MAGIC Gets MySpace

MySpace.com, a favorite online networking portal among musicians, teens and singles, is expanding its presence at the MAGIC Marketplace in Las Vegas this month. “MySpace had a small presence in August 2005 and they are planning an expanded presence with a new lounge for February 2006—including DJs spinning, giveaways and a place to lounge,” said Camille Candella, MAGIC’s marketing director.

Located in MAGIC’s Streetwear section, the MySpace Lounge will be distinguished by a large, suspended banner and carpet. New and improved, the Lounge will promote select brands to the retailers and the Web portal will connect the brands directly to the consumer, organizers said. “In essence, we are able to connect these brands to the retailers serving this lifestyle segment and the actual end consumer,” Candella said.

The debut Lounge in 2005 featured 17 brands, including Stiletto Killers, reality TV star Kelly Osbourne’s line of punk princess clothing. At press time, 16 brands are set to exhibit in the Lounge this month, including Folter Clothing, Tough Luv Clothing, Waffo, Nemesis Clothing, Orisue, Ordinary Clothing and Skull Clothing. Additional brands are yet to be finalized. “This year, many participants are hosting their own sites on MySpace,” Candella said.

Fashion, it seems, is the portal’s newest focus. Already, hip boutiques such as Show Pony in Los Angeles’ Echo Park neighborhood and Steinberg & Sons, also in Los Angeles, have profiles and use MySpace to connect with friends and customers. Brands like Costa Mesa, Calif.–based contemporary surf line RVCA and Los Angeles–based accessories maker Han Cholo use the site to promote their apparel and develop a community around their product.

MAGIC is hoping to help other brands do the same thing. “MySpace has a huge lifestyle community and through their participation and alignment with MAGIC and our exhibitors, we are able to connect brands to retailers to end customers,” Candella said.

With more than 50 million registered users (and 180,000 new users joining daily), Myspace’s core demographic of 15- to 34-year-olds represents a dream audience for retailers and manufacturers alike. Retailers, brands and fans can join the online fashion scene at myspace.com/aplaceforfashion. —Erin Barajas