Fashion Design Fashion Business and Marketing

Question 1

What is the 'fashion calendar' in the industry?

Accepted Answer

A publication listing fashion week dates and runway shows globally

Answer

The fashion calendar organizes the global schedule of runway shows, trade events, and market weeks, typically structured around Spring/Summer and Fall/Winter seasonal collections.

Question 2

What does 'OTB' (Open-to-Buy) mean in retail fashion buying?

Accepted Answer

The dollar amount budgeted to purchase new inventory during a specific period

Answer

Open-to-Buy (OTB) is the planned budget remaining for merchandise purchases during a period, calculated as planned sales plus desired ending inventory minus beginning inventory.

Question 3

What is 'fast fashion' and which brands are most associated with it?

Accepted Answer

Inexpensive, trend-driven fashion produced at high speed; Zara, H&M, Shein

Answer

Fast fashion is a business model producing high volumes of inexpensive, trend-driven clothing rapidly, pioneered by Zara (Inditex) with its two-week design-to-store cycle.

Question 4

What is 'vertical integration' in the fashion industry?

Accepted Answer

A company controlling multiple stages of production, from raw materials to retail

Answer

Vertical integration occurs when a company owns and controls its supply chain from fiber/fabric production through manufacturing, distribution, and retail, reducing costs and increasing control.

Question 5

What is the primary purpose of a 'lookbook' in fashion marketing?

Accepted Answer

A visual presentation showcasing how a collection can be styled and worn

Answer

A lookbook is a curated collection of photographs showing how a designer's collection is meant to be styled and worn, used for marketing to buyers, press, and consumers.

Fashion Design Practice Test

Fashion Design Practice Test

Fashion Design Fashion Business and Marketing