LAS VEGAS ISSUE 02.22
IN THIS ISSUE: EMERGING BRANDS: A FRESH TAKE
HOME, GIFT AND BEAUTY: A GROWING CATEGORY THE MAGIC LOOKBOOK: KEY TRENDS INSIGHTS FROM OUR KEYNOTE PRESENTER ELAINE WELTEROTH OF TEEN VOGUE & PROJECT RUNWAY
BRAND CREDIT: KNITITUDE
MAGIC Las Vegas February 2022 returned with energy and high impact setting a joyful vibe for the new season. In the premiere MAGIC Las Vegas Issue, we’re celebrating the stand-out brands, uncovering new market opportunities, and sharing key learnings from industry experts, as well as onsite special events and community highlights that made this season shine.
From opening night parties to industry-led educational sessions, the stage was set for everyone to learn and be inspired by the vibrant community of retailers, brands, experts, and artists that came together in Las Vegas. Fashion industry leaders shared insights on topics from the future of selling in the digital marketplace, brand-focused selling strategies, and all things social media with invaluable knowledge takeaways for both brands and attendees. And of course, we all had a lot of fun. What better Instagrammable-moment than the performance from Salt N Pepa, who kicked off the show’s opening party with crowd-favorite hits? Top trends lined the collections on the show floor, highlighting the best of the bold and joyful dressing moments that will mark the season. Stand-out styling moments were all about pieces that popped and inspired. The on-site activations also provided attendees with opportunities to unwind, refresh, snap a photo, and network. Check out the In Focus sections of this issue for a deeper look into stocking must-have categories like home, gift & beauty, and emerging designers. And this season’s MAGIC lookbook is sure to inspire with key trends from exhibiting MAGIC Las Vegas brands. The MAGIC has only just begun, with lots more coming in 2022. Our next stop is MAGIC Nashville taking place May 16-17. Read on to access our full event calendar and for ways to register or apply to exhibit.
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EMERGING BRANDS BRANDS WITH FRESH TAKES AND “EXTRA” SPECIAL DESIGN DETAILS LEAD THE WAY FOR WHAT’S NEW AND NOTEWORTHY.
As-of-yet undiscovered treasures from our emerging brands give an opportunity to bring freshness to your mix. With sparkle and maximalist accessorizing a top trend this year, our newest designers shared special ways to stand out, both through their products as well as new members to the show floor.
IN FOCUS: EMERGING BRANDS
As an emerging brand you need to be seen and heard to let your presence be known in the industry. Trade events are an incredible way to connect with people in the industry, everyone from buyers to fellow brand owners to students.” —Jacky Velasquez, Founder, CEO + Designer, MCLC
BEAUT SIMONE THE LABEL
We are always looking for new [brands]. You never know who is going to have the next ‘what’s hot’ collection or piece.”
—Catherine Morisano, Chief Merchandising Officer, Rue 21
The biggest lesson I’ve learned is that nothing will ever be perfect —especially when first launching a product. If you wait until something feels perfect, you’ll never get started. Just get your product out there, and continue to learn and grow. The bigger the failure, the greater the lesson.” —Kayla Lastella, Founder + CEO, Kayla Elizabeth
FLICKER + FLAME
GIVE THE GIFT A SPECIAL CATEGORY TYING TOGETHER DEEPER CUSTOMER/ BRAND CONNECTION WITH OPPORTUNITY FOR SALES GROWTH.
Take it from our home, gift & beauty brands: MAGIC Las Vegas is the spot to come together as a community, build businesses, brainstorm, and grow. As this category continues to expand, we love that bit of “extra,” be it candles with a message and a wink, sparkle to give your assortment shine, and more little things that make a big impact. Industry Influencers and brands agree, there is opportunity for fashion retailers to incorporate home, gift & beauty categories into their merchandise mix.
IN FOCUS: GIVE THE GIFT
CANDIER BY RYAN PORTER “Our candles are great items for retailers to get into home and gifting. They offer a sensory and emotional experience you don’t get with other products. They look elevated, but have an affordable price point. They don’t take up a lot of space. - plus one size fits all. We also have accessory items for our candles like our wick trimmer + snuffer set. Our matches have also been a best seller as well! Our mood oils are also a perfect impulse buy and great on the go items. They also have a really small footprint so can be merchandised anywhere from the main floor to the cash wrap area. Wellness is always a great seller, and it seemed like a no brainer to add this to our home/gift assortment being a fragrant item.” —Krysten Kauder, Founder + VP, Partnerships, Candier by Ryan Porter
SUGAR MAMA SHIMMER
“Trade events such as the apparel market are great for home and gift items because most clothing stores sell more than just apparel and accessories. Many stores are looking for items at their cash wrap or have a designated area in their store for unique gift items or home goods. For stores, offering these types of items are an easy way to increase the average purchase amount and it helps to show the personality of the business owner. My apparel stores are amongst my biggest buyers!” —Lacey Mitchell, Co-Founder, Sugar Mama Shimmer
FLICKER + FLAME “Often times, the clothing items will bring a customer in, but upon shopping they will find home and gift items that grab their attention and turn their $40 shirt purchase into a $100 shirt, candle, and gift purchase.” —Sadie Young, Founder, Flicker + Flame
I believe one of the easiest opportunities for a fashion retailer to add home/gift into their mix is ... scents. Scents whether as candles and/ or diffusers. Think about it, your closet is full of your favorite items, why wouldn’t you want your home to be full of your favorite scents. A scent envelopes you in a particular mood - beachy casual, lavender lounge or amber sexy.” —Darlene Mitchell, Retail Boutique Advisor and Coach
I think that what retailers need to realize is that there has been a fundamental shift in the consumer and there is a huge opportunity to meet the consumer where they are now. There are different interests, there are different hobbies, there are different activities. And one of those things is really putting a lot of passion and love into the customer’s home. A fashion retailer would be really smart to go after that business and start introducing categories that blend into their product assortment and offer the customer an option to really delve into home in a way that makes sense for their store.” —Dane Cohen, Management One
STAY THE LOOKBOOK
PRESENT Dressing and accessorizing has never felt so bold; the best looks include rich, colorful palettes, statementmaking silhouettes, and design details that make a big impact. From vivid-hued tailoring to ultra feminine party dresses, ‘90s nostalgia throwbacks, cozy casual separates, and everything in between, declare your personal style in these top trends from the MAGIC Las Vegas show floor.
KNITITUDE (LEFT + RIGHT)
DIME OPTICS SHOP NOW
LUSH CLOTHING (LEFT + RIGHT)
AMERICA + BEYOND SHOP NOW
LUSH CLOTHING (LEFT + RIGHT)
LOST + WANDER
OLIVACEOUS (LEFT AND RIGHT)
LILIANA MEZA (LEFT AND RIGHT)
KIKIRIKI SHOP NOW
ADELYN RAE (LEFT + RIGHT)
HIDDEN JEANS (LEFT + RIGHT)
MCLC SHOP NOW
MISS ME (LEFT + RIGHT)
SKIES ARE BLUE (LEFT + RIGHT)
HOW TO CHANGE FACE OF FASHION THE
ELAINE WELTEROTH ON OPENING THE GATES OF FASHION TO A MORE DIVERSE AUDIENCE.
Elaine Welteroth became one of the youngest editorsin-chief at Condé Nast when she rose to the position at Teen Vogue at 29. She was also only the second Black woman to have held such a title in the company’s history. During the MAGIC Las Vegas Keynote Session, Welteroth spoke with legendary designer, Dapper Dan about the power of social media to shape fashion, and the value of opening up the industry to new voices. Here are 5 standout quotes from Welteroth when speaking with Dapper Dan during the session.
“I think that social media really changed that didactic, oneway conversation we were having in fashion for so long, too long, where the gatekeeper was the holder of information, and they were the ones dictating trends and appointing the tastemakers. Now the people are telling us what’s resonating.”
“As a young Black woman coming into this very white corporate world, I had learned up until that point that the way to earn trust, the way to climb the ladder, is to assimilate, to play by the rules, to tell the stories they want you to tell. But once I got into a position of leadership, I realized that what got me there is not what’s going to keep me there. It was time for me to proverbially take off the mask and to have more authentic conversations with the people--to start conversations in the culture that matter and that really resonate.”
“When I came into Condé Nast, we hadn’t really embraced digital fully. And we were still focused on fashion with a capital F in a way that wasn’t really inclusive of people who couldn’t see themselves in that exclusive world. A lot of designers were still designing for one body type, and we saw one type of model--thin, white models-going down the runway. It was getting boring. In some ways, fashion was starting to feel more and more irrelevant. We had to figure out how to make fashion a part of the larger cultural conversation in order to connect it to what was driving the culture forward, from politics to social justice. And I think we are in another moment like that right now.”
“Working at Teen Vogue all of those years, I came to understand that values really matter when it comes to a young person’s--a Gen Z person’s—consuming behaviors. They want to know what you stand for. They want to identify with the entity, the person behind the brand. They want to know how the product is made. Young people are finding emerging designers and brands on the internet, and they’re connecting to them on another level. The aesthetic is important, but it’s also about what’s behind that aesthetic. What is the message? What is the value system? What’s your approach on sustainable manufacturing?”
“Authenticity sells. You have to be true to you and your customer. They will see through it if you are trying to just chase a trend and be something you’re not. I think fashion is at its best, its most potent, when it’s raw, and real, and authentic.”
EDUCATION PLAYBACK DISCOVER EVERYTHING FROM INSTAGRAM TRICKS TO MUST-KNOW BRANDS WITH THIS EDUCATION PLAYBACK. This MAGIC Education Playback pulls the most valuable industry insight from the 2022 Las Vegas event on fashion’s top trending topics and puts it one, hyper inspiring place. Read the quotes from our curated selection of fashion leaders, thinkers, and influencers as they cover topics ranging from social media to styling to entrepreneurship.
THE FUTURE OF LIVE SELLING, DIGITAL MARKETING, AND DIGITAL GROWTH FOR INDEPENDENT RETAIL
SOCIAL MEDIA SIT-DOWN
SOCIAL MEDIA SIT-DOWN
SOCIAL MEDIA SIT-DOWN
SOCIAL MEDIA SIT-DOWN
SOMEWHERE OVER THE RAINBOW: TRENDS OF COLOR + JOY
“When you go shopping, how many of you go with a group of people? We’re herding animals; we want validation and online shopping is the same way. ECommerce doesn’t always give us that same opportunity and that’s why Live video is a connection, not just between you and the brand you’re buying from, but you and the community you’re shopping with.”
“There is a lot of work [when it comes to social media], but you don’t want to give up! We have a lot of celebrities who come through our stages here at Magic, and I’m just going to tell you a little insider trick: I have an in-house design team with the McCord list, and we’ve designed videos and graphics for them and just posted it and tagged them. You would not believe how many times they reshare.”
Outwork everybody. If you sleep it, live it, dream it, think it, it can happen. Always work harder than your competitors. Make it come from the soul, and if it comes from the soul, it’s pure. And if it’s pure, it will succeed. And that’s what I do. For me, it was never about sales or reaching certain goals; It was all about making beautiful product. And when you do that, everybody will come and then when you expose that (your collection/ project) to the world, it become just the epitome of what you want.”
“[before the pandemic] We entered this era with Instagram where we were so obsessed with the aesthetic and asking ourselves, ‘what does my grid look like and feel like?’ But recently, while we’ve all been at home, it just kind of broke and we’re posting because we want to share and really reach our audience. We’re a fashion forward company, but the people behind our brands are what really resonates. Making your content approachable is a way to lead with authenticity and that’s a really big trend right now that I love because it’s about putting people first.”
“I started working on set with different people and every single shoot I’d be like, What’s your Instagram? Let’s do a story. And just getting other people to tag you is how you get more followers. So just collaborating with other people and not being shy about it, stepping up and being like, ‘Hey, do you mind posting’ or, ‘Is it OK if I tag you?’ and then they’ll repost it and doing that all the time, making it a priority when you meet people.”
“Purple reign: This is the most important color. And I think we’ll see it everywhere from the traditional purple all the way through to really cool fuschias, lilacs, and more muted types.”
Founder & CEO, The Boutique HuB
Founder, The McCord List
Jewelry Fashion Designer
Director Content & Community, Informa Markets Fashion
Model, Actress & Entrepreneur
SPECIAL EVENTS COMMUNITY HIGHLIGHTS MAGIC LAS VEGAS
We are still feeling the energy that this amazing community created at MAGIC Las Vegas. Check out some of our favorite moments from this season’s performances, on-site activations, and awards.
OPENING NIGHT PARTY: SALT-N-PEPA PERFORMANCE
MAGIC LAS VEGAS BOOTH AWARDS Pop The Cork: We celebrated with champs and a cute photoop when awarding these show-stopping brands for their booth presentations.
BEST BOSS BABE: FLICKER + FLAME
BUCKET LIST ITEM: HAND PAINTED BUCKET HAT
BEST IN ACCESSORIES: DIME OPTICS
BEST IN APPAREL: EN SAISON
15-MINUTE WATERCOLOR CUSTOM PORTRAITS
MAGIC X SKIES ARE BLUE SHOW BAG SCREENPRINT ACTIVATION
RETREAT YOURSELF LOUNGE BEST IN FOOTWEAR: JOULES
BEST NEW TO SHOW: JACKSON ROWE
INSTAGRAMMABLE MOMENTS ACTIVATION
MAGI C 2022 EVENT CALEN DAR
BE A PART OF THE MAGIC. JOIN US AT AN UPCOMING EVENT.
MAY 16-17, 2022
AUGUST 8-10, 2022
SEPTEMBER 18-20, 2022
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