Sometimes you don’t know what you need. But sometimes you do know what you need, but you just can’t describe it. So we are both clear about how I can help you, here is a quick glossary of terms.

Fashion Marketing Terms

Brand/Branding - a brand is not a logo. A brand is so much more than that. It’s the reason people should trust you and a critical short cut for customers to understand what you offer & how you are different

Campaign - a series of linked promotions to get across a single proposition. Strategy, copywriting, video, photography, styling, creative direction there are so many components to developing a successful fashion campaign

Content - social media thrives on rich content. Copy, photos, videos, captions, hashtags are all content.

Copywriting - words are powerful. Great copy can drive people to take action. In some ways everything you do is about copy.

Digital Marketing - social media content, social media advertising, influencer marketing, google search ads email newsletters, banner ads are all in the lexicon of digital marketing

Influencer Marketing - people spreading your message through social media. Not all influencers are created equal.

Marketing Communication - how you get your message to consumers so they become customers. Digital or traditional, based on your budget however, big or small.

Marketing - how you create value for your customer, including product, price, place, promotion

Pitch Deck - a document that helps you sell products or communicate

Product Development - creating new products to find new customers or give existing ones more choice. Product development can help you keep up with the competition or manage change in consumer behaviour

Product Market Fit - carrying out research to ensure you have enough customers to make your business financially viable

Visual Identity - brand assets such as logo, symbol, photography style, colour, fonts all help you communicate what you offer. A visual identity system is the nuts and bolts of your brand.

Digital Marketing

Analytics - are the systematic measuring and analyzing of data. None of us like to do it. Without it, digital marketing is like having a car without wheels

Content - copy, photos, videos, captions, hashtags is all content

Conversion Rates - percentage of users who have completed a desired action

Engagement - the different ways people respond and interact with a business; may be platform specific

Traffic - the number of visitors to your website

Unique Visitors - the number of unique visitors to your website

Product Development

Range Plan - outlines what you offer, colour, size, fabric. Requires an understanding of fashion merchandising and fashion product lifecycles

Prototype - creating a preliminary version of your product or service

Product Development - creating new products or improving existing product or entering completely new markets

Sample - an example of the final product, can be used as a contract in kind. Skip the sample stage at your peril

Technical Drawing - a product drawn with precise details, can include measurements, instructions so the pattern cutter or factory understands the garment’s silhouette and fit.

Marketing Mix

Product/Service - core function, design, quality, materials, width and depth and lifecycle

Price - pricing is a function of cost and profit. However, you can use pricing as a strategy to drive sales or communicate how your product/service is positioned in the market

Price Architecture - how you build price points for different sectors of the market, entry, average and ceiling price

Place - how you choose to deliver your product/service to your customer. Direct to consumer, via third parties, online or offline are key considerations

Promotions - paid advertising, sales promotions, public relations, word of mouth and everything in between. Your promotional mix can make or break your business

People - management responsible for the entity, as well people involved in the business who can help promote the brand.

Processes - down stream operations, facilities, tools & equipment, supply chain management and up stream customer service should all flow to give a seamless service to the customer

Physical Evidence - all customer touchpoints including store, pop up design, packaging, business cards, thank you notes should promote your brand

Fashion Merchandising

Sold Quantity - number of products sold. Small businesses may be better placed to have higher value sales than number of products

Gross Sales - total amount of sales

Net Sales - a good accountant usually wants to know the sales figures once allowances (discounts from defects), sales discounts (promotional price reductions) and sales returns (items returned)

Selling Speed - how fast the product is selling. Calculated by sold quantity divided by the number of selling days. Important to know which products are dogs and which are cash cows

Unit Per Transaction - quantity sold divided by the number of transactions. Your objective should be increasing average sales not volume

Watch This Space…

Coming Soon!

Watch This Space…

Coming Soon!

Watch This Space…

Coming Soon!

Watch This Space…

Coming Soon!