California Apparel News

Going into the MAGIC Marketplace, the largest of the legion of shows that have invaded Las Vegas, exhibitors and retailers expressed trepidation at what they would find on the show floor. From the sluggish economy to stagnant retail sales and a weak August market in Los Angeles, there was plenty to fret about. Still, buyers and exhibitors focused on maximizing business.

“Everyone is scared, and traffic is down,” said Albert Han of Los Angeles–based Cecico, a maker of young contemporary, knits and activewear for women. “The first day, it felt like everyone was walking around, eyeing and comparing prices. Everyone is being more careful with their buys,” he said, but added that Cecico’s wide range of offerings and competitive prices kept orders coming in for everything from Immediates through Spring. The key to success in this market, Han said, is offering the right look at the best price point. Earning the most buys were trendy Fall styles, including ruffled mini-dresses and clean, feminine pieces, wholesaling for $20 to $30.

While no clear trend emerged from the show floor, “it” pieces that have been performing well at retail kept buyers motivated. At Miss Closet’s booth, buyers zeroed in on sheer blouses and dresses in vintage-inspired ditsy flower and hippie prints while bypassing the similarly priced satin numbers. Maxi dresses, blazers and jeans in skinny, wide-leg and tattered incarnations were also targets.

“Buyers are buying closer in, and we are working with that,” said Jason Yi, a sales manager for Los Angeles–based Miss Me, which offers denim and sportswear in contemporary and young-contemporary categories. To accommodate increasingly cautious buyers, Miss Me’s four brands brought offerings from Immediates to Holiday and Spring. “We have a very loyal customer who has come to depend on us, and as long as the garment justifies the price, they buy.”

Staples were also checking on the floor of MAGIC’s women’s section, WWDMAGIC, but price played a major role in how buyers wrote. At Tresics, basic T-shirts and more trendy fashion T-shirts earned buys. “Basics never go out of the picture, no matter what the economic factors are,” said Andrea Astuto, the brand’s New York rep. “We haven’t skipped a beat, but our prices have helped. We’re not as expensive [as other T-shirt brands], so while buyers are being more price-oriented, they can shop with us without breaking the bank.”

The menswear side of the MAGIC Marketplace seemed more subdued but saw some newness. One notable difference was the absence of Platform, the contemporary showcase that has become a destination for buyers looking for edgier fashions and premium denim. In its stead, MAGIC organizers offered S.L.A.T.E., a new lifestyle show-within-a-show, and a smattering of conversation pits, mini-golf sites and a race-car installation. While the streetwear section saw business as usual—celebrity sightings, massive booths and a party atmosphere—S.L.A.T.E. acted as a more business-friendly oasis for buyers on the hunt for up-and-coming street-, skate- and surf-tinged brands. Represented were mainstays including Stuuml;ssy, Obey and Cardboard Robot, as well as more-premium lines such as Farmer Jeans, Quiksilver Limited and Hurley’s new upmarket collection.

The International Swimwear /Activewear Market returned to the MAGIC Marketplace after being absent from the show floor in February. Held in the Hilton Convention Center, ISAM saw renewed vigor on the show floor. More than 65 companies—including mainstays such as Raj Manufacturing, Perry Ellis International, Manhattan Beachwear and Bluewater Design Group—brought their swimwear to Las Vegas. Brenda West, executive vice president of sales and merchandising at Manhattan Beachwear, gave the show excellent reviews. “We had more than 150 appointments—more than at the show last year—and saw lots of specialty stores and sporting-goods stores that we don’t see anywhere else,” she said. “It’s an excellent show.” —Erin Barajas