New In-Person Collaboration Popping Up in Orlando

Sue Pelletier, Senior Editor
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NEW YORK — Informa Markets Fashions, Clarion Events, and Tarsus Group are collaborating on a co-located event in Orlando in February 2021 designed to provide a multi-market in-person marketplace for the fashion industry’s upcoming buying season. The shows — Informa Market Fashion’s MAGIC Pop Up Orlando, which serves the women’s and men’s apparel, accessories, and foot markets; Womenswear in Nevada (WWIN), a womenswear fashion and accessories trade event; and OFFPRICE, which focuses on the affordable apparel, accessories, and footwear sector — will take place side-by-side February 9-11, 2021, at the Orange County Convention Center (OCCC) in Orlando. Each will provide safety measures including appointment-driven networking, limited to no-contact registration, and early hours for at-risk buyers.

“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 realize 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.”

Related. Informa Markets Fashion’s 2021 Lineup Includes In-Person and Digital Events

Those safety measures will be based on Informa’s AllSecure program, which was developed in collaboration with industry associations, event organizers, and venues. In addition to adhering to local physical distancing requirements for the show floor and public spaces, guests will be subject to temperature screening at entry, mask-wearing requirements, and there will be continuous sanitation and deep cleaning of the facility across all three shows. The OCCC will host the three events in its West Concourse, which is accessible from hotels via pedestrian bridges.

Organizers plan for the co-location of these events, one of the first in-person market opportunities for the fashion wholesale communities, to be an example of how in-person events can be safely reintroduced in the first half of 2021.

“The importance of live trade shows 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,” says 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.”

Reach Kelly Helfman at Kelly.helfman@informa.com and Tricia Barglof at tbarglof@offpriceshow.com.