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MAGIC Moving to Three-Day Format

MAGIC will convert to a three-day show beginning with its August edition.

NEW YORK — It’s a done deal. MAGIC will convert to a three-day show beginning with its August edition.

The decision, which comes on the heels of the organization’s fall show — which kicks off its final four-day run next Tuesday at the Las Vegas Convention Center — came as a result of a grassroots effort by exhibitors to shorten the show.

Project and Pool, sister shows also owned by MAGIC’s parent, Advanstar, as well as the WWDMAGIC, MAGIC kids and Sourcing at MAGIC, will also run for three days.

“We are responding to our customers, and this decision was based on their requests,” said Chris DeMoulin, executive vice-president of Advanstar’s Fashion Group and President of MAGIC International. “We are committed to delivering the most dynamic fashion trade experience with the most powerful buying and selling environment. Both exhibitors and buyers told us that a three-day show would allow for a more cost-efficient, time-sensitive and effective use of their resources.”

As reported on Oct. 29, Fred Stollmack, president of Weatherprooof Garment Co., led a group of manufacturers in lobbying MAGIC to reduce the length of its show. Reached by phone, Stollmack said: “I think it’s a great thing, and a long time coming. Exhibitors and retailers alike will be thrilled with the news. And I’m pleased that Weatherproof was instrumental in the decision.”

Stollmack added: “I salute MAGIC for being very responsive to the wishes of some of its key exhibitors.”

In a statement from MAGIC, the group said it had “surveyed customers from across the marketplace and found that a majority believed that the most desirable show length was three days.”

“We continue to invest tremendous resources to attract the top retailers, designers and manufacturers worldwide,” said DeMoulin. “As the leading tradeshow, we are committed to continually evolving the products and services we provide to earn our position as the world’s foremost fashion marketplace.”

The August show will run from Aug. 25-27 from 8 a.m. to 6 p.m. each day.