Vegas, baby! In just a little over a week, the Magic is back. And, by that we mean WWDMagic. Perfectly suited to the glitz and glam of Sin City, a play land that is forever revamping its look, WWDMagic this season reveals a makeover all its own. The show will display a new DJ lounge with live DJs, better lighting, fresh flowers throughout and the promise of yummier food, to highlight just a few updates. In addition, two new areas will make their debut this season: Accessories the Show with its cohesive accessories shopping experience and WWD Content Studio featuring live content from the show floor along with educational panels. It’s all geared to keep things relevant in an ever-changing marketplace.
We had the chance to chat with WWDMagic, FAME and Project Women’s Show Director Kelly Helfman who, for the past 11 years, has made it her business to keep buyers and exhibitors coming back for more, season after season.
Sportswear International: Why the changes to WWDMAGIC?
Kelly Helfman: The fashion wholesale market is continuously progressing and our goal is for the WWDMAGIC show experience is to reflect those same changes. More and more consumers enjoy lifestyle concept stores where they are stimulated while shopping. The market is craving quick turnaround of trends, curated concept stores and exclusive brand partnerships. This upcoming WWDMAGIC will focus on triggering your senses, whether it be by sound (multiple female DJ’s spinning the most relevant tracks) or sight (curated trend activations by Fashion Snoops) through all aspects of the show floor.
SI: What is the most exciting aspect of the changes?
KH: There will be a substantial improvement to the decor on the show floor as visual inspiration is the main focus this year. Not only do we want our brands and retailers to feel inspired at the show, but we also want to make sure we portray who our WWDMAGIC consumer is and what she is all about. She is modern, up to date on all her trends, quickly looks to fill her wardrobe with what she just saw on her NY Fashion week IG feed. Her Sunday ritual is spin and then Sunday brunch. She aspires to be fashion forward but on a budget.
SI: What is the future role of the tradeshow and how is it changing?
KH: Retailers need to go to a tradeshow to touch and feel the product they are investing in, which is something you cannot do on a website. Buyers come to Vegas not only to order, but to be inspired, trend forecast, attend educational seminars and connect with the industry. Tradeshows are not going anywhere but they are evolving in a large way. Our buyers now have access to shop our WWDMAGIC brands all year round through shopthefloor.com. We continue to provide more educational opportunities and social media/influencers remain a huge part of the evolution of tradeshows.