The Business of MAGIC
MAGIC continues to be the resource for the apparel industry, including licensed apparel licensors and licensees, to close business that impacts consumers around the world.
For nearly 80 years, MAGIC has been the place for the fashion world to come together to do business.
Now comprised of eight shows (WWDMAGIC, FNPlatform, Sourcing at MAGIC, The Tents at Project, Project MVMNT, Project Mens/Wear, Pool and now ENKVegas), the bi-annual show has evolved into MAGIC Market Week, bringing together the international community of apparel, accessories and footwear professionals to preview trends, build business and shop fashion.
MAGIC's Past and Future
What began as a small guild of a handful of tailors operating out of the Palm Springs, Calif., region in 1933, has evolved to be the preeminent event to drive the fashion business. MAGIC directly impacts what consumers will be buying in the coming seasons, with roughly 70 percent of the fashion industry represented at the show and 85 percent of the top 50 retailers in attendance.
This year, the MAGIC Market Week is taking place Feb. 19-21 in Las Vegas, Nev., and is playing host to more than 5,000 brands, both established and emerging. New to WWDMAGIC this year are iconic brands such as Eileen Fisher and Catherine Malandrino, while brands including Free People, French Connection and BCBgeneration are returning.
Last year, MAGIC and its parent company Advanstar (also parent to
The other shows that comprise MAGIC Market Week are showing growth as well. FNPlatform, which touts more than 1,600 brands, is tracking growth of 25 percent, while Sourcing at MAGIC is expected to grow 25 percent in square-feet over 2012.
Adding to the value of the MAGIC experience is the recent acquisition of ENK International by Advanstar. ENK is best known for its leading fashion events such as Fashion Coterie, Intermezzo Collections, Accessorie Circuit and ENK Vegas. The purchase of ENK brings all of these events under the Advanstar/MAGIC umbrella, uniting the events as never before.
"Having ENK, MAGIC and Project within the same family of companies provides the fashion industry a choice of intimate and customized environments that satisfy their market needs," says Joe Loggia, chief executive officer, Advanstar. "This allows us to be more responsive to our customers as we work to coordinate dates and venues, which makes the process more valuable for exhibitors and retailers."
The deal, which was completed in January, will allow for most ENK properties to operate separately with the exception of folding footwear events WSA and Sole Commerce into Advanstar, along with ENKNYC and ENKVegas. Project Women's has become a part of ENK.
Also new to the Advanstar family is Tom Fazio, who was named president of Project and Menswear in October 2012. Fazio brings experience as former president of Simon Spurr, as the men's fashion director of Bergdorf Goodman and was vice president of men's collections at Calvin Klein.
"It's such an exciting time in menswear right now," says Fazio. "American designers need the support of an organization like ours to unify the market and outreach on their behalf. The opportunity to do so with Tom Florio is an extraordinary one."
As licensed apparel continues to grow year-over-year, brands are growing and expanding categories and product reach.