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Reed Postpones Agenda Winter Long Beach to Focus on Reimagined Summer Edition

Hil Anderson
, Senior Editor
November 25, 2018
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LONG BEACH, Calif. – Reed Exhibitions called off the upcoming Agenda Winter Long Beach less than two months before its run date, saying it planned to increase its focus on the summer edition of the semi-annual Southern California apparel show and reimagining its consumer-festival component.

Reed has not yet announced new dates for the postponed show which was scheduled to run Jan. 3-4, 2019. As it stands, the Agenda brand now has two shows: Agenda Las Vegas on Feb. 5-7 and Agenda Festival in June – exact dates not yet set.

Agenda organizers said that the postponement reflected changes in exhibitor attitudes in the apparel sector that have been developing over the past few years. “While large brands are focused on fewer, more meaningful retail relationships, the smaller start-up brands are utilizing technology and digital platforms to market and sell directly to the consumer,” said Ron Walden, RX Group Vice President of Fashion and Lifestyle Events. “This makes meaningful experiences with consumers more important than ever for both large and small customer brands.”

Agenda has begun to make a trendy name for itself among consumers. The Agenda Festival, which launched in 2017, draws a youthful audience from the greater Los Angeles area and is held outside the Long Beach Convention Center. It originally took place over two days immediately after the trade-only Agenda exhibition at the center and featured pop-up shops set up by show exhibitors. There were also music concerts, food trucks and other experiential diversions for the public. This summer, Reed partnered with the Dew Tour to bring professional skateboarding daredevils and other action sports demonstrations to the festival.

The 2018 Agenda Festival attracted some 10,000 attendees, which Reed said was just the kind of direct consumer outreach they were looking for. “This natural evolution from a B2B to a B2C event reflects the rapidly changing industry landscape,” Reed said in its announcement.

Robert Weinstein, Vice President of Marketing at ReedPop West, told Trade Show Executive that Agenda would continue as an industry trade show in Las Vegas in February. “Many brands and retailers still want a strong B2B trade event in the men’s sportswear, action sports, streetwear and footwear spaces,” he said. “Agenda will be there to support them during Las Vegas Fashion Week.”

Reach Ron Walden at (213) 223-5111 or rwalden@reedexpo.com; Rob Weinstein at (213) 223-5111 or rweinstein@reedexpo.com

 

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