Key Terms for Module 6

Brand image: characteristics and images created in the minds of consumers about a particular brand.
Customer touchpoints: all of the ways/methods and technologies by which a fashion brand/retailer can connect with its customers- ex-stores, websites, social media, mobile devices, etc.
Fashion brand: brand associated with fashion merchandise
Fashion season: name given to lines or collections that correspond to seasons/times of the year when consumers would wear the product- ex. Spring, summer
Drop: a recent term meaning when a brand releases or drops a new collection/collaboration
See-now-buy now: a relatively new term to describe how fashions can be bought right from the runway or through a mobile device- thus shortening the time from when fashion is shown and then bought
Fast fashion production: manufacturing of fashions in which products go from concept to retail store in a few weeks, often referred to as disposable fashion due to poor quality and lack of sustainability
First adoption meeting: gathering when a new line is presented (often as sketches and fabric swatches) and the design team review styles in the line- sometimes buyers attend to provide direction
Market center: the name given to cities that not only house showrooms but also have headquarters ex. NYC, LA, Seattle, London, Paris
Market week: time of the year when shows take place and brands sell products to store buyers Ex. /coterie show
Master calendar: a list of steps and dates to achieve that a brand will follow for product concepts to first sample to production
Private label brand: brand name owned and marketed by a specific retailer for use exclusively in its stores/website
Publicity: a promotional strategy where the company or the company’s fashion brand is viewed as new or noteworthy and gets coverage in print, social media, or digital media
Showroom: a facility used by sales reps to show products, and meet with buyers
Social media: internet-based applications that allow communication among users
Sourcing fair: trade shows that bring contractors and companies together. Booths/displays show examples of product and services performed
Trade association: a nonprofit association made up of member companies designed to research, promote, or provide educational services regarding an industry or aspect of that industry
Trade show: an event sponsored by trade associations, or promotional companies to allow companies to promote their newest products/services
Virtual sample: digital images of merchandise samples that are viewed on the computer screen, achieved through the use of AI