Agenda Courts Contemporary Market
The Agenda trade show, which launched as a T-shirt-driven boutique show for the streetwear market, has evolved into a key show for the action-sports and streetwear market. In January, Agenda will debut a new, larger location in Anaheim, Calif., and its first-ever dedicated snow section. Now, with the demise of the Action Sports Retailer Trade Expo, Agenda has the potential to become the biggest action-sports show on the West Coast.
In a move that signals its readiness to do so, Agenda has announced that it intends to expand its reach into the women’s contemporary labels living in the action-sports industry.
“Women are a playing a huge part in the street and action-sports circuit,” said Aaron Levant, Agenda founder and president, in a statement. “Up until now, the Agenda women’s division has been a result of our men’s brands that just happen to offer a women’s category, but there are so many dynamic women’s labels and divisions that are key to this industry. So, we are actively growing our women’s brands. Not only does this help Agenda clearly reflect what is going on in the marketplace, it provides buyers and press a one-stop shop for both men and women.”
More than 200 brands are expected to participate in Agenda’s Jan. 6–7 show at the Anaheim Marriot, with approximately 50 percent expected to be women’s brands or the women’s divisions of brands such as Obey, RVCA, Quiksilver Girls, O’Neill Girls and Vans, the statement said.—Erin Barajas
