How do you define “fashion?” Well, it really depends who you ask. Current fashion no longer subscribes to a “one size fits all” universal style code. Instead, various ways of dressing and self-expressing have emerged and consumer behaviour has never quite looked the same, making way for a whole new industry that we have the pleasure of calling ours. Whether you work in retail, are an aspiring designer or making a career switch, it’s time we re-establish some must-know terms to help you navigate fashion today.
Agency: A business that represents clients, such as models, brands or creatives, to manage their bookings or public relations. Agencies can play a large role in increasing brand visibility and work opportunities.
Book: This often refers to a portfolio, meaning a compilation of photographs or writing extracts showcasing a collection of work. These days, having a digital book is more common than a physical one.
Brief: A document that explains the scope, requirements, targets, deliverables and deadlines of a project, collection or campaign. Briefs are used by everyone from retail companies to designers and creatives alike.
B2B/B2C: B2B stands for “business to business” and describes businesses that cater to other businesses, such as marketing firms. B2C stands for “business to customer” and describes businesses who cater to consumers, such as retail stores.
CAD/CAM/CIM: Each of these three acronyms refers to computer based technology used for the design and/or manufacture of apparel and can be used together. CAD stands for computer-aided-design. Aided design programs give the designer the ability to experiment styles, colors, fabrics, etc. on a computer. CAM stands for computer-aided manufacturing, which is a technology that facilitates the making of goods. CIM refers to computer-integrated-manufacturing.
Collection: Clothing designed and produced by a designer or manufacturer for a particular season or purpose.
Look Book: A document presenting a designer or clothing brand’s collection to employees or external buyers, press, and stylists through photographs. They are useful when selecting pieces for promotional shoots or for sale orders.
Markup: The amount added to the manufacturing cost to make the retail price, usually double. A ‘short’ markup is when the markup is less than double.
Markdown: The amount subtracted from the retail price of a product sold at reduced rate.
Marketing: The planning, promotion and selling of products.
Media Kit: A resume of sorts used by bloggers, influencers and brands when approaching media for collaborations. The media kit should include metrics on engagement, growth and a history of prior notable coverage.
Mood Board: A document presenting a concept or idea through referential images, colour schemes, words, etc. Often used to help sell a designer’s collection idea or pitch a creative concept.
Pitch: The act of proposing an idea for approval. This idea could be a magazine article, blog post, product or service.
SKU: SKU stands for ‘stock keeping units’, a system to identify, manage and keep records of products. SKUs can tell a product’s style, colour, size, and other characteristics.
Stock on Hand: The inventory available to be sold.
Target Market: A group of ideal customers and consumers for a given product, service or advertisement.
UPS: Unit Production Systems (UPS) are systems that use computers and machinery to automatically move products progressively from one production step to the next.
UPC: Universal Product Codes (UPC) are scannable, standardized codes found on price tags that identify the size, colour, season, style, vendor and dollar amount of a product.
Hopefully, at least some of these definitions help you in some way as you begin a new career in fashion, move your way up in your current role, or take the exciting leap into the fashion industry. A strong foundation of knowledge will take anyone a long way in advancing in your career and finding a job that you can excel at.
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Anita Hosanna is a freelance fashion stylist and creative consultant with a love for community, fashion journalism and fashion tech.
Feature Image: Adobe Stock