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When he moves back, will everyone else move back too?
This story first appeared in the May 27, 2009 issue of WWD. Subscribe Today.
That’s the question for the Advanstar Fashion Group, which revealed to WWD Tuesday that Christian Audigier — the juggernaut behind Ed Hardy and the competing When I Move You Move trade show — will bring his portfolio of brands to MAGIC this summer.
In a coup for the show, Ed Hardy and Audigier’s other rock ’n’ roll lifestyle brands, which include SMET, Crystal Rock and C-Bar-A, will take over 30,000 square feet of the space devoted to the premium market within MAGIC’s Central Hall.
“Christian’s brands are the perfect fit for our Premium at MAGIC floor and we are pleased to be working with them,” said Chris DeMoulin, MAGIC International president and executive vice president of Advanstar Fashion Group. The move marks the end of Audigier’s breakaway trade show launched last summer. Heavily promoted during Las Vegas market, When I Move You Move reportedly attracted some 7,000 registered retailers to its 200 booths and was the culmination of Audigier’s growing clout within the premium market.
According to reports at the time, Audigier created the show and decamped from Project, where he had exhibited for the previous three years, because his portfolio outgrew the event, also owned by Advanstar.
“We had great success with When I Move You Move, but once I saw what MAGIC was doing with the debut of Premium at MAGIC, I knew we could build something really special together,” Audigier said.
An Audigier executive added the economy did not prompt the closure of When I Move you Move. “Moving to MAGIC was not an economic decision,” said Jay Furrow, vice president of Christian Audigier Brand Management. “In Premium, MAGIC has created a platform that will allow us to market our brands the way we want to. That’s what we’ve been looking for in a trade show.”
Audigier’s presence at MAGIC will include a 10,000-square-foot runway area, 12,000 square feet for booths and an 8,000-square-foot VIP lounge. The environment will host fashion shows, celebrity performances and products from more than 80 licensees. Audigier will be showing both men’s and women’s apparel in the area, part of the MAGIC Man showcase located in the Las Vegas Convention Center’s Central Hall.
For MAGIC, the swap couldn’t come at a better time. Audigier’s successful brands will lend gravitas to the trade show’s fledgling Premium area, the showcase created last February that will also house exhibitors such as Stone Rose, Z Brand, Defiance and Roar.
“His participation at Premium is going to be as full-throttle as one would expect, so for us, yes, it confirms that the category is thriving and our show, in just its second outing, is a destination for premium brands and premium buyers everywhere,” DeMoulin added.
Audigier Brand Management said it has committed to MAGIC for at least two shows.