This season, the Fall 2010 collections in Los Angeles are expected cluster around Market Week, which takes place March 19-22 in downtown Los Angeles. In this economy, we think this is a smart move for LA: running high-profile fashion events concurrently with showroom and trade show appointments concentrates the schedule and helps buyers and press make the most of their time.
Those brands which are opting out of the runway/circus–while missing the moment to create electricity, buzz and great visuals–can still opt in for more intimate presentations and conversations during Market.
We expect to see a certain number of late additions and the usual “schedule bleed” as designers and producers choose dates for their events before and after this key time frame in an effort to earn more dedicated attention. But we also expect that those who do concentrate their efforts during the Fashion Week time frame will see the greatest number of new faces and, therefore, new opportunities for business and promotion.
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