The Magic NY Fair takes place at the same time of the Coterie fair, an event focused on higher added value products during New York Fashion Week. The event features footwear, apparel and accessories brand and reaches shoppers from the East Coast of the United States mainly. Because it happens at the same time of the Coterie fair, it ends up attracting an audience that searches for products of greater added value and ends up helping the positioning of brands in the market. The action focuses on women's and children's brands and takes place twice a year, in September and February.