Heat lexicon · Global
Cross-market codes that travel—trade press, maison calendars, multi-edition titles.
18 terms
Heat / viral
Attention density: search, social, show coverage, celebrity proximity.
Organic growth
Sales change at constant exchange rates / comparable perimeter.
APAC ex-Japan
Often a soft-landing zone for China + regional travel retail nuance.
Comps / like-for-like
Same-store or comparable network performance.
Must-have / it-bag
Editorial urgency language; signals desire narrative.
Held up / relative strength
Outperformed a weak category—even if absolute growth is soft.
Queue / scarcity
Demand theater: waiting as brand proof.
Sell-through
How fast inventory converts—wholesale or retail depending on context.
Narrative / story
The editable thesis media repeats (era, muse, city, conflict).
Hainan / travel retail
Duty-free and travel channels often move differently from street boutiques.
Guidance / outlook
Forward comment from management—often more market-moving than the quarter itself.
Wholesale vs retail
Channel split: wholesale can move before consumer sell-out is visible.
Gifting season
Calendar heat around festivals—CNY, Diwali, Eid, year-end.
Local currency / FX
Growth stated in local money vs group reporting currency.
Casting heat
Face and agency chatter as a proxy for cool—not revenue.
Couture calendar heat
Attention timed to Paris haute couture week—image density, not wholesale comps.
Italian leather narrative
Craft, district, and “made in Italy” language used to explain bag / shoe heat.
Paris appointment / maison beat
Creative-director news treated as a market event around the French maisons.