Fashion Week: The Runway Factor

Mercedes-Benz Fashion Week, which features the fall collections of more than 200 designers, begins Friday at Bryant Park in Manhattan. The event, organized by IMG Fashion, is one of the largest in the $780 billion global fashion industry. Editors, photographers, buyers and celebrities will be under the tents for eight days to scrutinize trend-defining runway looks.

While industry insiders have already made their predictions, (high-waisted skirts, pumps and opaque tights) designers know a runway hit can lead to a profitable season, an Oscar-worthy gown or more importantly, praise from Anna Wintour. Designers must show an entire collection, usually 25 to 45 looks, in approximately 15 minutes and make a lasting impression on the influential audience.

The fashion public relations and production firm People's Revolution will be producing 15 shows this season, the most of any company in New York. Location, models, stylists and lighting designers contribute to the exorbitant costs associated with putting together a large-scale fashion show. Rock and Rupublic, a designer jeans company and Think PR client, will be spending $2.5 million this season on production.

Fashion week veterans Diane von Furstenberg and Oscar de la Renta can afford to show at the coveted tent complex, but many emerging designers show at rented spaces throughout New York City. Up-and-coming companies often benefit from corporate sponsorships, such Lexus-sponsored designers Linda Loudermilk, Thakoon and Rodarte. Despite high costs, memorable shows lead to a large amount of press, possible store openings and increased sales when products hit stores this summer.