Fashion Designer Fashion Business & Brand Management 2

Question 1

What is 'dead stock' fabric and why has it become significant in sustainable fashion?

Accepted Answer

Overproduced or unused fabric from previous seasons that designers purchase at reduced prices to create collections, repurposing material that would otherwise be discarded

Answer

Deadstock fabric is surplus material from fashion brand overproduction or mill overruns. Designers and brands purchasing deadstock prevent it from landfill while accessing quality materials at lower cost: a core sustainable fashion practice.

Question 2

What is 'showrooming' and how has it affected traditional fashion retail?

Accepted Answer

The consumer practice of visiting physical stores to examine products in person, then purchasing online at lower prices, undermining physical retail margins while benefiting e-commerce

Answer

Showrooming describes consumers using physical retail as a product research and touch/try-on experience, then purchasing the same item online at lower prices. This has pressured physical retailers to differentiate through experience, exclusivity, and service.

Question 3

What is a 'capsule collection' and what business objectives does it serve?

Accepted Answer

A small, curated collection of tightly edited pieces (typically 10 to 30 items) that work together interchangeably, often used for collaborations, limited-run drops, or brand entry points

Answer

Capsule collections are intentionally limited, tightly curated groups of pieces that typically work together as a complete wardrobe unit. They are used for: designer collaborations, limited-edition drops, influencer or celebrity partnerships, and focused product launches.

Question 4

What is 'brand dilution' and which fashion example is most illustrative?

Accepted Answer

The weakening of a brand's luxury perception and premium pricing power when it extends too broadly across price points, product categories, or licensing arrangements

Answer

Brand dilution occurs when overextension of a brand name across mass-market products or too many licensing deals undermines the brand's exclusivity and luxury associations. Pierre Cardin and Halston are the canonical cautionary examples.

Question 5

What is 'influencer marketing' and how has it changed fashion brand communication?

Accepted Answer

The strategy of partnering with social media content creators to organically reach their engaged audiences, replacing or supplementing traditional advertising with peer-recommendation-style content

Answer

Influencer marketing connects brands with social media creators who have built engaged audiences. Their content, designed to appear like genuine personal recommendation rather than advertising, generates brand awareness, product consideration, and direct sales at often superior ROI to traditional advertising.

Fashion Designer Practice Test

Fashion Designer Practice Test

Fashion Designer Fashion Business & Brand Management 2