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Aspirational: aiming at situating or
positioning a person above his/her
actual socio-economic or cultural level.
Branding: term used in marketing to
designate the creation of an image or
a story regarding a brand.
Briefing: document that summarizes
the information upon which a
campaign will be based, offering
instructions for its development.
Carrie: main character in the series
Sex and the City, played by Sarah
Jessica Parker.
Celebrity: commonly known person
with a high degree of media coverage
and attention on the part of the
public.
Clippings: collection of all the
appearances in the form of news of a
brand and/or designer in the media.
Copywriter: professional in charge
of writing the texts for an advertising
campaign.
Endorsement: lending or transfer of
garments to celebrity personalities.
Instruments of communication:
elements that allow for a dialogue
between the brand and the
consumer.
International Herald Tribune: daily
publication with the most credibility
in the fashion world.
Manolos: shoes by the brand
Manolo Blahnik.
“Official” fashion weeks: shows
held in New York, London, Milan and
Paris.
Patronage: financial assistance
given to a brand or others so that it
can perform its work, without asking
for anything in return.
GLOSSARY
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Press dossier: CD directed at
the press that contains a series of
images and an accompanying text in
different languages about the brand
and/or its products.
Press office: team responsible for
communication and interaction so
that a brand appears in the media.
Press release: precise text
concerning a news item or event.
Product placement: form of
communication that consists in
presenting a product within a
context, whether through television
or cinema.
Sidewalk panels: luminous vertical
panels installed on sidewalks.
Sitting: distribution of the public in
the first rows of a fashion show, the
responsibility of the person in charge
of communications.
Sponsorship: when a brand
provides assistance—essentially
economic—to a team, individual,
program, or media for advertising
purposes.
Trendsetter: opinion maker.
VIP: socially important person
because of fame, power, or influence.
Women’s Wear Daily: first daily
newspaper with economic and
financial information about the
fashion industry.
GLOSSARY
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