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MAGIC Takes a Modern Approach to February 2009 Marketplace
Thinking outside the booth will have a whole new meaning at MAGIC, the world's largest fashion trade event, beginning with its February 2009 season.
By: Anthony Manglicmot
"We realize that this is a pivotal time in our industry," said Chris DeMoulin, President of MAGIC International and Executive Vice-President, Advanstar Fashion Group. "Categories are evolving, trends are changing and our clients are looking to MAGIC for a new approach to their business needs. We've assembled an amazing team and listened to invaluable feedback from our customers, and the result is a strategy we believe in. There has never been a more exciting time to be a part of The MAGIC Marketplace."
Forever the constant through the industry's many incarnations, MAGIC's plan is three-fold and begins on the ground floor, focusing on category segmentation, strategic navigation, and a modern aesthetic that reflects the evolution of the industry overall. The effort is at once a response to the overwhelming demands of retailers and exhibitors and an innovative leap towards a redefinition of the traditional tradeshow experience.
Part one is the repositioning of Project Global Tradeshow and an effort to circle back to its roots. The new PROJECT will feature a juried assortment of Advanced directional brands, combining the best of the best in men's, women's and accessories. Come February, PROJECT will debut in a new location, The Mandalay Bay Convention Center, with a reinterpreted and clearly defined vision that allows buyers to effectively source new trends, identify market leaders and shop the show floor in an intimate environment, more reminiscent of the show's early beginnings.
Acknowledging the thriving Premium market, MAGIC MAN will launch PREMIUM AT MAGIC, expanding its existing product assortment so that buyers will be able to maximize their time and resources as they canvas the full spectrum of menswear, in one new space, fit for the categories.
The task of creating this modern, streamlined environment, that allows exhibitors to shine and enables buyers to make the most of their time, has been given to Kramer Design Group, one of the fashion industry's most accomplished design and branding firms. An industry favorite, Kramer Design Group has created modern, functional dynamic spaces, showrooms, retail flagships and more for the world's top brands, including Calvin Klein, Michael Kors, Kenneth Cole and Donna Karan.
The Kramer Design Group, working in conjunction with MAGIC's in-house team, will bring a fresh, new approach to Central Hall with a modern city plan that reinterprets the MAGIC booth system. The exclusive design offers cost-effective techniques and solutions, optimal visual merchandising opportunities, and a fashion-forward mindset to MAGIC's ever-evolving portfolio of exhibitors, and will undoubtedly add to an unparalleled tradeshow experience.
MAGIC MAN will also debut an exclusive contingency of international menswear brands, a custom designed runway experience and a select group of like-minded lounges and galleries, all contributing to the new flavor and texture of the hall. The launch of PREMIUM at MAGIC will tie into the momentum and buzz still emanating from the successful 2008 debut of new platforms such as S.L.A.T.E., a progressive streetwear show, and ECOllections, the largest assortment of brands dedicated to sustainability in the marketplace today.
It is this constant commitment to staying ahead of the industry curve, dialed into consumer trends and supportive of all aspects of the business that truly makes MAGIC fashion's ultimate prerequisite, an unbelievable 75 years and counting.
The February 2009 MAGIC marketplace will run from February 17-19 and PROJECT will take place from February 18-20; for more information, please visit http://www.MAGIConline.com.
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