Informa Markets Fashion is bringing MAGIC to New York. The trade show organizer announced that it will debut MAGIC New York this September with plans for a twice annual NYC event.

Scheduled to take place September 19-21, 2021 at the Jacob Javits Center at the same time as the COTERIE event, Informa says that MAGIC New York will feature a “cohesively merchandised collection of apparel, footwear, and accessories brands” on Level 1 of the convention center. As the new home for brands previously included within FAME, MODA, Sole Commerce and CHILDREN’S CLUB, the event will showcase a variety of categories, such as Young Contemporary, Sportswear, Trend, Footwear, Accessories, and Children’s, as well as the introduction of a new onsite curation, “emerging designers.”

“Presenting a focused edition of our flagship Las Vegas event in a new, key market is part of our aim to generate more diverse avenues of connection and commerce for our community,” says Jordan Rudow, VP of Events at MAGIC. “While offering the same comprehensive selection of brands and categories previously showcased at our New York based events, MAGIC’s expansion and new home in the New York market will gather a larger cross-section of the industry, giving our buyers the ability to shop a wider selection of brands and at a variety of price points.”

The NYC event will follow MAGIC Las Vegas, which is scheduled to take place  August 9-11, 2021 at the Las Vegas Convention Center, along with PROJECT Las Vegas – the contemporary men’s and women’s market event, and SOURCING at MAGIC – the sourcing and supply chain market event.

Regarding Informa’s updated merchandising strategy being unveiled at the August events, Rudow says, “To give a bit of background and as part of a larger refocused and updated business strategy, we have taken a market-led and customer-focused approach to evolving how our show brands serve the industry moving forward. Offering the same comprehensive selection of footwear categories for women, men and children, our merchandising strategy across all brands will focus on achieving two key objectives: providing a more streamlined shopping experience for our buyers and creating more opportunities for our brands to meet target retailers. As part of this evolution, footwear and accessories will now be merchandised alongside apparel within each of our hero brands – MAGIC, PROJECT, and COTERIE – all three of which will be more aligned than ever to serve specific market segments and price points. With this ‘complete look’ approach in featuring multiple product categories merchandised alongside each other, we’re confident that this move will better support our buyers in how they truly want to shop, while also better supporting our brands in reaching a larger segment of retailers.”