MAGIC to Hold Shows Under One Roof at LVCC
MAGIC International will hold all its shows under one roof in August. The Woodland Hills, Calif.–based trade show producer recently announced that it will move its women’s show, WWDMAGIC, to the Las Vegas Convention Center, the site of MAGIC’s other shows.
The 9-year-old women’s show has been held since 1998 at the Sands Expo & Convention Center, several miles away from the LVCC. Buyers, exhibitors and press have used taxis and free shuttles to travel between the two venues.
Two years ago, the LVCC expanded, creating the South Hall, where MAGIC hosts its Streetwear and Boardsports sections, as well as The Edge. The exhibition space at the LVCC later grew from 1.3 million square feet to 2 million square feet.
WWDMAGIC, which took up more than 200,000 net square feet of the total 555,000 square feet available on the second floor of the Sands, will now join the other MAGIC shows—the men’s show, MAGIC; the alternative show, The Edge; the childrenswear show, MAGIC Kids; the sourcing show, The Sourcing Zone; and the fabric show, Fabric@MAGIC— at the LVCC.
The company has not yet finalized the placement of WWDMAGIC, according to MAGIC Marketing Director Camille Candella, who said MAGIC will begin floor planning once it receives the exhibitors’ contracts.
Although MAGIC’s exhibitors at the LVCC have showed predominantly menswear, some women’s lines have showed there, as well. Companies with both men’s and women’s labels have often showed their women’s lines in men’s booths at the LVCC. More women’s lines moved into the LVCC when The Edge, which includes both men’s and women’s brands, moved into the South Hall.
“With the entire marketplace under one roof, all of our exhibitors are now encouraged to bring all of their collections to the show—regardless of the show in which they are contracted,” Candella said. “It is the decision of each company to determine which marketing strategy works best for their business.”
In addition, Candella said the single venue will enable multi-line exhibitors to showcase a “family of businesses” in one location.
Large companies with both men’s and women’s lines have typically done just that, opting to show all their brands in one booth at the LVCC.
Dick Baker, chief executive officer of Irvine, Calif.–based Ocean Pacific Apparel Corp., said the consolidation is probably more convenient for retailers, but his strategy has always been to show all his collections in one place.
“Our choice has always been to leave it corporate,” he said. “We felt it was better to have the management of our retailers get a snapshot overview of all our brands.”
Crossover opportunities
The move to consolidate was prompted, not by attendance or exhibition space, but by requests from buyers, according to Candella.
“This new format was created for the attendees,” she said. “This is what they want, and we are very excited to deliver this in August.”
The consolidated floor plans will likely benefit retailers with multiple merchandise categories. “More than 62 percent of attending buyers are crossover, meaning they are shopping multiple markets: men’s, women’s and kids,” Candella said.
In the past, these buyers had to shuttle between venues or coordinate their shopping schedules by building. “Given that more than half of our buyers are crossover, a one-venue format gives them more efficient use of time with less time wasted traveling between venues, resulting in more time used conducting business,” Candella said.
Many longtime exhibitors said the move will be a welcome change for their retail buyers.
“I think consolidating the shows is a very, very good idea,” said Alex Berenson, president of Los Angeles–based KikWear Industries, which has shown its KikWear men’s line alongside its women’s labels, KikGirl and Glitz, in the Streetwear section of the LVCC. “MAGIC is a tremendous show. However, the problem has been it’s gotten so big it makes it difficult for retailers to see their normal vendors and to shop for new lines.”
Drew Bernstein, owner of Los Angeles–based Lip Service, agreed. Bernstein showed his rock ’n’ roll–inspired men’s and women’s apparel at the LVCC for a few seasons before MAGIC launched The Edge. When The Edge moved from the Sands to the LVCC, Lip Service moved with it.
“It’s a good idea, it’s good for business,” Bernstein said. “Buyers always complain about the time and distance and that their feet hurt.”
Traffic rebound
Attendance at MAGIC has hovered below 100,000 since 2001, when business was booming. Attendance has climbed in recent seasons as the economy has begun to recover.
The just-concluded February show drew 90,000 attendees, according to show organizers.
“We are very pleased that attendance has increased over the last several shows,” Candella said. “This is not only reflected in greater traffic on the show floor but indicates a positive rebound in the apparel industry.”
Candella said the increase in attendance at the February 2004 show is particularly encouraging given the consolidation of retail stores and staff in recent years. Attendance now reflects a broader range of retailers and more-qualified buyers, she added. “MAGIC has dedicated itself to a more rigid verification process to increase the quality of buyers and trade that are admitted into the show,” she said.
