The MAGIC apparel trade show, the largest clothing convention in the country, is again being held in sweltering Las Vegas but the organizers, at least, are feeling cool.

“Everything is up, exhibitors are up 15 percent. It’s wonderful news for the industry,” said Chris DeMoulin, president of MAGIC International, organizer of the bi-annual event.

Yet the devastation of the last year on the once-booming industry – versus just two years ago when apparel brands didn’t hesitate to erect lavish booths throw parties and hand out freebies — is still on the minds of all.

“People are very cautious about what they’re buying,” said Stella Cho, owner of women’s contemporary brand Miss Me.

Lynne Koplin, president of women’s at Oxford Industries Tommy Bahama brand, estimates that the visits by retail accounts to her booth are off 25 percent. 

“The salesmen have to be on the road,” Koplin said, noting that it takes more effort to book a sale in a new environment in which consumers have cut back spending and major retailers have suffered double-digit monthly sales declines.

A visitor to the MAGIC show is greeted by a dizzying display of garments, footwear and accessories for sale - from bejeweled jeans to tailored men’s suits to flowing tie-dyed dresses. A brand can easily get overlooked among all the competition, so some are spending more to attract notice, and banking on pent-up demand they say will hopefully drive growth next year.

Cho said she spent on a bigger booth this time and flew in more employees from the company’s Los Angeles headquarters.  She’s encouraged by the fact that her jeans lines are “doing better than ever.”

At men’s outerwear company Weatherproof Garment Co, overall advertising spending is up by a third, and President Fredric Stollmack says the company is “taking advantage of a weak media market.”

“We’re having a good show. We’re selling to big stores and they’re all here with their top  management,” he said.

Still, no one really knows just how the fall and winter season will play out, despite what many say is a positive start to the big trade show that sells for spring.

Stollmack summed up the question on everyone’s mind: “How are the stores going to do? No one knows.”

(Photo: Reuters)