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A collection of photographs compiled to show off a model, photographer, style, stylist, or clothing line. Example: A designer may release a lookbook each season to showcase their new collection.

A model describing the theoretical customer journey from the moment of first contact with your brand to the ultimate goal of a purchase. Example: A fashion brand may analyze its purchase funnel to understand drop-off points.

A factor that differentiates a product from its competitors. Example: A fashion brand might focus on sustainable materials as their USP.

The specific group of people which a product or service is aimed. Example: Luxury brands may target an affluent audience seeking exclusive apparel.

The process of dividing a broad consumer market into sub-groups based on shared characteristics. Example: A fashion brand might target a premium segment with higher-priced items.

The cycle through which every product goes through from introduction to withdrawal or eventual demise. Example: A fashion trend such as skinny jeans moving through its product life cycle stages.

The practice of developing floor plans and three-dimensional displays to maximize sales. Example: Mannequin arrangements in shop windows to attract customers to the latest fashion collections.

A term used to describe clothing designs that move quickly from the catwalk to stores to capture current fashion trends. Example: Brands like Zara and H&M are well-known for their fast fashion models.

An innovation, service, or feature intended to make a company or product attractive to customers. Example: A fashion retailer's value proposition might be high-quality materials at an accessible price point.

The study of individuals and processes they use to select, secure, use, and dispose of products. Example: Studying how fashion consumers are increasingly interested in eco-friendly products.

A marketing strategy of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience. Example: A fashion magazine creating trend reports to engage readers.

An advertisement strategy in which a company uses surprise and/or unconventional interactions to promote a product or service. Example: A pop-up fashion show in a public space to generate buzz for a new brand.

The percentage of visitors to a website who take action beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators. Example: The percentage of visitors who buy a product after clicking on a sponsored post for a fashion item.

The process of passing information from person to person. Example: A fashion brand gains popularity due to positive WOM from customers who recommend their products to friends.

A form of marketing involving endorsements from influencers, people and organizations with a purported expert level of knowledge or social influence in their field. Example: A fashion brand partnering with a popular fashionista on Instagram to promote their new line.

Marketing strategies based on insights pulled from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors. Example: A fashion retailer using purchase history data to offer personalized product recommendations.

The value and strength a brand acquires through its name and reputation. Example: Gucci's high brand equity allows them to price items more luxuriously.

A method of comparing two versions of a webpage or app against each other to determine which one performs better. Example: A fashion retailer testing two different homepage designs to see which generates more sales.

A multichannel approach to sales that seeks to provide customers with a seamless shopping experience whether they are shopping online or in a physical store. Example: A retailer offering in-store pickup for online purchases.