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FASHION INDUSTRY NEWS
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The Spectrum and Fashion Island host Style Week O.C.

The fourth annual Orange County fashion event kicks off this Friday.

By Karly BarkerPublished: September 28, 2011 10:15 AM

The fourth annual Style Week Orange County (SWOC) is set to kick off this Friday at the Irvine Spectrum Center, and for the first time, the Irvine Company is taking the event to Fashion Island. Organizers of SWOC say adding the second retail destination will expand upon the successful event.

“This will enable us to showcase an even wider variety of designers and trends as we highlight the best of the fashion season available at these two unique destinations,” Laura Davis, senior marketing director for Regional Centers at Irvine Company, told OC Metro. “We’re reaching a broader audience and spotlighting the best of fall fashion, from OC’s surf and action sports brands, to top designers and celebrity favorites.”

Organizers say the week-long event, which starts Friday, Sept. 30 and runs through Oct. 8, provides a boost to the local fashion industry. Each year SWOC retailers are experiencing a 5 percent increase over the previous year, according to Davis.

“Our stores have indicated they have experienced increases in both sales and traffic during SWOC, some citing ‘a substantial double digit increase,’” said Davis. “In addition, we have had some stores report that Style Week provides their best sales numbers outside of Christmas [season]…It drives sales during a time when there is a slow down of retail shopping between back to school and holiday.”

This year’s stylish occasion will include fashion shows, designer appearances, in-store events and a food festival, among other features. Celebrity appearances will include TV personality Mario Lopez, top designers Rachel Roy and David Meister, celebrity chef Jamie Gwen and celebrity stylist Taylor Jacobson.

In addition to the traditional fashion shows and functions, organizers are expanding SWOC by adding dining industry events. With five new restaurants opening at the Irvine Spectrum this fall, Davis says it is the perfect way to introduce dining concepts to consumers.

“Because dining is as much of the OC lifestyle as fashion, we’re debuting Restaurant Rave at Irvine Spectrum Center this year,” said Davis. “The event will add another noteworthy component to Style Week Orange County by bringing award-winning cuisine directly to our savvy customers and broadening the celebration’s appeal for both fashionistas and foodies.”


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