was founded in 1856 by twenty-one-year-old Thomas Burberry in Basingstoke, England. In 1880 Burberry introduced gabardine, a waterproof, durable but breathable fabric. Where the yarn goes through a process to be waterproofed before weaving. During the 19th century Burberry changed its name to Burberrys as many customers around the world began calling the brand “Burberrys of London”. In 1901, the Burberry logo was developed and registered as a trademark. It consisted of an equestrian knight logo containing the Latin word "Prorsum" meaning forward. About a decade later, in 1911, Burberry became a supplier to Roald Amundsen, a famous fan who was the first man to reach the South Pole. In the same year, the War Office chose Burberry to tailor the officer's coat to fit adapted to contemporary conditions of well-being. This adaptation led to the creation of the famous 'trench coat'. After the war, the trench coat began to gain more and more...... paper garment ...... for women. Through her innovations, she not only gave courage to women in the fight for equal rights, but more importantly contributed to a global revolution. Another theory applicable to Coco Chanel is her discovery and use of fabrics, as previously mentioned. It transformed the idea of ​​jersey for men's underwear into jersey for women's clothing, giving women a more fitted and comfortable look. In conclusion, Burberry, Vera Wang and Chanel are brands and designers with different histories and completely distinct styles and specializations. Burberry is known for its iconic trench coat and plaid pattern, Vera Wang is famous for its seductive wedding dresses and Chanel is famous for its revolution in women's clothing, The Chanel Suit and its LBD (Little Black Dress) . However, these three brands and designers all share the common factor of adaptability over time.