Capsule Collection
A small, tightly focused collection (fewer styles, strong cohesion) designed to be worn interchangeably — lower risk and inventory commitment than a full seasonal collection.
Drop
A smaller, more frequent product release replacing traditional two-season retail calendars — associated with streetwear and hype-driven brands, but increasingly adopted more broadly.
Sell-In
See Runway & Shows — the wholesale order-taking stage between brand and retail buyer.
Sell-Out
The rate and volume at which a retailer actually sells product to end consumers, as opposed to sell-in (what the retailer ordered) — the number that determines reorders.
Wholesale
Selling product in bulk to retailers, who then sell to consumers at a marked-up retail price.
Retail
Selling product directly to end consumers, at full margin, whether through owned stores, e-commerce, or department store concessions.
Direct-to-Consumer (DTC)
A business model selling directly to consumers without wholesale intermediaries — higher margin per unit, but full responsibility for demand forecasting and marketing.
Private Label
Product manufactured by one company but sold under a retailer's own brand name, with no manufacturer branding visible.
White Label
Similar to private label — a generic product manufactured by one company and rebranded by multiple different retailers/brands.
Line Sheet
A compact sales document listing every style in a collection with core order details (price, colorway, sizing) — built for buyers to place orders quickly.
Lookbook
A curated set of styled photographs presenting a collection's looks and story — marketing/sales support material, not a technical or order document.
Purchase Order (PO)
The formal order document a buyer issues to a supplier, specifying styles, quantities, prices, and delivery dates — the contractual basis of a wholesale transaction.
MOQ (Minimum Order Quantity)
The smallest quantity a supplier will accept for an order (per style, per fabric, per color) — a critical constraint for small brands and capsule collections, since it can force higher inventory commitment than sales justify.
Lead Time
The total time between placing an order and receiving finished goods — includes sourcing, sampling, approval, production, and shipping, and is where a critical path either holds or breaks.
Markup
The amount added to a product's cost to set its selling price, usually expressed as a multiplier (2.5x cost) or percentage.
Margin
The percentage of the selling price that remains as profit after costs — easily confused with markup, since the two produce different numbers from the same costs.
SKU (Stock Keeping Unit)
A unique code identifying a specific product variant (style + color + size), the base unit for inventory tracking.
Merchandising
Planning what products to buy or produce, in what quantities, and how to present them for sale — bridges design, buying, and retail strategy.
Sourcing
The process of identifying and securing suppliers for fabric, trims, and manufacturing — a skill set distinct from, but tightly linked to, technical development.
Trend Forecasting
Research and analysis predicting upcoming color, fabric, and style directions, used to inform collection development months to years ahead of the selling season.
Brand Heritage
The historical narrative, values, and track record a brand has built over time — an intangible asset that factors into pricing power and customer loyalty, especially for legacy houses.
Licensing
An agreement allowing another company to produce and sell products under a brand's name in exchange for royalties — common for categories (fragrance, eyewear) outside a fashion house's core competency.