The MAGIC Touch
August show promises novelty, innovation
Buyers and attendees heading to Las Vegas for the Aug. 25–28 run of MAGIC International can expect to cover a lot of ground—nearly 900,000 square feet of it.
MAGIC International’s retail team laid its groundwork for the show during the past year, said media relations spokeswoman Ernae Mothershed.
“We have a very aggressive retail relations department that will visit more than 6,000 stores this year,” she said. “I don’t think anyone can compete with that.”
Still, the event’s four shows—MAGIC (menswear), WWDMAGIC (junior, contemporary and misses), MAGIC Kids and The Edge (alternative apparel and accessories)— have been attracting competitors hoping to tap into MAGIC International’s attendance of nearly 100,000.
The new shows are much smaller than the massive MAGIC International, and each targets a specific niche within the apparel industry. They include Westcoast Exclusive, the upscale menswear show at the Rio All-Suite Hotel & Casino; Women’s Wear in Nevada, the upscale misses show also at the Rio; Pool, the young men’s and contemporary show at the Alexis Park Resort; the ASAP Global Sourcing Show at the Las Vegas Convention Center; and the International Swimwear and Apparel Market, bowing at the Mandalay Bay Resort & Casino.
Still, MAGIC International remains the central event covering all aspects of the apparel industry under one MAGIC banner and two roofs—MAGIC, The Edge and MAGIC Kids are held at the Las Vegas Convention Center, and WWDMAGIC is held at the Sands Expo & Convention Center.
This season will see the return of the Sourcing Zone, an area launched last February for contract manufacturers and private-label sourcing. The show will be held at the Las Vegas Convention Center and will feature approximately 275 exhibitors from around the world. MAGIC International is also launching Fabric@MAGIC, a resource for retailers and manufacturers looking for fabric suppliers that will be held near the Sourcing Zone.
This year exhibitors at MAGIC International will take up approximately 900,000 square feet of booth space, about the same amount of room the organization’s last few shows occupied.
Mothershed said most returning exhibitors are leasing the same number of square feet as they had previously, but this time many are boosting their branding and marketing efforts.
“We’re really seeing a turnaround with a lot of our exhibitors,” Mothershed said. “You can see it with the level of sponsorships on the floor show, the number of events and the way people are taking the time to do those special things that will distinguish themselves from their competitors.”
On the show floor, MAGIC International is launching subcategories and bolstering some of the smaller categories at the August show.
“We’re constantly trying to stay on the cusp of what’s going on in the industry and bringing in new resources,” Mothershed said. “I can’t stress enough that [bringing in new resources] is essential to have a successful marketplace.” Sponsorships and promotions are up 30 percent over the last show, she reported.
Alternative-lifestyles apparel, which will show at The Edge in the South Hall of the Las Vegas Convention Center, will feature the most change, according to Mothershed.
“It’s an incredibly growing and popular area of the show floor,” she noted. The show’s rave- and Gothlifestyle clothing, she added, have grown from being a component of the show to being its focus, with constant music playing and “a different vibe” from the rest of the trade show.
MAGIC International is also developing a subcategory of The Edge and the Streetwear sections called Contemporary Street, “which has a lot of young emerging designers who have influence not just from music but from art,” explained Mothershed.
The Swim, Resort and Contemporary sections will feature many new exhibitors, and the Accessories and Gift area is undergoing strong growth, said Mothershed.
“We’re seeing a lot more interest in aromatherapy and gift items because it’s an important market for a lot of smaller boutiques who try to use the show as a one-stopshopping spot,” she said.
Returning for the second time this year, after a four-year hiatus, are the men’s fashion shows. A 25- minute show will highlight a selection of the approximately 1,700 men’s clothing exhibitors and will subsequently be available in video format to key retailers.
The men’s fashion shows will be held Aug. 25–27 at noon, 2 p.m. and 4 p.m., and on Aug. 28 at noon.
Another men’s fashion show is scheduled for Aug. 26 at 2:30 p.m. and will feature the debut of actor Jackie Chan’s new clothing line JC by Jackie Chan.
Over at the Sands, the women’s fashion shows will be held Aug. 25–27 at 11 a.m., 1 p.m. and 3 p.m., and on Aug. 28 at 11 a.m.
The children’s fashion shows will be held Aug. 25–28 at 10 a.m. in the Las Vegas Convention Center.
The trade show will also feature numerous seminars, including “New Marketing to a New Generation,” “The Business and Law of the Fashion Industry” and “The Latina Connection.” For a complete list of seminars, visit www.magiconline.com.
The Gipsy Kings will kick off the opening-night party, benefiting Childrens Hospital Los Angeles, on Aug. 25th at the Hard Rock Hotel & Casino. —Christian M. Chensvold
