Magic Marketplace Brings Opportunities For Fashion Names Both Big And Small

On February 17th - 19th, 2009, the fashion industry once again meets for its bi-annual fashion trade event at the MAGIC Marketplace, Las Vegas. With a diverse mix of 4,000 companies, 5,000 brands and 20,000 product lines, buyers spanning single boutiques to international retail chains attend the Marketplace to see a comprehensive range of apparel and accessories in MAGIC for men, WWDMAGIC for women, MAGIC kids for children, and Sourcing at MAGIC. During the three-day event, designers of all these lines hope to successfully develop international working relationships with buyers from around the world.

Held every February and August, the MAGIC Marketplace includes both large retail chains and small boutiques. Returning loyal big name brands include: Macy's Dillard's, Target, Walmart, Kmart, Sears, Kohl's and J.C. Penney. Small companies with big appeal include Miami-based new underwear producer, Alenver Inc. Alenver debuted its collection at the August 2008 Market place with rave reviews from attendees and members of the press. Buyers and media alike responded positively to Alenver's innovative underwear concept, which utilizes unique colors and metallic gold and silver to print motivating messages on the wide elastic of underwear and bras. The surprise of the messages is that they are reversed - allowing the wearer only, to see the true message in the mirror. Current messages include gorgeous, respect, no fear, love, money, bitch, die for 305, and fucker. This concept has taken underwear to a new level as underwear accessory. Members of the television, radio and print media gave a warm welcome to the new collection. Ryan Watts, a TV2 Innovative Cable TV star was highly impressed and proposed representing the collection for the three stores he represents in Los Angeles. Fashion Nation Network and Jelly Radio filmed and interviewed the exhibitors. Christopher Boykin from MTV's Rob & Big and the Tapout crew posed for photographs and gave their support. Danny Trejo visited the exhibit and honored Alenver with his recognition. As a result of the Marketplace, Alenver successfully developed international working relationships with buyers from four continents. This is an exceptional result for a first time exhibitor and shows the opportunities available even for smaller fashion companies at the MAGIC Marketplace. Alenver Inc. returns in February, displaying in the Junior Contemporary category at stand # JR11722 surely in hopes of continuing its worldwide business relationships.

Described as "an incubator of fashion", where new trends surface and develop into what will be seen on consumers, the Marketplace has built its stature in the fashion industry on a history of expanding associations. Beginning in 1933, The Men's Wear Manufacturers of Los Angeles was founded by manufacturers in the Los Angeles area. The group produced its first show, The Roundup in Palm Springs, in 1942, launching market weeks for the industry. The shows added boys wear in 1946 and brought its MAGIC name to the forefront with a group name change to Men's Apparel Guild in California in 1948. MAGIC welcomed international manufacturers to its annual show in 1979 and within ten years, had outgrown its Los Angeles space and relocated to Las Vegas. Women's wear was added to the event in 1995 in WWDMAGIC, as the Marketplace partnered with the fashion trade publication Women's Wear Daily. Children's wear was launched in 1997 as MAGIC kids with the purchase of the Children's Trade Expo. Sourcing for design, fabric and trim manufacturers, studios and services was introduced at MAGIC in 2003, and has become the largest apparel sourcing event in North America. Most recently, additional venues for accessories, swimwear, streetwear, lingerie and environmentally friendly and sustainable fashion were launched each year from 2005 to 2008.

MAGIC Marketplace 2009, continues its growth and leadership role in the business of fashion with the addition of MAGIA at MAGIC, dedicated to the Hispanic and Latin American market. Representing more than 45 million people in the United States, this growing demographic will be addressed by retailers, buyers and marketers at the marketplace. An additional new section at this year's February show is PREMIUM at MAGIC, focusing on high-end and contemporary men's and women's collections.

Business relationships are important for all entities in the design and fashion industry. In the competitive field of fashion, and especially during difficult financial times, those relationships take on a huge significance when it comes to promoting fashion products. Manufacturers, designers and buyers alike will be looking to the positive results and associations that can come from participation and attendance at the 2009 February MAGIC Marketplace.