Masque Fabulous, Fun and Fashionable Successful fashion retailing requires the definition and establishment of a buying relationship that connects the store to its customers. The positioning and look for Masque were developed around the idea that contemporary retail is as much about entertainment as about products. Masque breaks with traditional retail, by seeking to identify local and regional designers before they become household names, and by producing clothing and jewelry under its own label to supplements an eclectic collection.