Informa Markets Fashion’s Sourcing at Magic trade event will be returning next year with a continued hybrid experience for attendees and exhibitors.
The live shows will be held at the Las Vegas Convention Center from Feb. 13-16 and from Aug. 7-10. With a focus on fashion companies’ sourcing needs, Sourcing at Magic showcases supply chain services, technology innovations, textiles, manufacturing vendors and more. Given the current supply chain disruptions courtesy of Covid-19, Sourcing at Magic expects upstream solutions to be of greater interest to businesses next year.
“With the global supply chain making major headlines and a critical focus for businesses in the coming year, now more than ever, fashion brands and retailers are re-examining ways to update, or diversify their sourcing and supply chain,” said Andreu David, vice president of Sourcing at Magic at Informa Markets Fashion.
Following the early pandemic’s purely digital shows, Sourcing at Magic introduced a physical-meets-digital experience last year as in-person events resumed. The upcoming 2022 calendar continues this hybrid approach, with the live shows in Las Vegas accompanied by a digital Sourcing at Magic Online platform. The February Sourcing at Magic show’s online component will be live from Feb. 1 to April 1, and the dates for the second online trade event of 2022 will be announced later.
The hybrid concept allows for product discovery and exploration, networking and purchasing across the in-person event and online platform. Vendors can showcase goods and services via both a physical booth and Sourcing at Magic Online. The digital aspect of the show removes geographic restrictions for doing business and enables undisrupted access amid rolling health precautions.
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“As both U.S. and local international government travel restrictions continue, providing a hybrid format where exhibiting companies and buyers can continue business—regardless of location—has become an important tool that really supports the industry’s current and future needs,” David told Sourcing Journal. “Furthermore, our hybrid event supports participation and connection of the global supply chain in now a more diversified way.”
David added that engaging with the show digitally comes with the benefit of a reduced carbon impact.
During its August 2021 show, Sourcing at Magic introduced a new exhibition format for vendors who couldn’t travel to be present at the event. The organizer established a dedicated, shared area of the show floor featuring physical samples from multiple remote vendors. Visitors can explore collections in person and connect with exhibitors via video chat. “With the inaugural presentation and introduction of this concept in August, our buyers caught on to the idea and enjoyed the ability to shop samples on their own with the option to connect and network further via our online platform before, during and even after the live event concluded,” David said.
In addition to meetings and transactions, the shows will include educational content geared toward both emerging and established brands, with speakers from organizations including Sourcing Journal, California Fashion Association and Fashion for Profit. Sourcing at Magic will be sharing specifics about the session topics for the February show in the coming month.
“As the sustainability conversation continues its importance and only becomes more widespread, the options for nearshoring and reshoring have become even more prevalent,” said David. “Sourcing at Magic will continue to focus on providing options, solutions and education for brands and businesses, not only from a sustainable perspective but in other areas as well—from design and product development all the way through to market launch and retail.”
Fellow Informa Markets Fashion shows Coterie, Magic and Project have also announced dates for 2022, with shows planned for locations including New York, Las Vegas, Miami and Nashville.