Tyler Talks Fashion: What It’s Like to Attend Market Week in New York
By Tyler Martin
Everyone knows about New York Fashion Week, but did you know that there’s another series of fashion events that happens at the same time that’s just as important? It’s called Market Week, and it’s where buyers for boutiques and department stores go to see, feel and order the same clothes shown on the runway. How do I know? Because this month, I got to go.
People who are new to fashion may not realize how many roles exist in the industry beyond designers. A single brand can employ hundreds of people, from PR reps and social media coordinators to wholesale assistants, sales directors and buyers. I attended this recent Market Week with Kristi Smith, owner of the multi-brand women’s boutique Sweet William, located outside of Chicago. During Market Week, brands ranging from Staud to Brunello Cucinelli fill showrooms with their new collections, and I got to accompany Smith for her full schedule of buying appointments, sitting in on her meetings with account executives from multiple brands.
For Smith, the goal with every meeting was to determine whether the collections would appeal to her customers. “It’s important to get to know the customer, to know their taste, their events and their lifestyle,” she told me. “You will learn that fashion isn’t only about selling clothes, but how you make people feel while wearing them and the connections that fashion creates.”
When you walk into a buying appointment, you’re greeted by an account executive who introduces the collection. They share key inspiration points and highlight standout items. For example, at Proenza Schouler, the account executive emphasized the influence of new creative director Rachel Scott on the collection. Sometimes it’s as simple as pointing out a recurring floral print. This concept helps buyers frame the collection before making their selections. “This special insight on the upcoming trends is such an insider benefit,” says Smith. “It helps us know how our customers are going to respond to the clothes.”
After the introduction, the account executive gives the buying team an empty rack, and from there, it’s all about shopping. Some items jump off the hanger because they’re must-haves, while others need to be seen on a model. There are always models available at the showrooms to showcase any garment you request them to put on. Models play a crucial role, showing how pieces actually move and flatter the body.
The customer focus is especially crucial for smaller boutiques like Sweet William. Throughout the appointments, Smith often mentioned specific clients, noting, “I know so and so would wear this.” With an intimate understanding of her clientele’s age range, lifestyle, and preferences, she could narrow down selections like a true master. As she explained, “you need to be familiar with the area you’re in, the age demographics,” she says, adding that the opportunity “to buy with specific customers in mind is exhilarating.”
Because I attended in September, we were viewing Spring 2026 collections – pieces that will arrive in stores next February or March. The process felt both futuristic and immediate, as decisions we made in the showroom months ahead will eventually shape what customers discover on the racks of the boutique.
For me, as a college student studying fashion, Market Week opened my eyes to the wide array of career paths in the industry. From account executives and wholesale directors to models and boutique buyers, so many people play a role in shaping the clothing we eventually see in stores. Smith offered advice for anyone interested in pursuing this path: “Go for it! I know the first move is scary, but if you don’t take that step out of your comfort zone, it’s hard to move forward. It’s okay to be scared.” Market Week was more than just a peek into new collections. It was educational in how collaborative, personal, and customer-driven fashion is.
