(Ray)
(05-12427) Job:05-12424 Title:RP-Field Guide-How to be a Fashion Designer
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Branch: subsidiary retail house that
belongs to an established store and
is managed by it, generally smaller
than the main store.
Brand identity: the assets and
liabilities linked to the name and
symbols of a brand, which add or
take away value from it.
Catalog of references: work pages
that contain a detailed description of
each garment in the collection.
Chain: group of establishments
belonging to a single company
or that operates under the same
management.
Client portfolio: brands and
designers with whom a sales agent
has contact, thus facilitating the
negotiation of a possible sale.
Concept store: store that presents
itself as a brand in itself due to its
spectacular nature.
Corner: limited space inside a large
department store, occupied by one
or several brands.
Customer loyalty: the permanent
loyalty of a specific public to
a concrete product or brand,
continuous or periodical.
Flash: small collections that serve
to cover specific periods such as
Christmas or New Year’s.
Franchise: opening of a store of a
particular brand by someone outside
of the brand.
Large department store: large
stores that offer a wide range of
brands and products, and may,
in addition, have their own brand.
Lookbook: a book that gathers
all the garments that make up a
collection.
Multi-brand store: store that
contains the products of various
brands, generally from a single
fashion sector.
Order form: a document that
details the amount of each design
to be bought, as well as the
specifications of the purchase.
GLOSSARY
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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
(Ray) Text
(05-12427) Job:05-12424 Title:RP-Field Guide-How to be a Fashion Designer
#175 Dtp:221 Page:144
120-145_12427.indd 144120-145_12427.indd 144 5/30/09 10:28:40 AM5/30/09 10:28:40 AM