Monday, September 18, 2023
We are in the middle of the fashion week season. You might be enjoying following your favorite brands’ new collections and perhaps you think this is a glamorous event of the industry where people just sit to watch the latest collections, but it’s not exactly like that.
Even though nowadays fashion weeks partly function as a marketing tool as they are attended by influencers and celebrities, the original scope of fashion shows is to present the new collection to the fashion industry, particularly retail buyers and the press.
Retail buyers attend shows to discover the new collection and then place their orders and decide what pieces of the new collection they want to stock in stores for the next season. The timeframe during which buyers place their orders is technically called Market Week.
Buyers visit the showrooms and offices of the brands where there is a team explaining the new collection so buyers can make their purchase decisions supported, in addition, by their previous analysis of the market and customers conducted beforehand.
Market Week is a hectic but essential period in the fashion industry