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Looking good at all costs
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Rachel Wolfe, who works for Blue Jeans and Bikinis in El Cajon, Calif., looks through clothes at the Anama booth Tuesday at the MAGIC show.. » Buy this photo
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LAS VEGAS REVIEW-JOURNAL
Updated: Feb. 18, 2010 | 9:02 a.m.
If a girl wears Gotta Flurt shoes, she's probably got an attitude. That's the look Jeffrey Jia wanted when he launched the brand 15 years ago in Europe.
His signature shoe is the zip-up "disco" shoe. They're hip and out of the ordinary.
Jia was marketing the shoes Tuesday at MAGIC, the fashion industry's giant trade show that comes to Las Vegas twice a year.
It's his fifth year at the show, and even in a down economy, he said he can't afford to miss it.
"Why not? Make the economy grow. Spend more money," the Los Angeles businessman said. "We're always on top of fashion. It's the image."
The Men's Apparel Guild in California show is expected to draw about 75,000 people during its three-day run at the Las Vegas Convention Center and Mandalay Bay.
The show floor was expanded 16 percent to 750,000 square feet this year, with 1,200 new exhibitors, MAGIC spokesman Chris DeMoulin said. First-time buyer registration increased 9 percent and overseas buyer registration increased 13 percent.
Convention business in Las Vegas declined 24 percent in 2009, mostly because of a sour economy. It didn't help when President Barack Obama admonished a bank for scheduling a meeting in Las Vegas after receiving federal bailout funds.
"You can't get corporate jets. You can't go take a trip to Las Vegas or go down to the Super Bowl on the taxpayer's dime," Obama said a year ago at a town hall meeting in Indiana.
"I think he was under pressure because of the money being loaned to big corporations, mostly from Wall Street," Gotta Flurt sales manager Doug Vesling said. "He had to say what's politically correct."
That didn't stop apparel manufacturers and retailers from throwing lavish parties for their clients at places like the Hard Rock Hotel and Mandalay Bay Foundation Room. They could write a $100,000 deal out of that event, said Vincent Moreno of Australia-based Seduced Group.
"It gets a little expensive, but I guess it's a necessary evil," he said.
Moreno said he has to show the company's line of products somewhere, not only to get new business, but to build the brand's namesake. MAGIC brings international vendors and buyers together in one place to hash out the best prices, he said.
Liza Deyrmenjian, founder and chief executive officer of afingo.com, chose MAGIC to launch her Web site, a social network for the fashion industry. She said Obama's remarks didn't pertain to her.
"This is the mother of trade shows for the fashion industry. It's a matter of how you budget and forecast where you want to be and how get to that goal," she said.
Moti Reuben, president of Los Angeles-based 26 International, said Obama was wrong to bash conventions in Las Vegas.
"You have all the shows. You have business and pleasure and the opportunity for people to get out of their routine," Reuben said. "It is expensive, but it's also advertisement. It's worth it because you can show what you're making and get a reaction for those from the people who come."
Contact reporter Hubble Smith at hsmith@reviewjournal.com or 702-383-0491.
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