TIPS ON WORKING MAGIC

Byline: Nina Malkin

LOS ANGELES — While there’s no secret way to simplify the approach to any trade show, here are some pointers on negotiating the first WWD/MAGIC International.
Three rooms, totaling 200,000 square feet of floor space, have been dedicated to the women’s show. The largest room houses better, designer, bridge, contemporary, junior and denim. A second room hosts moderate, with a designated area for intimate apparel; and the third and smallest room is divided between accessories, active, swim and resort.
Since many retailers will have already set up advance appointments with the manufacturers they deal with on a regular basis, they should consider the first day of the four-day event as a way to scout new ideas.
“The first day is a shopping day,” said John Bernards, president and ceo of MAGIC International. “Walk the entire show, and if you see something you like, set up an appointment for later in the week.”
The show opens officially at 8 a.m. (retailers with appointments can enter at 7 a.m.) and closes at 6 p.m. — and an early start is recommended. Registration starts at 7:30 a.m. and can be time consuming. Bernards suggested that attendees consider preregistration for the next show or at least save their badges, which can be exchanged for new ones next time.
There are several options for getting to and from the show area. Shuttle bus service runs every ten minutes, taxis are readily available and there is ample parking for rental cars. The parking lot A area and the parking lot at the Landmark Hotel are most convenient to the women’s show, and shuttle service runs from the lots to the show.
Las Vegas hotels are featuring MAGIC-TV during the course of the show. A camera will be on the floor, so with a flip of the dial, attendees can view the registration area and the floors, plus a MAGIC-TV newscaster offers interviews and updates throughout the day, with special reports on hot lines.
A handy workbook is also provided for the women’s show, with a color-coded A-to-Z listing of manufacturers, a diagram of the floor plan, an agenda for scheduling appointments and information on various seminars and events. The workbook is translated into seven different languages (10 percent of the show’s registration is from overseas, with some 73 countries represented.)
People planning on attending the MAGIC fashion show should work it in around appointments. It is presented three times a day — 11 a.m., 1 p.m. and 3 p.m. Bear in mind that the half-hour fashion show includes both men’s and women’s apparel and takes place in the men’s area.
And if anyone loses their way, there are information counters, “You Are Here” signs and 20 roving “Ask Me” guides, five of whom will be in the women’s area.

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