MAGIC is planning an overhaul of its Men’s area for August.
This story first appeared in the May 21, 2009 issue of WWD. Subscribe Today.
Men’s, usually home to classification manufacturers and traditional sportswear brands, will sport a revamped format, expanded booth options and the addition of contemporary brands to the vendor mix.
“We’ve been thinking about the Men’s floor and we wanted it to be remerchandised,” said Chris DeMoulin, president of MAGIC International and executive vice president of parent company Advanstar Fashion Group. “We want it to look like a great store.”
And not an old-school haberdashery either. Just as modern consumers buy from both contemporary and traditional brands, the new Men’s showcase will include a more diverse range of exhibitors, the company said. Come August, DKNY, Nicole Farhi and Nautica will join long-time exhibitors such as Peerless Clothing and Weatherproof Garment Co.
“From a merchandising standpoint, there will be a more contemporary feel,” DeMoulin added.
That feel will be realized in part by a new format marked by a large central aisle, which DeMoulin said will allow a clear view of the entire showcase. Large booths, which obstruct the flow and sightlines, will be located around the area’s perimeter.
“It’s going to be more open so that buyers can see where things are,” DeMoulin added.
The move comes after MAGIC instituted a raft of changes for its winter show, including a new premium showcase and an area for international brands. DeMoulin explained that updating the trade show is key to its continued relevance.
“This is a dynamic industry and our show should be changing all the time,” he said. “We should have at least four [changes] to talk about every season. As soon as some trend starts happening in the marketplace, we will find a place for it on our floor.”
This is the second major announcement MAGIC has made in the last month. Last week, the show named Jon Kapelson, of the specialty retail chain Kaps, as its first vice president of men’s wear.
In addition to the new format for its Men’s showcase, MAGIC will also a wider selection of modular booths that are designed to give the show a cleaner, more modern look.