Magic to partner for Japanese trade show

Magic will be coming to Tokyo, Japan. The trade show, which is now owned by UBM plc, is partnering with JFW-International Fair, Japan's longest running bi-annual trade show, to create IFF Magic Japan. The first show will be held April 26-28, 2017 at the Tokyo Big Sight Exhibition Center, during Japan Fashion Week.

The deal stipulates that Magic will oversee the look and feel of the show which will be merchandised to make it as navigable as possible for retailers and exhibitors. IFF Magic Japan will also be integrating newly developed social media initiatives and marketing strategies as part of show-floor activations.

“Fashion is a truly global industry, and we are thrilled for Magic’s upcoming expansion into the Japan market in partnership with JFW International Fashion Fair, and UBM Japan,” said Chris DeMoulin, managing director of fashion for UBM Americas to WWD. “Our combined expertise will not only help IFF Magic Japan evolve quickly to meet the dynamic needs of the Japanese market, but will provide a new platform for UBM Fashion’s global customer base to find new business partners and brands in Japan as well.”

The show currently caters to international Japanese men's and women's brands, and they eventually hope to bring in some international U.S. brands. This will be the country's first truly international trade show.

JFW-International Fashion Fair is organized by Senken Shimbun Co. Ltd, the publisher of Senken Shimbum Co. Ltd., the Japanese daily language newspaper of the fashion industry. The deal to launch a Magic show in Tokyo comes just after the announcement that UBM's U.S. division acquired business journals for 69 million dollars in cash. The deal brings UBM's shows including WWDMAGIC, Project, and Coterie within BJI's umbrella of events.

photo:via Instagram