Informa Markets Fashion, Clarion Events, and Tarsus group have announced a co-location of early February 2021 events to create a multi-market physical event in Orlando, Florida for the upcoming fashion buying season. The collaboration is between MAGIC Pop Up Orlando, Womenswear in Nevada (WWIN), and apparel and accessories event, OFFPRICE.

Informa Markets Fashion’s MAGIC Pop Up Orlando is a women’s and men’s apparel, accessories, and footwear event. WWIN a womenswear fashion and accessories trade event, and OFFPRICE serves the affordable apparel, accessories and footwear sector. The collaboration is an answer to the industry’s call for a much-needed comprehensive physical buying event in the first half of 2021.

Following market disruption in 2020, this joint effort’s aim is to address the industry’s return to in-person experiences, with rigorous safety measures in place, while also driving greater commercial opportunities and business continuity for brands and buyers, according to a press release by Informa.

MAGIC Pop Up Orlando, WWIN Orlando Showcase, and OFFPRICE will align February market dates and locations, with the events taking place side-by-side from February 9-11, 2021, at the Orange County Convention Centre in Orlando, Florida. Each of the three events will feature considerate layouts, appointment-driven networking, as well as limited to no-contact registrations and early open hours for at-risk guests. Buyers can expect to find a curated array of brands across women’s and men’s trend and contemporary apparel, accessories, and footwear categories across multiple price-points including moderate, mass market, value sectors and more.

With safety as the cornerstone for all event layouts and execution, event organisers from MAGIC Pop-Up Orlando, WWIN Orlando Showcase, and OFFPRICE are jointly approaching event planning with rigorous implementation of protocols across all shows to ensure 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.

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.

As the chosen venue for the co-location of all three events, the Orange County Convention Centre, located in the heart of the Convention Centre District and only 15 minutes from the Orlando International Airport, offers a centralised layout with various hotels, restaurants, and retail within nearby walking distance, limiting transportation for safety purposes. With state-of-the-art facilities and boasting two event buildings connected by five pedestrian walkways, the February events of MAGIC Pop Up Orlando, WWIN Orlando Showcase, and OFFPRICE will take place in the West Concourse.

Directed by the need to rally around the industry, the collaboration of event organisers to ensure the safe and thoughtful reintroduction of live trade events in the first half of 2021 marks continual and increasing steps forward towards rebuilding and recalibrating the fashion wholesale community. As such, the co-location of these events will be one of the first in-person market opportunities for fashion brands and retailers to immediately and actionably revive and thrive again in the year to come.