ThinkWithAD

How to Win at MAGIC: A No-BS Guide for Brands and Buyers.

Sep 01, 2025By Adam Dudley
Adam Dudley

Why MAGIC Still Hits Different

MAGIC isn’t “just a trade show.” It’s a live marketplace where buyers with budgets meet brands with product—and decisions get made in real time. Work it right and one week in Vegas (or a regional edition) can do what months of cold outreach can’t: put your line in front of the right people, capture qualified leads, and close real orders with real ship dates.

What MAGIC can do for your brand:

  • Distribution: Get into indie boutiques and regional chains—beyond DMs.
  • Pricing proof: Validate wholesale/MSRP and margin with actual buyers.
  • Content: Leave with legit photos/videos and buyer quotes for your site + socials.
  • Intel: See trends, hear buyer objections, study competitor positioning.
  • Relationships: Meet reps, showrooms, and partners you’ll use all year.

When & Where to Go (quick note)

The flagship MAGIC Las Vegas typically runs twice a year (February & August), with regional editions in other U.S. cities. Dates move—check the current show calendar before you book.

1) Pre-Show Setup (2–4 Weeks Out): Make It Easy to Say “Yes”

For Brands

  • Line sheet (PDF + QR): wholesale & MSRP, packs/size runs, colorways, MOQ, lead times, payment terms, reorder policy, MAP (if any).
  • Samples: Steamed, tagged, true to production. Bring backups for bestsellers.
  • Booth story: One-line positioning + three differentiators (fit, fabric, price point, story).
  • Show special: E.g., free freight on opening order, 2-pack waiver, or 5% off if ordered at show.
  • Payments: Be ready for card, ACH, and deposit % on opening orders.
  • Compliance basics: Care/fiber labels, ticketing, barcodes if required by your target retailers.

For Buyers

  • Open-to-buy: Budget windows + margin targets (keystone? 2.5x? 3x?).
  • Store profile: Price bands, customer demo, size curve, categories to fill.
  • Deal sheet: A simple template for MOQ, lead time, ship window, and terms.

Goal: Walk in looking retail-ready. No guessing. No scrambling.

2) What to Pack (don’t wing it)

  • Brands: power strips, gaffer tape, clips, steamer, lint roller, fabric shaver, extra hangers, Sharpies, QR one-pagers, business cards, mints, water, comfortable shoes.
  • Buyers: rolling bag, measuring tape, business cards/QR, sample bags, a simple “PO checklist” on your phone.

3) Floor Strategy: How to Work the Show (Day by Day)

Plan the map: Hit anchor halls first, then niche categories. Time-box each zone.

Your 15-second opener (brands)

  • Who it’s for (your customer)
  • What problem it solves (fit, fabric, price, story)
  • Why it wins (proof: reorder rates, margin, units sold, press)

Fast-qualifying questions (buyers)

  • MOQ? Pack sizes?
  • Lead time + ship window?
  • Terms (deposit vs Net 30)?
  • MAP policy / chargebacks?

Lead capture that actually works

  • Scan + notes: “Indie womenswear, $100–$180 retail, wants XS–XL, ships in 6 weeks.”
  • Tag A/B/C priority so your follow-up isn’t chaos.

4) Margin & Terms: Keep It Business

  • Wholesale vs MSRP: Know your keystone math (2x). Many boutiques run 2.2–2.8x depending on category.
  • Hidden costs: Hangers, ticketing, polybags, carton labels—get the routing guide to avoid chargebacks.
  • Terms: New brands often start deposit + balance before ship. Net 30 arrives with trust and track record.
  • MAP: If you want pricing discipline online, state it, document it, enforce it.

Pro move: Bring a one-pager with your Top 12 SKUs, margin notes, size curves, and sell-through anecdotes. Buyers love clarity.

5) Content Ops on the Floor (turn the show into marketing)

  • Quick verticals: 10–15 sec clips—on-body shots or clean forms.
  • Buyer micro-testimonials (with permission): “Fabric + size run works for our price point.”
  • B-roll: Booth action, line-sheet closeups, differentiators.
  • Same-day edit: Post a clean reel: “As seen at MAGIC — DM for line sheet.” Tag the show for discovery.

6) Post-Show Pipeline (48-hour rule)

Sort leads:

  • A (ready) — wants pricing/PO now.
  • B (warm) — curated picks + next call.
  • C (later) — light touch + newsletter.

Email sequences:

  • A-Lead — “Thanks for visiting [Booth]. Here’s your curated line sheet for [Store/Price Range]. Show special ends [Date]. Can we lock [Ship Week]?”
  • B-Lead — “Based on your [Category/Price], here are 6 SKUs we recommend. Quick 10-min fit/merch call?”
  • C-Lead — “Great meeting you. We launch [Drop Month]. Join our buyer list for preorders.”

Calendar it: If there’s no next date, it’s not real.

7) If You’re Not Ready to Exhibit (still go)

  • Walk the show like a scout: pricing bands, pack sizes, merchandising ideas.
  • Collect 20 cards from retailers/showrooms that match your lane.
  • Book 10 micro-meetings off-site (coffee, lobby)—show samples/line sheet.
  • Debrief: What you must fix before you buy a booth (fit notes, packaging, terms).

8) Red Flags & Rookie Mistakes (skip these)

  • Over-merchandising your booth (confusion kills orders).
  • Handshake-only deals (document terms in writing).
  • Samples ≠ production quality (buyers will notice).
  • Waiting a week to follow up (that lead is cold).
  • Ignoring compliance—ticketing/labels/carton marks can cost you.

9) Quick Tools & Templates (steal this)

  • Line sheet fields: styles, colorways, pack/size runs, wholesale, MSRP, MOQ, lead time, terms, reorder policy, MAP.
  • Lead note format: Store • Budget • Categories • Price band • Size curve • Timing Next step/date.
  • Follow-up cadence: Day 2 (personalized recap) → Day 5 (reminder + social proof) → Day 10 (last-call on show special).

10) What Success Looks Like (realistic)

  • Short term: 5–15 qualified accounts in pipeline, 2–6 opening POs, clean content.
  • Mid term: Reorders within 60–120 days, improved terms with repeat buyers.
  • Long term: Regional clusters, showroom interest, tighter forecasting.

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⚠️Disclaimer: Event schedules, exhibitor rules, and retailer requirements change. This article is for informational/educational purposes only and isn’t legal, financial, or logistics advice. Confirm specifics with the organizer and your counterparties before you commit.