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Informa postpones Magic Trade Show to September

Organised by Informa Markets Fashion, the Magic Las Vegas Marketplace—which also houses other key trade events like the Project, Sourcing and Micam Americas shows—will be postponed from its original dates of August 17-19 to September 29-October 1.

Taking place at the Las Vegas Convention center, the format of the events will honor the Centers for Disease Control and Prevention’s health and safety guidelines for social distancing and sanitation, the group said in a statement. While the events have historically taken place in August to respect the industry’s buying cycles, the decision to postpone the show aligns with the continued uncertainty being felt across the country with regard to retail’s reopening.

The decision may benefit wary attendees who aren’t quite ready to leave the safety of their homes for a crowded convention center just yet. A recently released report from IBM shows that three-quarters of consumers are unlikely to attend a conference or trade show this year due to the risks associated with highly attended in-person events.

In September, the event will be held with a new, more considerate layout. Separate, intimate micro-markets will take place within the same venue to make way for social distancing guidelines, crowd-control measures and cleaning protocols. While the fashion community is undoubtedly eager to connect, and brands have devoted valuable time and effort to the logistics surrounding the show, the decision to postpone is in everyone’s best interest, according to Nancy Walsh, president of Informa Fashion Markets. The group will review the situation on an ongoing basis, she said.

The group is also investing in advanced digital solutions to support brands and retailers preparing for the spring and summer markets. These virtual events and initiatives will complement the keystone physical trade shows.