MAGIC Market Week Up in Attendance, Square Footage and Buyers on 1 Million-plus Net Sq. Ft. Showfloor

August 26, 2014

MAGIC Market Week brought the passion for fashion Aug. 19-21 to the Las Vegas Convention Center and Mandalay Bay Convention Center.

Advanstar Global’s biannual trade show is comprised of 10shows that cover everything from apparel to swimwear and footwear. This summer’s event spanned a little more than 1 million net square feet, showcased about 5,000 exhibitors and attracted about 70,000 attendees.

“We’re up from February across the board in attendance and square footage,” said Christopher Griffin, president of WWDMAGIC and Sourcing. “We’re also up in the high-single to low-double digits in buyers on the floor.”

Griffin attributed the strong numbers to the apparel industry feeling optimistic about the fourth quarter and the upcoming holiday season. But there’s also been a lot of work done by the show to keep those numbers up.

“We’ve been spending a lot of time in Europe and Japan promoting our brand,” Griffin said. Last July, WWDMAGIC shared a booth with Project at Japan Fashion week.

Now, the show sports a growing Japanese contingent. The show’s presence at Prêt à Porter Paris and Who’s Next was instrumental in scoring relationships with Bestseller, one of top European fast fashion retailers.

“Working with a foreign brand is a risk for a boutique, but people have a thirst for newness,” Griffin said. “There’s cache in saying this is a line from Tokyo.”

European and Asian brands see the U.S. market in rebound mode, and Griffin said he expects their numbers to continue growing at MAGIC. “We’re at 80/20 right now, but I see us moving towards 70/30 in the next two years across all categories,” he said.

The allure is not so much their exhibit square footage, but the international flare that they bring to the show, piquing buyers’ interest and making the show a place “where the world comes together.”

At Sourcing, the attention is shifting away from China and on to other regions, as brands continue to diversify their supply chains and look for near-shoring and “Made in USA” opportunities.

“This show we’ve got 30 booths from Mexico, compared to three at the last show,” Griffin said. Indonesia and Vietnam, among others, had pavilions.

Andean Community countries, including Colombia and Peru, had a strong floor presence and also were represented on several panels. Ethiopia and Kenya exhibited for the first time.

For February 2015, Griffin said he hopes to get a North Carolina pavilion to showcase the state’s textile industry at Sourcing. He also hopes to grow the machinery part of Sourcing, considering the demand for high-tech equipment by domestic manufacturers.

When asked about whether the shows are eyeing the additional square footage that will soon be available at Mandalay Bay Convention Center, Griffin said, “We’d love to take advantage of it. If it does expand, it will be nice for us to have options.”

Griffin’s strategy to market at foreign shows had a direct impact on the first-time exhibitor Baltic Sewing from Kaunus, Lithuania.

“We saw a commercial about Sourcing at Première Vision in Paris and decided to test it out this year,” said Marketing Director Kestutis Pauza. The company has been working mainly with European designers but is hoping the show will help them break into the U.S. market.

Attendee Michael Cooper with Clothes Expressions in Florida was gearing up for the busy winter season. As his wife was scouting accessories, he was making his way through country club women’s fashions.

“We’re having a very good show,” he said. “But it would have been easier if all sportswear brands were in one place.”

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact