Jon Kapelson is not one to look back.
When Kaps, his family’s 124-year-old, four-unit men’s specialty store chain in Massachusetts, succumbed to the economy last winter, he quickly searched for his next chapter. and for Kapelson, that translated into the newly created position of vice president of men’s wear for the MaGic trade show.
“It’s been fun,” he said of the position he accepted in March.
At MAGIC, Kapelson, who remains based in New England, said his role is to help create a well-merchandised, dynamic show that encompasses a high-impact selling experience while working to fill the needs of retailers and exhibitors.
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“It’s a hand-in-hand experience,” Kapelson said, noting that, besides working with vendors, he’s in close contact with MAGIC’s retail relations team to ensure that stores attending the show “accomplish what they need to do.”
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Making the job easier this time around, he said, is the remerchandising of the men’s section that will be unveiled when the show opens today. Men’s, usually the venue for traditional sportswear, tailored clothing and classification brands, now will include contemporary labels as well as a revamped layout.
“When you walk in, you’ll find that the whole men’s area has been redefined,” said Chris DeMoulin, president of MAGIC international and executive vice president of parent company Advanstar Fashion Group. “It will be more open, with wide aisles and international fashion brands.” several lounges also are being installed for retailers to utilize when they need a break from shopping.
DeMoulin said the men’s area is designed to seem “like a gigantic store, where like brands are merchandised together.”
“The layout is going to be much easier [to navigate],” said Kapelson, adding that there’s a slew of new exhibitors coming in as well.
For example, several brands are planning their debuts at the show, including Kenny Chesney’s new apparel collaboration, blue chair bay, which will bring an airstream bus into the premium section of the men’s area. The superstar also is planning an intimate, invitation-only concert for MAGIC attendees at the Hard Rock Tuesday night.
In addition, Lamborghini, Arn Mercantile, Tim Soar, Alpha 60, Uniform for the Dedicated, Kling, Humor and Belongo Trevor will launch at the show, MAGIC officials said. Dockers will relaunch there, and tumi plans to unveil a new collection.
To stir retailer interest, there will be a WiFi lounge, a footwear trend gallery, free haircuts, artists painting a mural live during the show and an assortment of fashionistas tweeting from MAGIC and its sister shows, project and pool. The tweets are designed to help retailers shop the show more effectively and will offer information about trends, product finds, celebrity spottings and parties. Michael Nash, a former fashion editor at Vibe and Men’s Journal and now a contributor to GQ, will tweet about men’s trends.
For big stores as well as small, Kapelson said, MAGIC’s primary job is to showcase current trends and provide a venue for retailers and manufacturers to “get together and develop relationships.”
Looking forward, he said MAGIC hopes to grow its accessories, footwear and tailored clothing areas to complement its historical strength in sportswear.
Global expansion is also key, with more than 80 countries expected to be represented at this edition, Kapelson noted.
“One of the nice things about MAGIC’s that it provides retailers and exhibitors a solution, and it does it at the largest venue [in the industry],” he concluded.