Menswear at MAGIC is ready to thrill with launch of Premium

19 Jan '09

4 min read

MAGIC, the world's largest fashion trade event, is set to invigorate the men's market and put the growing Premium segment center stage this February making good on its commitment to catapult enthusiasm, drive down expenditures and stimulate business. Equally as exciting will be the energy and buzz emanating from the Concourse as MAGIC introduces retailers to a whole new crop of design talent for three action-packed days.

Befitting its inhabitants, a deluxe customized booth system designed by Kramer Design Group will be featured exclusively on the Concourse, comprised of iconic brands such as DKNY, Nicole Farhi, French Connection, Original Penguin and Nautica, each showcasing a world of product assortment. Showing for the first time ever at MAGIC and also merchandised prominently on the Concourse will be more than a dozen of the UK's hottest labels, with signature brands like MAHARISHI, UNCONDITIONAL, SOAR, SIR TOM BAKER, GARBSTORE, and STANSFIELD already confirmed.

"Unconditional is really pleased to be part of the new Premium at MAGIC," said Philip Stephens, Creative Director, Unconditional. "It will give us fantastic access to some of the world's best retailers/buyers, plus we will show alongside some of the industry's most exciting Premium and Contemporary collections."

"DKNY is very excited to be showcasing its recently launched collection of Better men's sportswear as well as DKNY Jeans at Premium at MAGIC this February," said Kevin Monogue, President of DKNY. "This is the time to maximize opportunities and showcase your brand in the best possible format with the most exposure, by highlighting the product above everything else. We are pleased to be part of the debut of this exciting new format at Premium at MAGIC, as executed by our longtime partners Kramer Design Group. MAGIC has long been a valued resource for our industry and we look forward to a great experience."

The new additions to the Concourse come on the heels of a completely re-merchandised MAGIC Marketplace. As Project moves in a more advanced direction, new Premium and Contemporary shows premiere along with the second edition of S.L.A.T.E., new showcases for Tailored and Casual, WWDMAGIC and the always exciting exhibits at POOL.

Project's founder Sam Ben-Avraham explains, "As a long-time retailer I know first hand that it's more important than ever for buyers to source the best product for their stores. We need to think out of the box, take calculated risks and entice our customers to buy. By launching Premium at MAGIC, it's just gotten that much easier for buyers to see what's out there and consider brands that they may not have before. I know that the Atrium buying team will split their time between Project and Premium and revaluate what makes sense for our stores."

"This is the perfect time to make this change," said Lori Swersky, VP/DMM Men's Sportswear, Saks Fifth Avenue. "Project going back to its roots and MAGIC, simultaneously, creating new buzz and excitement through Premium. It's just what the men's industry needs."

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