MAGIC 2012 – Las Vegas
Our recent trip to Las Vegas was prompted by the hosting of MAGIC, the premier fashion sourcing trade show in the U.S. We decided to attend to see if we could find some new suppliers of finished goods as well as yard goods and notions for our own production.
The registration process was a bit confusing and we got so many emails it was hard to keep everything straight. Once we arrived, we were directed to three different locations for on-site registration, none of which turned out to be correct. We finally found someone who was able to confirm the badges we were sent were correct even though they were not for the program for which we had registered.
The scale of this event was beyond what we could have imagined. There were two locations, The Las Vegas Convention Center and the Mandalay Bay Convention Center, each hosting multiple halls of merchandise (both finished goods and supplies for manufacturing your own).
We hit the Sourcing Hall first since that was the main reason we attended. Rows upon rows of booths holding thousands of samples of fabrics. M was in heaven. Until it became apparent that 95% of what was offered was manufactured in China and most suppliers had 2-3,000 yards/per style minimums. There was lots of lovely, but our desire to stay within certain guidelines with the fabrics and trims we use narrowed our possibilities significantly. Including the fact that we don’t operate on million dollar budgets.
On the first official day of the convention (Sourcing opened a day earlier than the rest of the events) we spent most of the day shuttling back and forth between LVCC and Mandalay Bay to attend several seminars on e-retail, improving web presence, and protecting your IP on the internet with regards to hard goods. We hit one of the women’s fashion supply halls and were immediately overwhelmed. We only saw a bit of it before realizing we were going to be late for our dinner date with K’s college roommate.
Day two saw us trying to get through the remaining massive halls of fashion. We had spent some quality time with their exclusive App on our iPad and had mapped out who we wanted to see specifically to save us some walking time and were able to get through a lot of venues rather quickly. The Platform hall (shoes) was so humongous we had to laugh at the thought of making it through the entire thing. We did, however, make a point to beeline for the Fluevog booth to drool over their lovely wares and rave to the representative about how much we love their product.
We tried to get through the WWD halls at LVCC, but found ourselves mostly uninterested in the same fashion over and over again that spoke to the masses and not to our personal tastes or the direction we are taking Frenzy Universe. That is not to say we didn’t find some of it irresistible; but again, our desire to move away from things manufactured in specific countries put us in a bit of a bind.
We didn’t get to see any of the show on day three, as we had to be at the airport early to catch our flight home.
While we were amazed by the sheer volume of merchants, designers, and manufacturers on hand we were rather disappointed with the distribution of these entities across the various elements of fashion design. For instance, there were only two exhibitors that we saw that sold notions – one sold zippers, the other was mostly labels but also did custom rivets. There were no buckle, fastener, button, or strap manufacturers on hand, which is where a significant amount of our design dollars go when creating a unique look. The devil is in the details, but apparently the devil doesn’t go to Vegas for MAGIC.
I would say that overall we were not enamored of this event and will have think carefully over whether to attend similar events in the future. It is difficult to get involved in industry events that make certain presuppositions about you in order to even let you participate. We even laughed in one of the seminars where they encouraged people to work with their IT and legal departments to make sure everything is done cohesively. We laughed because we ARE the IT and legal departments, as well as the finance, sourcing, buying, sales, and product development departments. It was quite apparent to us that we are plankton swimming in a very large ocean surrounded by whales.
What we had confirmed at this event, as we have learned at previous events, is that we are a very small company, we are okay with that, and we don’t like doing things the way they have always been done. We are definitely on our own path. It remains to be seen if we will be joined by others as we blaze forward, and if we will arrive at the same final destination despite our disparate routes.
Read our Blog “What Happened in Vegas…” for details on the non-work part of our trip.






















