Plenty of Buzz at MAGIC, Satellite Shows
LAS VEGAS—MAGIC’s Streetwear section was jumping. Project added a sister section and kept its cool. Pool bowed in its new location under the big top, and a little upstart show called United had everyone talking.
That was the scene when the massive MAGIC Marketplace opened its four-day run on Feb. 13 at the Las Vegas Convention Center.
In all, MAGIC organizers were upbeat. “This week’s MAGIC Marketplace has been a great success,” said Chris McCabe, vice president and general manager of Woodland Hills, Calif.–based MAGIC International, the parent company of the MAGIC Marketplace. He noted that the trade show keeps growing. It had more than 1,000 new exhibitors across men’s, women’s, kids’, accessories and footwear.
Everything seems to be growing. This is the second yearafter MAGIC bought the New York–based contemporary show Project Global Trade Show and Los Angeles–based contemporary streetwear show Pool.
Last August, Project hosted a larger-than-ever show in Las Vegas, and this season it topped itself with a women’s-only section in the adjoining hall at the Sands Expo & Convention Center. Although Project initially launched as a men’s contemporary show, last August several women’s lines appeared alongside men’s brands. This season’s show and its new section, which opened on Feb. 14, drew favorable reviews from exhibitors.
Project’s growth was well-balanced, according to Shaheen Sadeghi, owner of The Lab and The Camp specialty shopping centers in Costa Mesa, Calif. “MAGIC is too much of a smorgasbord. It’s street, hip-hop and surf. Project is big, but it has consistency in terms of the high level of labels here. If you’re a specialty boutique, this show covers it all.”
Still, there were plenty of streetwear brands at MAGIC singing the trade-show giant’s praises.
Los Angeles label Grn Apple Tree came back to the Streetwear section after being at Pool for several years. Designer Luis Pulido said he no longer thought Pool was the right place for the brand, and United is too small. “That only leaves Streetwear here at MAGIC.”
Los Angeles brand Obey was back at MAGIC for the second season in a row after trying its luck at other trade shows. Los Angeles–based streetwear line Cardboard Robot hedged its bets and showed in MAGIC’s Streetwear section and at newcomer United.
The new trade show, founded by Ryan Walker, the brother of Pool founder Ronda Walker, debuted at the Alexis Park Resort. The show featured more than 80 brands, including the popular jeans and sneaker brand Krew as well as Cardboard Robot, True Love False Idols and Blood is the New Black.
Show director Ryan Walker also left space for contemporary labels. In addition, the show featured accessories, footwear and jewelry. Walker said he wanted a wide selection of categories to keep the show from being pigeonholed. “It would be easy to let the show slip into just one category,” he said. “I don’t want that to happen. I want to make this show a one-stop shop. I want buyers to spend a full day here and write a full collection.”
Retailers reportedly browsing through the show included Metropark, Up Against the Wall and Fred Segal.
Meanwhile, Pool moved from the Mandalay Bay Convention Center to a massive tent across the street from the Las Vegas Convention Center.
Most exhibitors noted an uptick in attendance—with some estimating it was 50 percent higher than last August.
Show director Mindy Weiner credited the increased traffic to one thing. “Real estate tip No. 1: location,” she said.
Exhibitor Angelique Groh from Charm School Co-op said her initial fears about showing in the tent were assuaged when she saw the size of the space and the orderly layout of the show’s 400 exhibitors.
Multiple venues and categories
MAGIC, Pool, Project and United were just part of the trade-show scene in Las Vegas. Upscale men’s show The Exclusive moved to the first-floor hall of the Sands. The Venetian hotel also housed the ASAP Global Sourcing Show, the Off-Price Specialist Show and Accessories, The Show, as well as two new shows—Curvexpo, for lingerie and swim, and the E.C.O. Trade Show, for environmentally friendly apparel, textiles, home deacute;cor and other products.
Women’s Wear in Nevada, which caters to the misses and updated market, returned to the Rio Convention Center and opened a day before MAGIC. And new invitation- only mini show Fo Show Fo Sho bowed at the Alexis Park. Los Angeles–based swimwear show ISAM bowed for the first time in February at the Hilton Convention Center. The show joined the MAGIC lineup two years ago as an August- only show but expanded this season to a biannual schedule. Also at the Hilton were MAGIC’s accessories offerings. MAGIC’s Sourcing and Fabric section returned to the Las Vegas Convention Center with more exhibitors spread across a larger swath of the South Hall.
