What is market week in fashion?
A concentrated period when brands present new collections to wholesale buyers through showrooms, trade shows and appointments in a fashion hub.
In short
Market week is a defined period in which fashion brands open their showrooms and exhibit at trade shows so that wholesale buyers can review upcoming collections. It is the peak of the seasonal selling cycle, when much of the pre-order business is discussed, written or prepared.
How does it work in practice?
Each season has its market weeks, usually timed several months ahead of delivery. Brands book showroom space or trade show stands, prepare sales samples, line sheets and price lists, and schedule buyer appointments in tight slots. Buyers move between showrooms in a city over a few days, often with a pre-planned budget from open-to-buy. Orders may be written on the spot or finalised afterwards through a digital ordering tool.
Why does it matter for fashion businesses?
Market week concentrates commercial decisions into a short window, so preparation drives results. A brand that arrives with clear assortments, accurate pricing and available sizes can capture more budget before competitors. For buyers, it is the moment to negotiate terms, compare brands side by side and spot trends early. Missing a market week can mean missing a season with a key account.
How is AI changing it?
AI supports market week planning and follow-up. Models suggest personalised assortments for each account before the appointment, based on past sell-through and store profile. During the week, digital showrooms capture buyer interest and draft orders, and analytics show early style performance across accounts so brands can adjust production estimates. After the event, AI-generated summaries help sales teams prioritise follow-ups.
Common pitfalls
- Treating market week as the only touchpoint instead of part of a longer selling cycle.
- Overbooking appointments so buyers feel rushed.
- Samples that do not reflect final colours or prices.
- Poor capture of buyer feedback, which is lost once the week ends.
Frequently asked questions
When are fashion market weeks held?
Market weeks are tied to the seasonal calendar and usually take place several months before goods are delivered to stores. Exact dates vary by city, segment and trade show organiser.
Is market week the same as fashion week?
No. Fashion week focuses on runway shows and media, while market week centres on the commercial side of selling collections to wholesale buyers. The two often overlap in timing and location.
