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MAGIC February Marketplace BLOG

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February 24, 2019

Highlights From MAGIC February 2019 | Uniting Fashion and Communities

Posted at 6:25 AM

UBM Fashion’s biggest event of the year happened this February in Las Vegas. If you weren’t there, you missed out on tens of thousands of buyers, educational seminars, and performances by world famous artists. The success of MAGIC will only be magnified this August, when we unite on a singular campus to form ONE MAGIC. Read on to learn about the reason behind the move and how UBM is continuing its investment in your company’s successes. 

thousands of brands and retailers showed up to MAGIC in February to celebrate Fashion



Tens of thousands of buyers showed up to the first MAGIC Las Vegas show of the season to write orders, fill their shelves and learn from industry experts while having some fun along the way. In addition to a highly curated floorplan that optimized the non-stop foot traffic, the MAGIC team created numerous events throughout the 3-day show that brought both retailers and brands closer together. Their relationship has never been stronger because MAGIC simplifies the complications of the buying process by providing personalized shows for each category of fashion. MAGIC places their exhibiting brands in the section of the show where they feel the brand would excel in. Take Maceoo for example, “We had a great spot that merged the identity of the brand between N:OW and MRket at PROJECT. We got 102 clients in one day and opened 28 new accounts. 102 clients in one day?! I lost my voice yesterday. We’re just killing it!” exclaimed Mehdi Raad, owner and designer at Maceoo. The detailed placement of brands allows buyers to find the right clothes that fit their style.  


UBM Fashion’s biggest event of the year brought together buyers from every corner of the globe, each searching for that unique and fresh style to showcase in their stores. One brand that has realized MAGIC’s reach and quality of buyers is BRAX, a veteran of the show, “You have retailers from around the world that come to MAGIC. We got buyers from Canada coming to us with 120 stores, we have a meeting to set up for another huge deal with people that we wouldn’t have seen if we didn’t come to the show.”says Rene Christopher, BRAX’s executive account manager. Elite stores like Barney’s, Nordstrom, Urban Outfitters, Dillard’s, and Free People were at MAGIC buying and filling their store shelves (and virtual ones) with exclusive collections of men, women and children’s clothing, shoes and accessories. 


Read on to learn about what went down at MAGIC and learn all about our big move to a singular campus at the Las Vegas Convention Center (LVCC) this August 2019!


Exciting Events and Happenings On The Show Floor

brands and retailers attended concerts, happy hours and seminars at MAGIC to be educated and have some fun

The Talk Of The Show

“Doing N:OW you can feel the energy, everybody’s in the same business like a community. The energy here with the music and being by the stage, even the panels you gave are really creative, it brought a little extra element to your guys’ show.Leverage | Gee Dela Cruz, Head of Marketing 


“The show gets better and better every year. The programming, the amenities, the social talks and networking events that go on. It was really cool how everyone was talking and hanging out and we met some cool people.”

Sales Representative from Teaspressa


The main reason why so many decide to come to MAGIC twice a year is because it’s where the fashion industry connects, communicates and conducts commerce on a larger scale than anywhere else. But MAGIC cares more than just your debits and credits and filling out line sheets; they care about your business’s internal growth and personal ROI’s. By holding events like panels from industry experts, concerts, happy hours and free product giveaways, companies going to MAGIC return smarter, happier, and richer! It’s about the experience which MAGIC provides that keep its people coming back for more. Below are some of the events that took place at MAGIC this February.


Countless educational seminars were presented throughout the show to teach its audience about the ever-changing fashion landscape. Talks about new age trends, transitioning to digital, and selling to the younger cohorts were among the topic from prominent companies and influencers like Complex, Highsnobiety, WGSN, and Raven Symoné. Crowds gathered to learn and ask questions about important facts and lessons on their malleable industry. One forum titled “How To Build A Brand That Millennials Love” spoke on where, how, and why the younger generation’s buy. Speaker Lizzie Eisenberg from Afterpay talked about how “millennials are more scared of credit card debt than they are of dying” while explaining why they’re different from their parent’s generation of buyers. 


What are the three components of a good party? Food, music, and libations; MAGIC had all three.  Retailers and exhibitors got a chance to relax from the chaos of commerce to have a drink and some food everyday located throughout each show for a more laid back form of networking. During and after each day of work, everyone got to enjoy concerts from well established artists both on the show floor and in Mandalay Convention Center’s (MBCC) premiere party venue LIGHT nightclub, where world famous rapper A$AP Ferg captivated the crowd well into the early hours of the morning at the PROJECT Party sponsored by Champion. The UK’s Jacob Banks and actress/singer Ashely Tisdale sang soulful melodies in both the MBCC and Las Vegas Convention Center respectively. 


Sustainability has been a main point of focus that the fashion industry has adhered to over the past several years and MAGIC wanted to highlight just a fraction of their brands who go the extra mile to be green. Down the main aisle of PROJECT WOMENS sat the Conscious Fashion Campaign display which showcased collections from brands who address the United Nation’s Sustainable Development goals. "The UN's campaign is dedicated to advancing fashion innovators that are addressing the world's most pressing issues. Here at MAGIC we get to unveil brands from all over the world to drive the needle towards conscious consumerism." says Kerry Bannigan who heads the Conscious Fashion Campaign for the UN. It gave retailers a chance to learn which booths were changing the world and taught some exhibitors how to reduce their carbon footprint a little bit more.



The People’s Perception 

That’s the best decision I’ve ever heard in my entire life. From a buyers’ perspective, it’s the smartest move that any show could make. They will love you for it, the traffic for everyone will be up, brands will be happy. Period.”

 NIFTY GENIUS | James Costa, Creative Director


“ I think everybody is excited about it. For us we have our footwear booth in LVCC and we’ve been talking about how to get it all together and this is a great opportunity for us to host it all under one roof and not waste the customer’s time.” 

 LACOSTE | Jeff Wheeler VP of Wholesale


Beginning in August 2019, MAGIC will be hosted under one roof, in one home, as one collective in the Las Vegas Convention Center. The decision to unify MAGIC was made to increase connectivity, cooperation and opportunity for its customers. Logistically, this means a shift from two venues to one. Fundamentally, it’s a new perspective and a sharpened commitment to building a singular, powerful experience for our entire industry.


Unifying two marketplaces means heavier foot traffic and less time wasted for both buyers and exhibitors alike. “We actually have 3 booths at MAGIC and sending people to FN PLATFORM in LVCC takes up a lot of the day for us, so that would actually be ideal” says Jacqueline Brophy, national accounts manager at Joules, right after she got wind of the news of the big move. Many retailers shop both venues and many exhibitors either have booths at both or shop at SOURCING to buy their materials. Commuting back and forth can be a time consumer and the decision to be able to relinquish that aspect of the show was an easy one for MAGIC. 


Informa is committed to reigniting the MAGIC ecosystem by investing in new experiences on the show floor, additional educational programs, year-round micro-events and initiatives that foster more business for our customers. The LVCC is also committed to improving their facilities by investing $860 million into an expansion and complete renovation, creating a state-of-the-art facility, which will make it the 2nd largest convention center in the world. 


In August, by investing more into the app we launched this February, ONE MAGIC will be fully mobile-supported, fully interlinked and equipped with best-in-class event technology. The MAGIC Las Vegas mobile app enables buyers to seamlessly navigate the new venue, locate relevant brands or products across all shows, and includes a convenient digital concierge service. Other features, such as matchmaking and expedited event entry complete the full complement of service enhancements customers can expect within the all-new mobile solution.



Read up on more show highlights below:

CALIFORNIA APPAREL NEWS: Conscious Fashion and Emerging Brands Reign at PROJECT WOMEN’S

CALIFORNIA APPAREL NEWS: THE TENTS Attracts Major Buyers to the Boutique-Style Show

DAILYMAIL.COM: Rachel McCord Puts on a Leggy Display a Flirty Tulle LBD as She Attends Glittering Influencer Event in Las Vegas

DIGITAL JOURNAL: Rachel McCord to Discuss Spring Fashion Trends for her Appearance at LAMO & Speaking Engagement at WWDMAGIC

E! ONLINE: Party Pics: Las Vegas

ET ONLINE: Must See Celeb Sightings

FOOTWEAR NEWS:  MAGIC’s Shows Are Coming Together Under One Roof at the Las Vegas Convention Center

LAS VEGAS REVIEW JOURNAL: Beehive of Beautiful People Lends Buzz to Opening Day

LAS VEGAS REVIEW JOURNAL: Las Vegas Apparel Industry Gets Attention at MAGIC show

OK MAGAZINE: Celebrities Spotted Out and About – Week of February 8th

SOURCING JOURNAL: New Footwear Brands to Watch for Fall 2019

SOURCING JOURNAL: Fashion Snoops Reveals Forecast for Spring 2020’s Hottest Trends

WWD: MAGIC to Reunite Shows at Expanded Las Vegas Convention Center