US fashion tradeshow Magic is the latest physical event to have been cut from the industry’s calendar this year given the continued uncertainty around international travel and border restrictions related to the coronavirus pandemic.
Magic, which includes the sourcing and supply chain event Sourcing at Magic, draws an audience of international and domestic retailers, brands, media, and industry influencers. The fashion wholesale tradeshow was due to take place at the Las Vegas Convention Center on 30 September-2 October but was cancelled by organisers Informa Markets Fashion on Friday afternoon (10 July).
The team will instead refocus its efforts on the newly launched digital trade event, which is scheduled to open on 1 September and run through 1 November.
With the offering of a comprehensive and centralised digital trade platform, Informa Markets Fashion says brands and retailers will benefit from an inclusive, location-free opportunity to connect and conduct commerce – bridging the gap created by the continued uncertainty of travel restrictions and health and safety concerns.
The digital trade event, one of the largest digital marketplaces for fashion wholesale, marks an initial step forward within a much larger, future-facing plan of collaborative physical and digital events for the fashion wholesale industry, it adds.
“Based on our discussions with partners and stakeholders surrounding health, safety, and travel concerns across the country, cancelling our late September Las Vegas event, while disappointing, is the best path forward for our fashion community,” explains Nancy Walsh, president of Informa Markets Fashion. “Current climate aside, re-evaluating, re-adjusting, and continually maturing our business model has always been part of our company ethos. Our digital trade event is a natural and necessary first step in revolutionising and innovating our business in a time that is primed for digital opportunity and outlets.”
Magic’s digital marketplace will feature new and known brands across women’s, men’s and children’s apparel, accessories, and footwear, along with educational programming and seminars.
“From the very beginning of planning a digital component to our events, back in early 2020, we have been diligently taking strides forward to ensure a meaningful product was developed for our community. We have had our finger on the pulse of our industry and we have learned so much from our customers, partners, and community in the past few days, weeks, and months – their needs, wants, and hopes – which allows us to more confidently step forward this year and then further enhance our business into a dynamic and hybrid future in 2021,” adds Kelly Helfman, president of Magic.
Last month, Informa Markets Fashion announced the launch of a new sourcing and supply chain specific digital trade event under its Sourcing at Magic and Footwear Sourcing banners.
A raft of trade shows and fairs have been cancelled or postponed on the back of health and travel concerns related to Covid-19. For many organisers it has been a chance to offer a digital alternative to the physical shows such as the Apparel Textile Sourcing Virtual (ATSV) show and Kingpins24.