MAGIC – Fashion & Apparel Trade Show

IMC recently attended the MAGIC trade show in Las Vegas and while the aisles we noticed the following:

• At this year’s show, Warner Bros. Consumer Products hosted a Superman spectacular. A dedicated Superman booth was located at the entrance of the Grand Lobby, showcasing apparel and accessories from key Superman licensees. In addition, the booth featured an amazing Superman photo opportunity for show attendees. Visitors had a once-in-a-lifetime opportunity to become part of the Superman lore by being photographed in a classic Superman comic book cover.
  
  
• Draven returned to MAGIC with a new collection of music and art-based footwear, featuring exclusive licenses with well-known bands Slipknot and Misfits.
  

Trendsetting fabrics aren’t just making news in apparel – they’re also stepping up the footwear market as well. For fall/winter 2006:

• Converse will feature new fabric styles, including, tweed, denim, corduroy, heavier canvas, metallic, and leather, as well as the “double-tongue” style.

• The innovative new brand Crocs Footwear will be showing their hot new Prima Model, featuring an exclusive lightweight material called Croslite.

• Wee Squeak for kids, which actually makes a fun squeak when the child walks.

It appears that having your name on an apparel/shoe line has become the litmus test to determine whether super celebrity status has been attained. A few examples from this year’s MAGIC Marketplace:

• Jessica Simpson unveiled her new shoe line.

• Supermodel Kathy Ireland unveiled the KI by Orioxi apparel line.

• Steve Harvey unveiled the Zanetti and Steve Harvey Collections.

• Fashionista and international jet-setter Nicky Hilton promoted her Chick By Nicky Hilton apparel line.

• Tina and Matthew Knowles showcase the new House of Dereon collection; the line is the brainchild of Destiny’s Child’s Beyonce Knowles and her mother, Tina.

There were more than 500 footwear resources for men, women and children merchandised in niche segments across the MAGIC Marketplace. Of those, Harley-Davidson Footwear and Chippewa Boot Co. take inspiration from the motorcycle industry, while Draven, Akademiks, Westmill Collection, T.U.K. draw heavily from street, music and art. And cross-market brands such as French Connection, Jessica Simpson, Modern Amusement, Tommy Bahama and Washington Shoe Company prove that footwear can walk the line with a fully integrated market.