How to Be Successful at MAGIC NYC

There's my AI. Okay. Like, now everybody's here. Okay, so we're recording. Okay, so we're good. All right.

Okay.

Hey, everybody, it's Samantha Connor with the Boutique Hub. I'm so excited to be talking about one of my favorite shows today. And we're gonna be talking about magic New York. I've got Tracy Hurst here with us from the magic team. We just literally came in hot from Vegas, so we're regaining our strength and our enthusiasm because the next show is going to be just as good or maybe even better. I don't know. Depends which city you like best. Tracy, how are you doing?

I am good. Just. Yeah. Trying to recover from Vegas. It takes a lot out of you.

Yes. Yes, it does. So we have to give a quick little recap on magic because I always get that question of, like, how was Vegas? How did it go? We saw crazy amount of numbers of people coming in, new buyers there. What did your team see?

Oh, my God. It was amazing. We had the best numbers since post Covid, so that's amazing since 2020. So, yeah, everyone showed up. We had so many great brands and buyers, and it was such a great time.

Yes. Yeah, it was awesome. So as we talk about this today, we're going to be looking obviously forward to what's going on with magic New York. I am going to ask Tracy some questions. I think it's always interesting of how does magic New York compare with maybe Nashville and with Vegas? And we'll go over all the things. So we're going to start everywhere from, like, what you need to know now as far as booking to make sure you can go to magic New York, why you should attend. So how is that exhibitor list going to look like? What's the experiences? And then navigating it once you've been there? Because I know a lot of people have not been to New York before, and so sometimes that's maybe like, a hesitation of, like, I haven't been. What's it going to be like for me? So we'll cover all that today, and then after the call, you know, if there's any questions that you guys have, you can reach out to us. And then we've got this amazing magic team that has a partnership with the boutique of. And so they're always happy to help you guys with anything. Like we said, from registration all the way down to, like, how do I navigate this? And we're here for y' all for that. So excited about this. All right, so let's go all the way into Coming up from Vegas, this is the last stop of the year, New York. Freddie. And, um, tell me a little bit about the difference between Vegas and New York for people that haven't experienced New York yet.

Yeah. So New York is a little bit more of a regional show for us. So obviously heavily caters to that northeast audience, the tri State area, you know, it's drivable for those states in the Northeast. Got. We have a lot of Midwest and Southeast as well, but it's definitely more of a smaller. We say regional, so it is a little similar to our Nashville, you know, size of the show. So just to give you an idea, Vegas has about 650 brands and new York's about half that. So it's about 350 brands. A little bit more intimate of a shopping experience. The floor is a little bit smaller. Not as overwhelming as Vegas may be for some. So. Yeah.

Yeah. Okay.

We're excited.

Yes. Yeah. And so when you think about that number two at 350, that does make it very manageable for you to get in there, have those conversations. I know that a lot of our retailers are fans of that Nashville vibe. And so this is kind of like that New York twist on that, right?

Yes, it is. Yeah. So it's definitely a more intimate shopping experience. Like you said, we've got a really good mix of, you know, all our categories a little bit bigger. In the modern sportswear category. We still have trend, young contemporary accessories, footwear. We've got new and emerging brands and home gift and beauty as well. And yeah, we just do our own little twist on New York. Still really fun. We've got, you know, DIYs, DJ, hair, makeup, happy hours. So it's still a really fun experience. Just not as overwhelming as Vegas could be. Again, the floor is a lot smaller and so it really is easy to kind of spend a whole day there and you make it through the whole entire floor.

Okay. Yeah, yeah, for sure. And then looking at. So my, our friends that went to Vegas and they're, you know, wondering like, I really would love to go to other show. I want an excuse. New York, what brands do we see a lot, a lot of crossover or is there an opportunity to connect with new brands that they haven't met before when they go to New York?

Yeah, so we definitely have some brands that only show in New York. We have some brands that only show in Vegas, only show in, you know, Nashville. So I, I would say it's definitely still worth the trip to New York. And who doesn't want to go to the city this time of year. I'm hoping that it's going to be a little bit cooler and kind of give off some fall vibes. But we have over 50 new brand new brands to New York, so that's so exciting. And again, some brands that only show in New York that you wouldn't see in Vegas. So it's definitely worth the trip to come see the floor.

Yes. Yeah. Yeah. And like you said, September to be great. One thing that makes magic different than other trade shows is the amenities that you guys offer. I always think about like when you go to magic, it's an immersive experience. So you're going to be sourcing, you're going to be shopping, there's music and then there's also, I think about like all the activation. So what are some of the things that we can look forward to in New York?

Yeah, so like you said, we do have sourcing in New York as well for the September show. And then we're also co located in the Javits center with Coterie, so it is a full shopping experience. We have some great jewelry DIY again here in makeup. We're doing a fashion show this time, so that's really exciting on day one. And yeah, it's just, it's going to be really fun. We'll have lots of happy hours per usual and it'll be a really good time. Good, good vibes and energy on the floor.

Yes. Yeah. And for, you know, retailers too, I always think about when you go to shows, magic's a great one to capture that content from, you know, to really get that. And so when you talk about a fashion show and you talk about even just, you know, like how the models are set up and you know, like just the, the styling of things, make sure that you come prepared to capture all of that. And whether you drip out that content, you know, to your customer as the show is going on or you want to save it and move it out throughout the year, it's a really great way to get engagement, which like I said, as, as you're shopping for these pieces and doing all of your sourcing, show them these products, this or that. What do you want to see me bring home from work? What would you want to buy that can help. Yes. With the sell through. Because it's one thing to order it, but then you got to get home and sell it.

Yes, that. It's, you know, that's a great point. It's a really good place to make content. We have really great instagram moments, photo booths, you know, great florals, colors. So it's, it's a really good place to capture content for whatever, you know, your Instagram, your Tick tock, your Facebook, whatever you're doing to promote. So, yeah, that's a really good point.

I have to get a little bit more information about the fashion show because I've never been to a magic fashion show. Can you give us a little teaser? What should we expect?

It's new for us. I'm really excited. It's going to be on day one, and then we'll have our opening night happy hour right after. We'll have more details to come, but it'll be really exciting to see the key trends to look out for for next year. And it'll showcase all the brands on the, on the show floor. So it's going to be really exciting. I'm really looking forward to it.

Yeah. Yeah, that's going to be awesome. Something else I think is great is that sourcing element. So we, you know, constantly have people asking us if I wanted to private label or if I wanted to expand my offerings as a retailer. How do I even meet somebody that could help me with that? And that's what sourcing does.

Yeah. So they had their first show with us last September, and so they'll be back a small footprint on level one with us. And yeah, it's a great place to just source fabrics. And if you, if you're interested in private label or anything like that, it's a really good place to check that out.

Yeah, yeah. So so many opportunities there. And you know, when you look at taking time away from your store and traveling and going and doing those things, you want to consider, like, what can I take advantage of? What are all the things. And so we already talked about the content and the experiences, but if, if you are someone that is looking for these sourcing resources, having that there alongside magic is just really beneficial.

Yeah, it definitely rounds out the shopping experience.

Yes. Yeah. How would you describe the vibe of New York versus I think each show has like its own flavor.

Yeah.

But. Yeah. What, what do you think that vibe is of that kind of that east coast market and that New York vibe?

Yeah, I mean, it definitely, like you said, the regional markets really play into the city. So obviously it's New York City. It's a fashion capital. So I think we, we play into, you know, the fashion aspect of it and all the trends and. Yeah, I'm just really excited too. It's a great time of year as well. So it's definitely still a really good time. High energy, fun vibes on the floor. But I would say it's just more relaxed in comparison to Vegas. But we definitely play up the New York City vibe of it all.

Yes. Yeah, yeah, for sure. I always tell people wear the comfy shoes.

Yes.

New York is a lot of walking and I know that this time too the UN will be meeting in the city. Yeah, like really, when you're planning out hotel book through the magic website. They've got so many great resources there. Otherwise it's a little overwhelming of how. Where should I stay? Yeah, Magic is. Yeah. You guys have negotiated all those great hotel deals and ones that are comfortable and I think that's something.

Yes, yeah. Yes. A hundred percent. Wear comfortable shoes. Regardless of weather, you're walking a lot or just, you know, in the Javits center, you need to protect the feet. So definitely wear comfortable shoes. Like you said, we've got really great hotel rates on our website. We have a whole page on our website dedicated to things to do in New York. So restaurants, shopping, if you want to go see a show, all the things. And there's really great hotels, walking distance to make it easy from hotels that we, you know, promote on our site.

Yes. Yeah, for sure. What I really would love to do too, and I'll have to follow up with people after viewing this is who's going to New York and organizing. I think it'd be fun for the boutique hub members, you know, if we were all going to meet somewhere, you know, for dinner or you know, maybe share some shows that we're going to. The city's fun to explore with a boutique bestie. And the great thing about the show, like we said, is that you've got the evenings free to do some of that exploring. So really make sure that you take know advantage of the city. You know, pop over to Little Italy and get. Get some canolies or something. What is your favorite thing to eat when you're at this show? Do you guys. Are you dead at the end of the day or what do you like to do?

My favorite restaurant for pizza is Ruby Rosa in Soho. So I make it a point to every time I'm in New York I have to go there and it's hard to get a reservation so you have to make it in advance. But that's my favorite restaurant. And then of course there's lots of great shops around there. So it's a really good. It's a good spot.

Yes. Yeah. And now I'm going to ask you this question, it's probably like trying to pick your favorite child, but your role with Magic is you are at all the shows. You are. You're working. Is it? Yeah. Tell us a little bit, like, what your role is, and then I'm going to ask you the hard question.

So I'm the head of sales for Magic and Project Women's. So, yes, we have our Vegas event. We have our New York, Nashville, Miami. So lots of shows. I just. I oversee the sales team who sells all the brands into the show. So it's. It's a lot, but I really love it.

Yeah, it's exciting. You guys keep expanding. So now here's the hard question is, pick your favorite child. Which show do you like the best?

Oh, my gosh. I don't think I can do that. It's such a tough choice because they all bring so much. They're all different, and I love going to them all. So I don't think I can pick one. But one of my favorites has got to be Nashville. I'm super excited. We have two dates next year, so we'll be in April and October, which is super exciting for us. And I just love the city itself, and I think it's. It's a really fun time. So I would. I would say maybe right now it's Nashville.

And that's how it is with kids. Right. It's like, whoever.

Yeah.

Today, that's who gets their favorite.

They're all my favorites, right?

Yes. Yeah. That's awesome. Well, yeah, if you have not looked at the 2025 calendar yet, you guys need to look at it and start making your market plans.

Yes.

Because there is the addition of, like you said, the new Nashville. And then, of course, you know, we'll have the offerings again in Vegas twice a year, Nashville twice a year, Miami. And then I'm like, am I forgetting? And then New York twice a year.

New York twice a year.

A lot of options. Yeah.

Yes. Lots of options.

Yes. Yes. Okay, so let's go into some of the trends. So you've been working with the brands. You've done a great job sourcing on. You want to make sure that we've got all the categories covered, which you. I love always looking at the exhibitor list because it's so fun to see who's coming. You said one, you know, specific, different areas. But what are those trends, especially that you saw coming off of Vegas? And what can we expect to see in New York in terms of trends for the next season?

Yeah. So a couple of my favorite ones are going to be the, like, desert. The desert ease. So it's still the western vibes kind of coming off Nashville. And it's not just for Nashville. So I'm really into, like the cowboy boots. And then I also am really into the boho romance trend. So, like the soft colors, the ballet flats, the florals, Very demure of the moment right now. So I'm really excited for that. And we've got some great trend reports on our website. And so it kind of lists what the trends that we're seeing, and then it also lists some of the brands that offer those types of trends that will be in the show in New York. So it's a great resource that I would encourage everyone to check out.

Yeah, that's super helpful because if you're like, I'm looking for this kind of look, who can fit? And then, you know, when you're at the moment, you're like, I don't know. I don't know. So that's a great one. And, you know, it's like going to the grocery store. Don't go without a plan. So before, make sure you check out the website. The boutique hub. We've got a lot of resources, too, to support what you guys are doing in magic as far as, you know, seeing what sold, what categories you need to fill. What's your open to buy plan? Go with the plan and then cross reference that with the exhibitors that are going to be there on that magic website of who can fill those categories for you, who's going to fill that need, and really make sure that you get your biggest bang for the buck. For sure. The demure just makes me laugh when I see that.

I just learned about it in Las Vegas from some of the younger people.

Yeah, that and the brat girl summer is over. And then, yeah, I'm like, all these trends are coming along so quickly. I feel like we're flipping through them faster. I thought it was like mob boss wife. She lasted for like a month. And it was right of the warm weather. So I was like, where are we gonna wear these furs?

I know, I know. I'm really looking forward to. I think it'll still be hot in New York, but I'm looking forward to starting off some fall. Fall trends for September. So I'm excited for a change of season.

Yeah. Yeah, for sure. Okay. So I always like to do. This is just for fun, but do like a rapid fire question, question and answer session. So you get to be on my. My end of my rapid fire. But I want to talk about traveling, specifically, like tips and tricks for doing that. So what I'm going to do is just go back and forth with some questions, and if you're watching, you can kind of play along. This is an example of that kind of engagement that's so good to do with your own social media. So Tracy and I are kind of modeling it, but for you guys, like, definitely do this with your. With your customers, they love to answer these kind of questions. So. All right, Tracy, here we go. So we're going to, like, really focus this in on New York. So when you go to New York, do you prefer to ride or walk? Walk. Walk. Okay.

The traffic is crazy.

You don't think we can get a cab?

No, I. No, no patience for that. Definitely walk. Especially this time of year. The weather's amazing.

Okay, good, good, good. Are we packing? Light. Are we over packing? Do we need options? When are we going to pack?

Always over pack. We always need options.

All right, and then for, you know, eating or, you know, having that coffee or the drink at night, would you prefer to have the rooftop view or the street view?

Rooftop view.

Okay. All right. This one is kind of like if you're, you know, a type A or type B personality, do you like to use a map and know exactly where you're going to go, have reservations made, or are you the kind of person that's like, I'm just going to wander around. If I see something good, I'll just go there.

Oh, no, use a map, make a reservation, know where I'm going to go, have a plan.

Okay.

Fear of being lost in New York City. I can't have that.

Okay, how about hotel or Airbnb? Oh.

Probably hotel.

Yeah.

For New York.

Yeah. Yeah. You don't expect. Okay, this one I like. Would you prefer to get an upgrade at a hotel to a suite or on your plane ride, would you rather have an upgrade to first class? Like, what has more value to you?

Oh, that's a tough one.

Yeah. First class or the.

The suite, maybe first class because it's a long flight from LA to New York and I don't spend as much time in the hotel room.

That's very true. That's what everybody's like, how is your hotel? And I'm like, I don't know. I just slept.

Yeah, I just slept for however many hours I could.

Yes. Yeah. And to prepare you guys, if you've never been to New York, the hotel rooms are quite cozy. So it's. Yes, I would say cozy is the nice word for It. You don't. You don't need a lot of room in New York. You just need to sleep.

Yes, exactly. That's a great word.

All right. When you have any free time in New York, which I know is few and far between, but when you do, would you prefer to go to a show or a museum?

Definitely a show. I love a Broadway show.

Yeah. Okay. What's your favorite one that you've seen there?

My all time favorite is Les Mis.

Oh, yeah. Okay. I need to look at the show schedule and see if we can find something.

There are so many good ones and it's so easy. Times Square is like a 10, 15 minute walk from the Javits Center.

Okay, awesome. All right. All right, let's talk food. Because, you know, that's the best. The best topic there is. Yes. When you go to New York, what's. What's better, Italian or Chinese?

I say Italian because they're known for the pizza.

Yeah, yeah. Okay. So I feel like we're gonna be doing a lot of carbs when we go to New York. We'll get the bagel. Yeah. Stretchy pants. But we're going to.

Exactly.

Okay. We're walking, so.

Exactly. It balances it out.

Okay, so let's talk about kind of some more things about New York. So it's at the Javits Center. If you guys have not been to the Javits center before, as far as convention centers, I think it is so beautiful with all of the glass. It just. It does. It feels very like your New York moment. Very easy to navigate. Like you said, as far as magic and coterie sourcing project, like everything's laid out very, very well. Other things that we should take advantage of when we're in New York. I know we talked a little bit about some of the shows. What are some other things, you know, that you like to do as far as other other foods besides Italian? Let's go to that.

Yeah. So I would highly recommend Hudson Yards. It's a really short walk from the Javits Center. I would. I think, like less than a mile. And there's really great shopping there and really great restaurants. So I would say to go there. There's a great Greek restaurant called Kaima that is also walking distance from the Javits. I think I went there in February. Delicious Greek food, obviously, soho, like I said before, great shopping, great restaurants. Go see a Broadway show. Yeah. It's very easy to just walk or get a cab from the. From the Javits center to go to all the little Great pockets of New York.

Yeah. That's awesome. What about subway transportation? For subway. I'm someone that. I don't mind the subway. We've taken everything. Yeah, it's fine. I think. What do you think? Are you.

Personally, I'm not a big subway person. I'd rather take a taxi. But it's very accessible from the Javits and I know a lot of people.

Use it, so I think you have to do it once. You at least have to try.

Yeah, I've definitely done it before. It's not my thing.

Like to be crammed in with other people. Yeah. Yes. Yeah. Right? I know. Yeah. Fun times. Oh, I'm excited. You know, magic has such a rich history. I know this whole year has really been focused on that 90 year anniversary and celebrating all the things. A fun fact that I learned from your team this year was that magic started as a men's show, which I still, I'm like, you have to tell us. The acronym for magic is men.

It's. Yeah, it's crazy. It's. You know, we've been celebrating the 90th anniversary all year long and it's just, it's so exciting to see what has evolved and kind of what we're doing now. And. Yeah, it's just really exciting. I think there's always, you know, new things happening just since I've started, you know, we've added. We've added shows and, you know, different cities and it's really just listening to the feedback from our retailers and our brands because we do it for them.

Yeah, yeah, for sure. Yes. I think it was. Yeah. When we were in Vegas, you know, your team was. Jordan was talking about that Magic stood for Men's Apparel Guild in California. And that like, blew my mind because I always. Magic, it's just magical to come shop and source clothing.

Right.

Oh, it started as a menswear. So, yeah, you guys have been. Yeah, I'm saying for a long. A long time. And so really, when you guys are choosing, you know, our retailers are choosing to go to a show. That kind of like history, though, does reinforce to me that behavior of like, okay, I'm going to attend this show because obviously they know how to bring in the vendors. They know how to set up a show so that we can make the most of our time and really, you know, be profitable with the things that we bring home from the shows.

Yeah, of course we put, we put a lot of thought and work into, you know, all our shows in all our cities, curating the brand merchandising the floor, you know, the education sessions for everybody. All the fun things, you know, the hair, the makeup, the dj, the massages, the Instagram moments, you know, the fashion show. So we're, we're really excited for New York and, you know, before we know it, all the events in 2025 will be here as well.

Yes. Yes. Yeah. Well, you know, and people that are listening, that's of course Boutique Hub members. And that's what I think is too. So interesting is that Magic, you know, partnered with the Boutique cup because of fact, you know, both leaders in the industry and that, you know, we can support the retailers when they come. But that confidence too, that you guys have as Boutique Hub members, knowing when you come to Magic that we'll be on the floor, our team will be there to support you too. You know, you'll see Tracy and her team walking around. Everybody's super accessible. Yeah. When you get to the show, you know, make your first stop. The Boutique Hub booth. We're going to be located actually in the middle of the show floor, which is the hub. So see us there. You know, you stop by and get your lanyard and your badge and then a copy of your must see list which can help you, you know, figure out how to navigate the show and where to go. We cross reference that with exhibitor list that we get from Magic to make sure that, you know, all the top vendors are on there, the categories they represent, do they carry, plus do they offer live sales? You know, all those questions.

Yeah, our app is a really great reference as well. So all the brands are listed, their booth number, what category again, if they carry plus size or if they're woman owned or whatever, whatever you're looking for, you can find all that information in it as well as all the happenings on the show floor. So, you know, if you're looking for a happy hour or a coffee or a snack or you know, to do it, a diy, anything, it's all listed posted there as well. So we, we try to make it easy to navigate.

Yes. Yeah. And then you guys have gone back to the paper badges. I know that was something that we went away from and came back. So you guys can expect to get a paper badge. After you register, you will get an email confirming registration. But when they show up to get that paper badge ID correct is the only thing they need to have with them.

Yes. Yep. It's, it's super easy. We've got a lot of stations on site and you can also register on site as well.

So, so yeah.

And we have tons of people all around to answer questions. And like you said, you guys are on the show floor, which we're so excited to have you again with us in the Hub. And as well as me and my team, we're always around to answer questions. You know, specifically if you have questions about brands or categories or, you know, if you're looking for a trend, what brand should you go see? Me and my team are on the floor as well as you guys.

So, yeah, partnership. Yeah, yeah, yeah. It's a great partnership, for sure. You know, and like I said, one of the things too, that. That are great there is that brand discovery. So make sure that you guys use this, the resource of the hub team and of the magic team. Of which brands, you know, should I be keeping an eye out for? We always like to have those ones we create these relationships with and you buy with all the time. It's nice to be able to source something new, your customer and bring them in that way. And when you talk about product categories, too, something I noticed you guys are a lot more is that push for that sustainable brand. And you know that that'll be designated on the brand. And so if you've got a customer that values that look for that magic. I haven't seen that at other shows.

Yeah. So we have booth ID sign, so it says if they're new to show if they're sustainable. And we've started to give out sustainable sustainability awards as well. So, yeah, anything you're looking for will be either noted on the app or on the sign for the brand. So it makes. It makes it really easy for you.

Yes. Yeah. One thing too that I just like a trip, a trip, A T tip for the trips for the show is that I like to do is when you are going up and talking to those brands, especially ones that have like that sustainability category or there's just something that's really unique about them as they're telling you about their brand record, kind of their pitch or what they're saying. Because that's really important to take that home to your team and then they'll help sell that product. Because you get there and you're like, yes, this is amazing. And you bought into it and then you get home and you're like, what was it they said that I loved so much?

Yes, that's such a good tip. Take notes. I come from the wholesale side as well, so it's really important to know the story of the brand that you're carrying, because it's a great selling tool.

Yes. Yeah. And, you know, don't be afraid to ask the brands for that kind of information of what are your best stores doing to sell this product? How are they deciding? Explain it. What are they coaching employees on? They want you to sell through it because they would love for you to order with them again.

Exactly. Yeah. Reorder is key. And I think, you know, they as well know what's kind of trending in each territory, because it definitely differs depending on the part of the, you know, what state you're in and territory you're in. So. Yeah, it's really great to ask those questions. Yeah.

Yeah. I always like that. Like, I'm a Midwest boutique. Which one of these shoes is gonna.

I have the perfect thing for you.

Yes. Yeah. And really lean on those. You know, when you go into this, basically little mini showrooms, into the booth.

Yeah.

You know, when their sales rep is there, asking them, you know, you've seen so many stores this year. What is your number one seller? What would do great for me? Yeah. How do I display this? And that's your resource, really. And that's why we go to the shows. You know, I always tell people, too, if you're a boutique owner, it's your.