Magic results for SA clothing brands in the US

The interest has been backed up with a buying aim from more than 80 countries worldwide. This year's participation was a huge success as all participating brands received substantial orders and established key contacts with international buyers as well as showrooms to stock their ranges in the US.

The SA pavilion was led by the DTI (Department of Trade and Industry) with the support of the Cape Town Fashion Council (CTFC), South African Textile Industry Export Council (SATIEC), Western Cape Provincial Government and the SA Consulate General in New York, Chicago and Los Angeles. Participants included local brands such as Darkie, Eco Trend, Funeka, Forever Young, Helon Melon, Maya Prass, Misfit, Ruby Lingerie and Malick.

The CTFC approached designers and offered assistance with the application process as well as with training to get “market ready”. Stefan Pretorius, a business consultant with substantial expertise within government-support programs, was hired by the CTFC to assist in completing EMIA applications as well as to advise on writing a marketing plan. In addition, the council funded a workshop presented by Debra Stevenson, a product and brand developer based in the US, who hosted a workshop to prepare participants.

“All the preparations were worthwhile and a huge success”, says Malick from Lunatique. Saskia Koerner, owner of the Misfit brand, said that the CTFC workshop helped her a great deal in gaining confidence before the show, finalising prices, advising on her display, clearing up vital vocabulary and assisting her in expressing herself correctly and confidently to the buyers.

The success of the SA brands at Magic shows how much potential lies in local design as an opportunity to breathe life back into the clothing and textile industry in South Africa.

For more information on CTFC activities, visit http://www.ctfc.co.za.