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MAGIC in Las Vegas Supports Women, Youth Shoes and M-Commerce
01.03.2012 2471

MAGIC in Las Vegas Supports Women, Youth Shoes and M-Commerce

More than 1500 of thousands of shoe brands showed their collections at the international exhibition of clothes, shoes and accessories MAGIC marketplace, which took place on February 13-15 in Las Vegas.

Commercial potential, creative inspiration and communication are the three foundations on which MAGIC was created and operates. Now it is the main American platform for communication of clothing, footwear and accessories trade professionals, which is visited by over 10 thousand people every year and on which about 5000 brands are exhibited. 

MAGIC включает несколько экспозиций WWDMAGIC, FN PLATFORM, MENS/WEAR, STREET, S.L.A.T.E., POOLTRADESHOW, PROJECT и SOURCING at MAGIC. Почти все участники февральской выставки заявили, что кроме предварительно зарезервированных встреч у них было на стендах и много новых посетителей, пришедших «без звонка».

On average, the daily order at the exhibition reaches $ 200 million, the leading trend agencies WGSN, Doneger Creative Services, Pantone and Fashion Snoops conduct their seminars here, and orders are made by Bloomingsdales, Nordstrom and Zappos. 

This year, for the second time, Sterne Agee, one of the country's largest investment funds, joined the participants - he became a member of the discussion panel on changing consumer behavior. The participation of a company of this level is a significant fact for the exhibition. 

Shoes are presented in a separate exhibition of FN PLATFORM, discussion of commercial orders is organically supplemented by discussions during the business program. In February, the future of shoe retail was discussed by experts from national associations USRA, NSRA, Footwear News, top bloggers and top managers of companies, for example, Jim Salzano from Clarks and Rick Paterno from the Jones Group.

Обувная корпорация Analpa.inc показала на MAGIC коллекции молодежных марок KEDDO и BETSY. Впервые за 15 лет компания решила отказаться от участия в выставке WSA Show в Лас-Вегасе, переместившись на MAGIC Marketplace. Компания рассчитывала таким образом стать ближе к клиентам, и цель была достигнута – владельцы бутиков молодежной одежды активно заказывали для ассортимента и KEDDO, и BETSY. Многие клиенты увеличили заказ по сравнению с предыдущими сезонами. Заказы растут, потому что владельцам нужен эксклюзив, а молодежные марки Analpa.inc для американского рынка – это глоток свежего воздуха, сейчас большинство компаний, продающих молодежную обувь, - это зрелые сложившиеся бизнесы, их управляющим уже не интересно экспериментировать с дизайном, форматом, поиском подходов к покупателю. На этом фоне Analpa.inc выгодно отличается от них, внимание к ее маркам растет и потому, что молодежные европейские тренды она продает непривычно дешево, поэтому при общей стагнации рынка бизнес Analpa.inc стабильно растет.

FN PLATFORM по традиции стала спонсором проекта «Женщины в обувной индустрии» (Women In Footwear Industry, WIFI), идея которого принадлежит благотворительному фонду TwoTen Footwear Foundation, уже больше 70 лет работающему под девизом "shoepeople helping shoepeople”. Вдохновить, поддержать, научить - таковы и цели проекта WIFI. Начинающие и состоявшиеся, топ-менеджеры и дизайнеры, с каждым годом к проекту присоединяется все больше женщин. Если в 2009 году их было 12, то в 2011 - уже больше 600. 

In February, during FN PLATFORM, more than 100 women gathered to share their experiences of achieving goals, share tips, insights, personal stories, and answer questions about success, loss, inspiration, dreams and everyday strategies. Representatives of TOMS, Asics, Skechers, Shoe Dazzle, Charles David, Chinese Laundry and other companies shared their experiences. According to Rebecca Mink, a designer of vegan shoes under the MINK brand, she participates in WIFI for a sense of support and community. Fatima Jaafari, coordinator of Foot Petals, who supplies accessories for shoes, agrees with her: “Listening to how women like me talk about their successes, I understand that I myself can achieve a lot.”

Полноценная и масштабная панорама восходящих звезд в дизайне - это проект WWDMAGIC’s Emerging Designer Showcase. Проект спонсируется организацией Fashion Business Incorporated (FBI), в этом сезоне в нем участвовали 15 дизайнеров, показавшие свои идеи в самых разных областях - от дизайна сумок до купальников и вечерной одежды. 

A new WWDMAGIC initiative is the Buzz Boutique project, which is worth paying special attention to. This is a separate exhibition where participants and visitors could personally experience all the achievements of mobile commerce designed for fashion companies, updates for iPods, iPads and other mobile devices, shops on social networks, services for customers in social media - all new solutions, for which the future of trade.

According to Mike Elmgreen, director of development for the Handshake platform, the Buzz Boutique project will significantly save time for brands and protect them from mistakes when choosing M-Commerce technologies through careful selection of participants. In February, visitors to MAGIC received a detailed analysis of Volusion’s work technologies, which offer social media sales, SocialRadius, which provides social media promotion, as well as complete information about Google and eBay Fashion services.

More than 1500 of thousands of shoe brands showed their collections at the international exhibition of clothes, shoes and accessories MAGIC marketplace, which took place on February 13-15 in Las Vegas.
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