The largest apparel trade show in the U.S., the Las Vegas MAGIC Show, opened on February 10 at the Las Vegas Convention Center. With additional events such as the Las Vegas Apparel Show, WWIN Show, and OFFPRICE Show already underway, the nationwide fashion industry is engaged in an intense marketing push through February 12.
Korean-American apparel companies from the LA Fashion District have gathered at the event to expand their market reach and boost sales. Brian Lee, president of the Korean American Manufacturers Association (KAMA), said, “While the MAGIC Show’s influence has diminished compared to previous years, it remains an effective platform for acquiring new customers.” He noted that over 100 Korean-American-owned businesses, including KAMA members, are participating.
Despite facing challenges from Chinese fast-fashion giants like SHEIN and TEMU, as well as declining consumer spending, Korean-American apparel businesses see the MAGIC Show and other concurrent trade events as vital opportunities for marketing and networking.
A Korean-American apparel industry insider mentioned that while the costs of booth rentals, sample production, and participation fees pose an initial financial burden, companies remain hopeful about securing new buyers, especially with major retailers like Forever 21 becoming far less dominant in the industry.
Many Korean-American brands are also exhibiting at multiple trade shows simultaneously to maximize exposure. Although uncertainties remain due to former President Donald Trump’s tariff policies, industry sentiment remains cautiously optimistic. If Trump’s administration revisits import tax exemptions for small shipments from China, it could potentially curb ultra-low-cost competition and create a more level playing field for U.S. apparel manufacturers.
Meanwhile, representatives from Bank of Hope, the largest Korean-American bank in Southern California, will be present at the event to connect with existing clients, seek new customers, and analyze industry trends.
This year’s MAGIC Show features more than 900 exhibitors showcasing their products, with an estimated 78,000 industry professionals expected to attend. Notable major buyers at the event include TJX US—the parent company of TJ Maxx and Marshalls—as well as retail giant Walmart.
BY HOONSIK WOO [woo.hoonsik@koreadaily.com]
