MAGIC is preparing to make its Asian debut.
The trade show, now owned by UBM plc, is partnering with JFW-International Fashion Fair, Japan’s longest running, twice-yearly trade show, to create IFF MAGIC Japan.
The first edition of the show will be held April 26-28, 2017 at the Tokyo Big Sight exhibition center, during Japan Fashion Week.
Under the terms of the deal, MAGIC will oversee the look and feel of the new show, which will be “re-imagined and remerchandised” with “new brands laid out in easy-to-navigate fashion neighborhoods,” to make it more accessible for both retailers and exhibitors.
IFF MAGIC Japan will also include newly developed social media initiatives and marketing strategies as well as show-floor activations.
“Fashion is a truly global industry, and we are thrilled for MAGIC’s upcoming expansion into the Japan market in partnership with JFW International Fashion Fair, and UBM Japan,” said Chris DeMoulin, managing director of fashion for UBM Americas. “Our combined expertise will not only help IFF MAGIC Japan evolve quickly to meet the dynamic needs of the Japanese market, but will provide a new platform for UBM Fashion’s global customer base to find new business partners and brands in Japan as well.”
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He added that the show currently caters to Japanese and international men’s and women’s brands and “that will remain the same. We anticipate over time that many of our U.S. customers will have an interest in exhibiting at IFF MAGIC Japan, but that will not be our initial focus.”
Japan is the third-largest fashion market in the world after the U.S. and Europe. This will mark the country’s first truly international trade show for the fashion industry, according to UBM.
The show will showcase Japanese fashion brands and designers as well as companies from around the world.
JFW-International Fashion Fair is organized by Senken Shimbun Co. Ltd., publisher of Senken Shimbun, the Japanese-language daily newspaper for the fashion industry, and an English version called The Senken, which is published quarterly.
MAGIC is held in Las Vegas every February and August. The next edition will be Aug. 15-17.
The deal to launch a MAGIC show in Tokyo comes only a few days after UBM’s U.S. division revealed that it had acquired Business Journals Inc. for $69 million in cash. The deal brings together UBM’s shows, including WWDMAGIC, Project and Coterie, with BJI’s consortium of events. These include MRket, AccessoriesTheShow, EDIT, Fame, Moda and Stitch.