The ratings are pending for Magic’s first Orlando pop-up show
This week, Informa Markets Fashion hosted its first in-person trade event since early 2020, bringing together fashion brands and retailers for the Magic Orlando pop-up show.
The three day event took place from February 9th to 11th and sSeveral of the participating shoe brands gave FN positive reviews.
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Chinese Laundry National Sales Director Dale Michaelson said he was pleasantly surprised by the turnout. “We met a lot of new retailers,” he told FN. “There were a lot of Midwestern customers and a lot of local Floridians. Florida is a difficult state to travel to, so many people were happy to have a show nearby. “
Dan Butler, National Sales Manager at Lines of Denmark, exhibited several shoe lines in the pop-up, including Ilse Jacobsen, Rollie, Bird of Flight and Calou. He also told FN that the event showcased its brands to a different group of retailers. “It’s a little younger than our previous shows in Las Vegas,” he said.
Similarly, Lance DeShazo, leading the Tamaris brand’s return to the US, found the show to be beneficial. “The traffic was stable,” he said. “The response to Tamaris was strong and I opened new accounts.”
DeShazo noted that he also uses the Informa Markets Fashion and NuOrder digital Informroom platform and makes virtual appointments with retailers who did not attend the in-person event.
The Orlando pop-up event, first announced by Informa in December, focused on the contemporary fashion category and featured a curated list of vendors showcasing women’s clothing, shoes and accessories, as well as a small selection of men’s items.
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To ensure the safety of attendees, the popup had limited capacity and emphasized scheduled appointments. Informa has also created a protocol called Informa AllSecure, which was developed in collaboration with industry associations and which provides advice from health and government agencies. The participants were subjected to a temperature test on entry and had to wear masks and social distance at the fair.
Kelly Helfman, Commercial President of Informa Markets Fashion, said in a statement in December: “The safety and well-being of our guests are paramount in our personal event planning.”
Michaelson of Chinese Laundry said he was concerned about COVID-19 but noted that the security protocols on the popup were being strictly followed – maybe too much.
“When the show ended at night, they immediately turned off the lights and security asked you to leave [so they can start cleaning]but we were still working with customers, ”he said. “We just wrote orders in the dark.”
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