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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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Outlet: channel used to get rid of
stocks from previous seasons.
Penalization: punishment or
sanction applied as the result of a
failure to comply with a regulation
or agreement.
Post-sales service: service
offered by a designer to a store
where his or her collection is being
sold, consisting of complying with
delivery times, repositioning items
during seasons, replacing defective
garments, and supporting the brand
with elements of communication.
Precollection: intermediary
collection that joins the winter
collection to the spring collection,
and the summer collection to the
fall collection.
Retailer: merchant that sells retail.
Sales agent: also sales repre-
sentative, the professional in charge
of introducing the collection of a
brand or designer at a point of sale.
Sales representative: see sales
agent.
Seasonal updates: repositioning
of the most-sold garments of a
collection and inclusion of unplanned
designs that have become trendy.
Shop-in-shop: space inside a
large department store occupied
by a single brand, with the aim of
presenting itself to the consumer
directly.
Showroom: space where the
clothes of one or more designers
are exhibited, with the aim of selling
them to stores.
Single-brand store: store that sells
the collections and items of a single
designer or brand.
Stock: amount of merchandise
available for future use.
GLOSSARY
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