Strength in numbers: Informa Markets, Clarion and Tarsus dress to kill in Orlando

Informa Markets Fashion, Clarion Events, and Tarsus Group have announced a February co-location of physical events in Orlando, Florida, for the upcoming fashion buying season.

The collaboration is between Informa Markets Fashion’s newly announced MAGIC Pop Up Orlandoa women’s and men’s apparel, accessories, and footwear eventwith US-based fashion tradeshows Womenswear in Nevada (WWIN), a womenswear fashion and accessories trade event, and OFFPRICEserving the affordable apparel, accessories and footwear sector. The organisers' coordinated action answers the industry’s call for a comprehensive physical buying event in the first half of 2021. Following market disruption in 2020, the alignment of show dates addresses the industry’s return to in-person experiences.

The stronger together approach will see MAGIC Pop Up Orlando, WWIN Orlando Showcase, and OFFPRICE take place side-by-side 9-11 February, 2021 at the Orange County Convention Center in Orlando.

Each event will feature appointment-driven networking, and will be limited to no-contact registrations and early open hours for at-risk guests.

Organisers are coordinating their event planning and implementing protocols across all shows to ensure the highest levels of safety and hygiene. By coordinating the event location and timing, brands and buyers alike can maximise business opportunities in a single location.
“Connecting face-to-face and tactile experiences are key components to how the fashion industry does business – it’s more important than ever for key events players to unite and work together to deliver on the needs of our brands and buyers in the safest, most thoughtful, and effective manner,” said Kelly Helfman, commercial president of Informa Markets Fashion. “At the same time, we realise that this is potentially the first time that our brands and buyers are coming together again and as such, safety and comfort are driving our strategic approach in event planning and execution. We are focused on collectively agreed-upon measures that can be implemented across all of our shows, while also continually monitoring local and government recommendations.”
Guided by Informa AllSecure – a detailed set of measures developed collaboratively with industry associations, event organisers and venues, attendees can expect temperature screenings at entry, mask and physical distancing requirements as directed by local and government guidance both on the show floor and in public spaces, as well as continuous sanitisation and deep cleaning measures across all shows.
Orange County Convention Center will host the shows in its West Concourse. Desiree Hanson, executive vice-president, Clarion Events, WWIN Shows, described the OCC as “the perfect venue to gather the market together, with a campus-like property and space to accommodate proper social distancing. It’s also in close outdoor walking proximity to hotels and restaurants, therefore limiting the need for shuttles - among other additional benefits”.

“The importance of live tradeshows and face-to-face meetings has never been greater than now. They are vital for fostering business, progressing industry, and bolstering economic growth. For this reason, we are very much looking forward to this first-time collaboration and bringing the entire fashion community together over the same time period,” said Tricia Barglof, executive director of the OFFPRICE Show. “By joining forces on the same campus, we, as a fashion community, are stronger together. United by the common aim of reinvigorating the retail industry, OFFPRICE, MAGIC Pop Up Orlando, and WWIN Orlando Showcase will be able to greatly accelerate its recovery post-Covid-19. Therefore, I’d urge everyone to get involved – exhibitors, retailers and venue partners.”