On the accessories floor, brands like Lockheart, Brighton and Junior Drake are making Texas-sized waves.  Meanwhile nearby at The FIG, a new concept in contemporary gallery space, LA-based showrooms like Theresa Matthew Studio, Kristi Harris Sales and newcomer Select Showroom lead the Lonestar fashion pack with hometown labels like Single, unisex jeweler Renee Garvey and mens tees from California Rising.  They’re serving up a vibrant mix of  Hollywood-inspired lifestyle apparel and buyers are loving it.  After all, director Shelli Mers has just announced 100% occupancy of The FIG with an impressive 31 of 46 permanent showrooms leased to California brands and approximately 90% of temporary spaces representing West Coast cool.

The message is dramatic and unmistakable. West Coast style has become a global trend phenomenon, influencing fashionistas worldwide and contributing significant revenue to retail communities at every major trade event – including Dallas Market Week.

Heading back to the newly launched W Hotel, a tempting esplanade of chic restaurants, boutique shopping and a cavernous apparel coop catches my eye.  Here cutting edge womens brands like Cynthia Vincent, Todd Magill for Wyeth and Graham & Spencer showcase their flirty California style.  There’s even a miniature putting green on the mezzanine level to keep machosexual husbands entertained.

Gen X urbanites from the surrounding planned communities shop til the evening hours, snapping up the latest denim, sexy dresses and chic leathergoods created by West Coast tastemakers. They’re influenced by our distinctive red carpet style, a rockstar playlist of high and low underscored by sexy silhouettes and effortless proportion.  California brands are setting the trends from Dallas to Dubai.

How does your company leverage the West Coast trend phenomenon?  Do you know what makes your brand distinctive?  How can you stand out in the crowded retail environment and influence style in the global economy?  Understanding marketplace trends and consumer shifts is the key to impacting change ahead of the curve.  It’s what defines leading edge fashion labels and drives consumer desire.  When the next uber hip apparel coop is designed, will your line be on the must-have list?

If you’d like to leverage the West Coast trend phenomenon and utilize LA style to grow your global brand, let’s talk.  After all, we’re a California company too and committed to supporting the success of our local talent.

By Debra Stevenson of The Skyline Studios

The Skyline Studios provides creative insight and trend direction to global giants, niche market players, international  media and leading forecast services.  To learn more, email Debra Stevenson at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or read the blog at www.trendagitator.com

First Published 6/14/07