Whether you’re attending your very first MAGIC
show or are a tradeshow veteran, we can always use a few more tips to maximize
our experience. Below you will find suggestions from MAGIC buyers that shared their insight on how to make the most of your
MAGIC experience this upcoming show (which takes place this February
17th to 19th!).
Tip 1: Limit
Appointments + Collaborate with Others
Advice from Lisa
Weiss, Buyer for Bivouac, Ann Arbor
I try to make as
few appointments as possible due to the massive size of the show. This way, I am
able to go through every aisle in both women's areas of PROJECT and ENK. I am constantly on the lookout
for new lines, and I would miss several if I jumped from one appointment to
another on opposite sides of the show.
I have no problem
sharing an appointment with another buyer. This is the time to talk shop; to
compare customer base and lines carried. I also sit next to other stores in the
buyer lounges at lunch and talk shop as much as possible. Trends show up
throughout the show. Every company introduces the same thing when it is new.
Talk, talk, talk— with other stores and companies. The more I see, the more I
know. I have been doing this for 30 years, and I just wing it!
Tip 2: Set Goals
in Order to Find Trends That Stick
Advice from
Nicole Haase, Senior Director of Merchandising for ModCloth
MAGIC has grown
exponentially over the years, so it is important to plan ahead to make the most
of your time. You should come to the show with a goal in mind. Are you there to
seek out new trends, expand the assortment offering in new categories, discover
new vendors or network with other retailers? Your answer will help structure how
you plan your time; and for me at ModCloth, it is all of those
things.
A few weeks
before the show, I review the vendor attendees with my team and we reach out to
schedule time to meet with them while we are at the show. Vendors' time tends to
book up, so winging appointments is not an option. If you have the time, it is
great to take advantage of the panels and keynotes (especially on trends), as this helps solidify
your strategies to inform the future seasons. Plus it is a great way to network
and meet with peers in the industry.
Once I am there,
I have learned to follow the traffic. People tend to gravitate towards what is
new and noteworthy. This also helps in discovering new vendors and
trends.
Finally, don't
forget to enjoy the experience, as there are lots of great people-watching
opportunities at MAGIC. There are so many trendsetters walking the floor that
often times you can witness a trend by simply observing what attendees are
wearing.
Tip 3: Pre-Plan
How You Navigate Your Show with Online Tools
Advice from Mary
Ohanian, Owner of La Galleria
Before the show,
study everything you can about who you want to visit. Review the show maps and
make a plan so you do not waste time going back and forth.
It is also
important to take advantage of the industry workshops and seminars. No matter
how long you have been in the industry, there is always something new to
learn.
While walking the
show, be meticulous with note taking and picture taking. Look closely at the
merchandise so you do not buy pieces that are too similar. I have been known to
buy the same black skirt from three different sources at one show!
Once you are on
site, focus on building relationships. It is through these relationships that
doing business becomes easier over the years. Vendors will accommodate your
requests when they know who you are. Sometimes, you may need a special order.
Expert Tip: New
buyers should know that you can place a big order and ask the vendor to ship it
in increments so that you have new merchandise coming to the store every couple
of weeks. This way you don't have such a big spend at once. We have customers
coming in every week, so we do not want to put everything new out all at
once.
After the show,
we spend the week laying out all the information that we gathered into a
spreadsheet. We do the numbers and analyze each category. This is where all the
notes and pictures comes in so handy. Then we make the buying decisions after
completely reviewing everything. It all comes together
nicely.
Tip 4: Subscribe
to Emails and Network
Advice from Jason
Wayman, Owner of Elements and 18-Year MAGIC Veteran
The buyers’
lounges at MAGIC are important. They are not only places to relax and grab a
bite, but also house a wealth of information and networking opportunities. The
lounges are also great places to find out what people are talking about. The
buzz is always about what is new, and there is always a collaborative
energy. Subscribe to and
read MAGIC
emails ahead of time and utilize their efficient mapping system, as it is
key in time management, one of the biggest challenges at MAGIC since it is so
large. You need to be organized, but you also never know exactly what products
are like until you are there in person.
One of the best
things about going to MAGIC for so many years is having lots of friends there,
so we can pass in the aisles and talk about what is new and on trend.
Word-of-mouth referrals from colleagues are extremely valuable.
If you want a tip from Apparel Search, it is suggested that you read the Global Artisan Village and Handmade Boutique news article.
Thank you for reading our fashion blog.
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