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Defining Moments: MAGIC’s Going Global

In spite of what the Venetian and Paris casinos would have us believe, the Vegas trade shows tend to be a domestic affair—but not this year.

Appeared In
Special Issue
WWD Men's Collections issue 03/16/2009

In spite of what the Venetian and Paris casinos would have us believe, the Vegas trade shows tend to be a domestic affair—but not this year. Last month a battalion of premium, directional brands from Europe descended on MAGIC to make their U.S. trade show debuts. Hoon imported hip and luxurious outerwear from Paris; Bassike unveiled designer jersey basics from Australia, and Stansfield offered a British take on workwear. The brands, which were housed in their own section with gleaming white booths, had little or no U.S. distribution going in. “There’s a real taste for workwear in the U.S.,” said Dominic Stansfi eld, the creative head for his eponymous line of men’s wear. “This show was really about getting our foot in the door.”

For MAGIC, the little United Nations made a clear statement about its plans to bring premium and designer brands back into the fold, both homegrown and international alike. “I think such premium brands have to think globally and have an international outlook if they are really going to capitalize on the business opportunity that exists,” said Raoul Shah, chief executive of Exposure, the London-based creative agency that helped bring the brands to MAGIC. “There is clearly an appetite for these brands to be represented in the U.S.”


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