MAGIC International, the organizer behind one of the fashion industry’s biggest bi-yearly business event, announced Tuesday (February 5) that they will be switching over from a four day event to three days, starting with their August 2008 tradeshow.

The change will affect the entire MAGIC Marketplace including sister shows Project and Pool.

According to the company, the change followed overwhelming requests by its customers.

“We are responding to our customers, and this decision was based on their requests,” said Chris DeMoulin, executive vice president of Advanstar’s Fashion Group and President of MAGIC International. “We are committed to delivering the most dynamic fashion trade experience with the most powerful buying and selling environment. Both exhibitors and buyers told us that a three-day show would allow for a more cost-efficient, time-sensitive and effective use of their resources.”

To maximize the time and energy customers invest in attending the marketplace, MAGIC surveyed customers from across the marketplace and found that a majority believed that the most desirable show length was three days.

Additionally, MAGIC has been in constant communication with customers to listen to their business needs and to determine the best format for its shows.

“We continue to invest tremendous resources to attract the top retailers, designers and manufacturers worldwide,” said DeMoulin. “As the leading tradeshow, we are committed to continually evolving the products and services we provide to earn our position as the world’s foremost fashion marketplace.”

In addition to changing to a three-day format, the company has also implemented a number of other show improvements, including: Organizing three market-specific (women’s, men’s and streetwear); Offering new exhibitor seminars in 2008 to help them maximize the MAGIC experience; Presenting an on-show-site new buyer seminar; and hosting regional meet and greet events for exhibitors and retailers.

After February’s show ends on Friday (February 15), its next show will commence on August 25, 2008 and conclude August 27, 2008.

For more information, visit