When Is the Best Time to Approach Fashion Buyers?
Introduction
If you’re preparing to wholesale your collection, one of the biggest questions is when to approach fashion buyers. Timing your pitch correctly can make the difference between getting stocked or getting ignored — especially in a fast-moving, seasonal industry.
At Fashion Antidote, we work closely with independent designers and brands, helping them connect with the right buyers and platforms. This guide shares the optimal windows to contact buyers across the main categories — including lingerie, ready-to-wear, accessories, and seasonless fashion.
Fashion Buying Calendar by Category
Womenswear & Menswear
Ready-to-wear (RTW) typically follows two main buying seasons:
Spring/Summer (SS)
Approach buyers: August – October (year before)
Delivery window: January – March
Perfect for resortwear, dresses, tailoring, warm-weather staples
Autumn/Winter (AW)
Approach buyers: January – March
Delivery window: July – September
Think outerwear, knitwear, layering, partywear
Tip: Offer pre-collections or exclusives earlier — especially for luxury stockists.
Lingerie & Intimates
Lingerie buying cycles are slightly more flexible but still align with SS and AW:
Spring/Summer
Pitching window: January – March
Delivery: May – July
Autumn/Winter
Pitching window: May – July
Delivery: October – December
💡 Don't forget special capsule opportunities:
Valentine’s Day: pitch by July/August
Bridal or gifting sets: pitch 6–9 months in advance
Accessories (Jewellery, Bags, Footwear)
Accessories follow the RTW schedule but may allow tighter production timelines.
Spring/Summer Accessories
Pitch: September – November
Deliver: February – April
Autumn/Winter Accessories
Pitch: February – April
Deliver: August – October
Gifting collections (e.g., Christmas or Valentine’s): start outreach in May/June
Seasonless, Sustainable, or Made-to-Order Brands
If your brand isn’t seasonal (e.g., made-to-order lingerie, upcycled fashion), you still need to respect the retail buyer’s workflow.
Best approach times:
– April – May (post AW buying)
– Late August – September (before fashion weeks)Focus on:
– Clear lead times
– Flexible delivery
– Brand story and production ethics
❌ When Not to Approach Buyers
Some periods are notoriously bad for first-time outreach:
Mid-late August: many European buyers are away
Late December: buyers are focused on Christmas trade
During fashion/trade show weeks: too busy to respond unless you’ve pre-arranged
Align Your Pitch With Trade Shows & Market Weeks
Even if you’re not showing, aligning your approach with key fashion trade fairs means buyers are in the mindset to discover new brands.
Key shows to watch:
January – February: Paris Fashion Week (AW) / Salon de la Lingerie
June – July: Men’s and resort shows (SS)
September – October: Paris Fashion Week (SS), Première Classe accessories
Final Thoughts: Planning Your Wholesale Success
Reaching out to buyers at the right time — with a clear pitch, line sheet, and delivery info — is one of the smartest ways to increase your chance of securing stockists.
Need help creating a wholesale strategy or perfecting your buyer outreach?
At Fashion Antidote, we help emerging fashion and lingerie brands connect with the right retail and media partners while staying true to their vision.