MAGIC Men’s is getting a facelift.
Starting with the August edition, the section of the trade show that has been operating under that name for the past several years will be renamed The Collective. It will focus on heritage brands, young men’s, lifestyle-driven labels and licensed categories.
MAGIC — which was an acronym for Men’s Apparel Guild in California — was the original name of the men’s wear trade show that has grown to become the world’s largest fashion marketplace, encompassing men’s and women’s apparel and footwear, accessories and manufacturing. Together, the behemoth is known as MAGIC Marketplace and includes Project, WWDMAGIC, FN Platform, Pool Tradeshow and Sourcing at MAGIC.
“We’re reimagining our heritage business,” said Tommy Fazio, who was recently elevated to president of men’s for UBM Advanstar, MAGIC’s owner. “Over the years, MAGIC Men’s has dwindled into a collection of brands that didn’t mean a lot. It was a mish-mash with no focus. Now, I’ve turned my personal attention to the merchandising.”
Fazio said the name, The Collective, was derived from the Designers’ Collective, a strong trade show owned by ENK, which Advanstar purchased in 2012. After the acquisition, Advanstar made the decision to absorb all of ENK’s men’s wear brands into the Project show. In August, ENK’s women’s brands will be merged into Project and renamed Project Women’s.
“The Collective was a great show,” Fazio said. “We were going to call it Designers’ Collective, but not all the brands are designer labels, so we went with The Collective.”
He said The Collective will be located adjacent to Project in the Mandalay Bay Convention Center, which is being expanded. “So The Collective will have a whole new pavilion,” he said. “It will have a new look and feel and will help the brands and retailers connect more easily.” He said that will include “new booth packaging, wider aisles and better lighting.” The Club 34 VIP lounge is also being given a “facelift” and will be more centrally located. “We will give each area an aspirational feel that is more youthful.”
Fazio said 385 brands have already signed on to participate in the inaugural edition and he expects that number to increase by August. “We’re estimating there will be in the low 400s in The Collective,” he said.
Among the brands that will be featured are U.S. Polo Assn., Realtree and London Fog.
At the same time, The Collective will revive its booth awards where a panel from the retail, consulting and trend-forecasting industries will select the best booths in the categories of traditional men, young men’s and licensing.
MAGIC Marketplace will be held Aug. 17 to 19.
In other MAGIC news, Nike confirmed market reports that is would relocate its City Specialty Retailer Summit to the Mandalay Bay Convention Center, adjacent to Project and part of the MAGIC Marketplace. The relocation will take place in August 2015 and run through at least February 2017, a Nike spokeswoman said.
Nike had previously shown at another venue not affiliated with the trade shows.
“The meeting is being [re]located to provide a more efficient and productive shopping experience for the retailers who attend both the Nike event and MAGIC, and to provide Nike access to MAGIC¹s enhanced meeting, hotel and event facilities,” the company said.