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MAGIC Moves into the Asia Market with 2017 Launch in Japan

Hil Anderson
, Senior Editor
April 26, 2016
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Los Angeles, CA – MAGIC, the leader and legend among apparel shows worldwide, is expanding its influence even further by launching the iconic brand’s first venture overseas. A new joint venture between UBM and renowned publisher Senken Shimbun will launch IFF MAGIC Japan at Tokyo Big Sight exhibition center April 26-28, 2017. Japan is the world’s third-largest fashion market after the US and the EU,  and the event will open new doors for Japanese and international clothing brands, designers and suppliers.

Chris DeMoulin, Managing Director of Fashion, UBM Americas

MAGIC ranks among the top ten largest trade shows in the US and is also one of the fastest-growing, according to Trade Show Executive. The brand, however, has not moved offshore until now. In addition, the announcement came less than a week after UBM acquired Business Journals, Inc. and its robust portfolio of apparel shows in New York and Las Vegas.

Senken Shimbun publishes Japan’s leading fashion industry newspaper and also organizes JFW-International Fashion Fair (JFW-IFF), the fashion trade show held twice per year for the Japanese market. UBM America and UBM Japan will partner with Senken Shimbun in the new show, which is expected to be a mainstay of Japan Fashion Week.

“Our combined expertise will not only help IFF MAGIC Japan evolve quickly to meet the needs of the Japanese market, but will also provide a new platform for UBM Fashion’s Global customer base to find new business partners and brands in Japan,” said Chris DeMoulin, Managing Director of Fashion, for UBM Americas.

The announcement was made on the opening day of JFW-IFF in the 4F West Exhibition Hall at Big Sight. Attendance for the show was projected at around 18,000 with about 450 exhibitors. The most recent edition of MAGIC in Las Vegas drew an estimated 76,500 attendees and 5,468 exhibitors. MAGIC’s two 2014 shows were ranked seventh and eighth on the latest Trade Show Executive (TSE) Gold 100 with roughly 1 million net square feet of exhibit space apiece.

Moving MAGIC into Asia was not a surprising move for London-based UBM, which was one of the most active Western organizers in the Far East when it acquired Advanstar Communications in 2014. Joe Loggia, CEO of Advanstar, told TSE at the time that Advanstar had been focusing its post-recession efforts on growth in the robust U.S. market, which remains the largest fashion market in the world. “We didn’t have a strategic platform overseas, so we focused on domestic growth,” he said. “A lot of our competition at the time was focused on emerging markets, but the U.S. has since recovered nicely.”

MAGIC will bring its 80+ years of fashion trade show experience to guide JFW-International Fashion Fair in cultivating the overall look-and-feel of the new show. IFF MAGIC Japan 2017 will feature a re-imagined and re-merchandised show floor with new brands laid out in easy-to-navigate fashion neighborhoods to maximize the retailer and exhibitor experience.  IFF MAGIC Japan will also launch with a freshly developed social media presence, innovative marketing strategies and show floor activations, taking note from its U.S. counterpart’s longstanding success.

Reach Chris DeMoulin at (310) 445-4200 or chris.demoulin@ubm.com

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