2007
Magic Trade Show…it is at least worth a visit
Posted by: Fashion06 in Promotion |
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I was just wondering how many people are going to be out at Magic this August 27-30. I received a package from them back in February or March…I don’t recall exactly when. Actually I am just looking over it today, because I didn’t plan on attending it until the clothing line I am working on is finished and ready to be relaunched.
After looking through the media outlet I figured I could attend for the sake of the blog and get some information on some of the new clothing lines presenting out at Magic this year…maybe talk to some business people about guest posting.
I was also remembering how most new clothing companies think that going out to Magic is the key to their success and then when they come back empty handed it kills their hopes. Magic is a great trade show by all means, but going out on your first time and thinking your going to have a book full of orders is more than far-fetched….I know firsthand their is some fierce competition in the apparel industry. With such a crowded venue you need to stick out in every way possible. Even if you don’t comeback with any orders the media attention is enough to build some buzz and networking can lead to future accounts, plus collaborating with another indie brand might be in store for the future. Just reading over the package going just to network and getting pressed up by the media is worth the trip.
Some of the top media outlets are covering Magic:
- ABC
- Access Hollywood
- Allure
- America Baby
- AOL
- Apparel Magazine
- Associated Press
- BDM
- Beutiful Decay
- Best Life
- BET
- Black Book
- Blueprint
- CBS
- CNN
- California Apparel News
- Complex (My favorite Magazine)
- Cookie
- Cosmo Girl!
- DNR
- E!
- Elle
- Entertainment Tonight
- Esquire
- Essence
- The FADER
- Footwear News
- FOX
- GQ
- MTV
- MAXIM
- Men’s Journal
- Men’s Vogue
- The New York Times
- The Oprah Magazine (Who wouldn’t want the attention of Oprah)
- Rolling Stone
- The Source
- Sportswear International
- URB
- US Weekly
- Vibe
- Vogue
- The Wall Street Journal
- WWD
- Wire Image
I didn’t post them all just the ones I was familiar with. I know for a fact that they pay attention to the smaller guys, because a friend of mine that runs a brand called Chilly-O picked up media attention and was featured on AllHipHopa news site with everything related to the Hip Hop music industry. If you don’t know AllHipHop website generates over 20 million pageviews per month…not too bad. I know any of us would like that exposure. So if you don’t leave with any orders make sure you are networking and making your clothing line known so next time your brand won’t be a stranger…it’s the least you could do.
Who is going to the August Magic convention? Who will be exhibiting or just visiting?
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Fred
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May 1st, 2007 at 10:49 pm
I’m going to definitely visit. I want to get a look around to get a feel for the setup, I certainly intend to do some networking and try to determine what the best course of action may be. Are there any recommendations you can give that could make the trip more productive than not?
May 1st, 2007 at 11:10 pm
I’ve attended the last 5 Magic tradeshows (Mostly for the parties
. If you are a new brand, make sure you attend the Magic Sourcing Fair during the same time. Its hard to get in if you don’t get all your paperwork to them though (ie, tax id , past receipts). But if you do get in, there are over 750 factories from all over the world representing there quality and techniques there. Having a media pass is a smart and fun way to enter the Magic Convention itself. I will be showcasing at the next Feburary convention. Also while you are at the Magic, make sure you check out the POOL Tradeshow down the street. It showcases smaller brands but is becoming a very popular tradeshow amongst retailers. Ceo… use your media pass to also get into the night time networking parties. You’ll meet a lot of no-names with a looooooooooot of pull. See ya’ll there, as always I will be staying at the MGM (I like their sportsbook lounge for gambling)
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May 2nd, 2007 at 7:18 am
I’ve attended the February 07 Magic Show as non-buyer with the intentions of meeting sourcers and getting a feel for the show. Prior to attending, I looked forward to exhibiting this August 07 but wanted to do my homework by attending the show first as a non-exhibitor. I wanted to see how booths were set up, what attracted me to certain booths, how orders were being placed, and seeing how I see my brand positioned there. After attending, I realized that exhibiting would not be best for my brand, initially. The atmosphere is extremely overwhelming with lots to see and hundreds of booths. The Streetwear scene is like a stripclub. People smoking, music, and chicks wearing barely nothing. I must say, it was hot! However, I have no idea of how people were conducting business in that atmosphere. The competition is very steep at the show and the big boys come out to play as evident by elaborate booth designs and layouts that cost thousands. I went to the show thinking I’d be cool with a nice 10′x10′ booth. Hell no! People will think your brand is a joke. It’s not appealing to anyone and people will just look and keep walking. I will say, 10′x10′ booths are more frequent in the Campground section which is Streetwear. Standing out is important. The minimum (depending on the business vision for your brand) should be at least 20′x20′, which is expensive. That’s a very adequate and competitive size compared to the competition. Not being a streetwear brand, I realized a needed a bigger and better booth. If you are not ready to exhibit, DON’T. A first impression is a lasting one especially at a Show with the caliber of Magic. You can literally tarnish your brand entirely with a poor show. In this business (though I’m new), its cut-throat, harsh and you may only have 1 chance. First impressions are beyond important. As for me, I totally changed focus of exhibiting for this Fall’s Show. My plan is to now focus my energies on being credible, generating more buzz and press, and gaining clout. There are a slew of brand there with ‘ok’ booths and pieces, with NO recognition, so at the show you’d naturally just look, say “that’s nice” and keep it moving. Other brands attempted to use props such as half naked chicks or exotic cars to lure people to a booth. To me, that’s sad! It shouldn’t take that for people to be interested and attracted to your brand. There are many benefits to a show like Magic but you really have to be ready. I received valuable information and contacts there. Most of my time was spent sourcing with overseas contractors. I met valuable leads that I have now established relationships with and are working with. The work of doing that is very tedious and time consuming. I spent 7 hours at the show from 7:30am-2ish and completed all my objectives. If you are attending the show as an exhibitor have objectives and plans. Make it a “business” trip. Think about your brand the whole time and imagine yourself there. Bring your notepads and pens and business cards. Have a clear agenda for why you are attending and go for it. As a non-exhibitor, it costs $100 for the badge if you pay early. I got alot more for my $100, believe me! Tons and tons of free valuable literature. I know I’m rambling and jumping from topic 2 topic but I highly recommend an start-up to attend the show 1st as a non-exhibitor, get a feel for the atmosphere and evaluate your presence there. Many are familiar with the oversaturated, soon-to-die, tattoo brand Ed Hardy. Prior to exhibiting at Magic, they spend ALOT of time, money, and energy generating buzz and press and recognition for the brand. They marketing was superb of course with the help of celebs. I read at their 1st Magic Show, they’re booth was so packed and crowded, buyers were writing out their own orders to place with the brand. That’s crazy! The buzz and press the garnered before the show caused that mayhem. I want my brand to have that effect. I’ve also read, many brands have appointments with various buyers already set-up well in advance before show. The have valuable leads that 9 times out of 10 are placing orders. Antik Denim exhibited in the August 2004 Magic TradeShow. From September 2004-December 2004, the company had sales of $365,000. Magic Tradeshow offers a wealth of potential for all of us, so be encouraged!
May 2nd, 2007 at 8:17 am
I think this qualifies as the longest comment ever on the Blog!…thanks Miz and welcome.
I read through your post…good stuff,but the two brands you name were already large or had huge names behind them so the press is already there and the orders are also…most brands cannot expect that kind of turnout from Magic unless they are well financed and have the marketing muscle to push for those kind of results. I definitely agree that you should attend all shows first before exhibiting…get a feel for the floor and which booths and halls turn out the most traffic.
by the way how did you find us?
May 2nd, 2007 at 10:26 am
MindTrix will Def. be in Vegas in August, We will be showing @ UNITED once again.
So if you do come out to Vegas, make sure to check out POOL and UNITED etc. as well.
There are about 6 different shows going at the same time as MAGIC. But UNITED is on a huge rise.
May 2nd, 2007 at 1:07 pm
I would like to visit if funds allow me to seeing that I’m launching my line June 1st
May 2nd, 2007 at 3:06 pm
I have no idea how I found you….don’t even remember…….glad I did tho……I sent you an email a minute ago…wanted your take on Raw Talent…..get back at me via email
May 2nd, 2007 at 3:13 pm
Meant to add……Ed Hardy and Antik Denim weren’t “huge” at the time they did Magic. That’s why i mentioned that in the post. Antik started in Fall 2004. The celebrity buzz and press was attracted prior to the show that warranted such a huge success at Magic. The same with Ed Hardy. The cred and buzz was so high their success was just as grand. I mentioned those to the show the effects of credibility prior to exhibiting.
May 3rd, 2007 at 2:57 pm
Ed Hardy is from the same folks as Von Dutch.
That is why they blew up @ MAGIC the first time they showed there.
May 3rd, 2007 at 5:01 pm
Thanks mindtrix…I have explained that before.Christian Audigier..that he is a famous designer…anything he gets behind is going to blow…just like his new self titled clothing line.
August 20th, 2007 at 10:21 am
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