California Apparel News

Attendance and business for the Agenda trade show boomed at the Aug. 3–4 run of the surf, skate, streetwear and fashion trade event at the Hyatt Regency Huntington Beach Resort and Spa in Huntington Beach, Calif.

Agenda’s busy trade show aisles presented a marked contrast to some of the recent sour economic news. The Dow Jones industrial average plummeted more than 500 points Aug. 4, and unemployment remained a stubborn 9.2 percent across America.Retailers and vendors at Agenda conceded that times are tough for the activewear industry, too. However, one of the reasons why business looked good at Agenda is because it is the sole survivor of a group of West Coast trade shows serving action sports and streetwear. Action Sports Retailer Trade Expo, considered the pre-eminent surfwear show for the West Coast, closed in 2010. Class, another show with a fashion/skate edge, went on hiatus after its last show in May. Agenda is the one trade show on the West Coast to do business, said Bod Boyle, president of Dwindle Distribution, a skateboard-manufacturing company based in El Segundo, Calif.

“Last year, there were options,” Boyle said. “[Now,] if you want to meet people from a company, you have to come to Agenda.” Starting business in 2003 as a tiny but scrappy trade show, Agenda grew into an event where more than 300 brands exhibited and 7,000 buyers shopped the trade show, according to Agenda president and co-founder Aaron Levant. Last year, 5,000 buyers shopped the Agenda show. “We have hit a key point where everyone knows what Agenda is,” Levant said. For the most recent show, Agenda expanded with the debut of its Pavilion area, a 30,000-square-feet tent located outside the Hyatt Regency.

Agenda’s emphasis still is on a no-frills show. The majority of brands exhibit in 10-by-10 booths and a couple of racks. However, top labels such as O’Neill showcased in an 800-square-foot area. Almost every vendor interviewed reported fully booked appointment calendars and noted retailers were making orders for Spring 2011 as well as immediates merchandise. However, everyone conceded that an anxiety on the macroeconomic scene put a damper on the party. “The recession will take a long time,” said Pierre Andreacute; Senizergues, president of Sole Technology Inc., a prominent Lake Forest, Calif.–based manufacturer of skate lines such as Etnies and Emerica. “[Consumers] are being more careful. It’s about frugality and buying things that makes sense,” he said.

“Retail has become a race to the bottom in terms of price,” said Scott Terpstra, chief operating officer of Irvine, Calif.–based Stussy. “We’re focusing on retailers who focus on the integrity of brands, not those who focus on promotions.”

“Buyers are a lot more discerning; it is raising the level of competition,” said Charlie Setzler, president of surf brand Rusty. Most of Rusty’s prices are kept below $60 retail, he said.

Retailers and vendors got breathing room since cotton prices decreased, said Ron Abdel, co-owner of the prominent Jack’s Surfboards, the eight-store chain based in Huntington Beach. But he noted that consumers continue to show price resistance. “They can live with price increases of $1 or $2. But they won’t buy it if it’s hiked up $9 to $10 more,” he said.

Good scheduling also added to Agenda’s good fortune. The show is held in early August, a month before many surf brands wrap up Spring ordering in September. For those selling immediates, there is a solid month of summer left when consumer demand for summer clothes continues.

The show also coincided with a major sports event in Huntington Beach. The Nike U.S. Open of Surfing began on July 30 and runs to Aug. 7. More than 500,000 people visit Huntington Beach to watch top surfers compete and to have fun in the town’s party atmosphere, which is something like the X-Games and the Super Bowl for surfers.

According to Dave Rosenberger, vice president/national sales manager, young men’s and winter sports, for Quiksilver, Agenda has become part of a surf and skate market week for action-sports retailers.They come to town to watch competitive surfing, shop at Agenda and then take meetings at the headquarters of active-sports labels such as Quiksilver. “The whole week is very productive,” Rosenberger said. California- and West Coast–based retailers such as Pacific Sunwear, Zumiez,SunDiego, Zappos, 80s Purple, Revolve, Tilly’s, Swell.com, Black Market, American Rag, Zebra Club shopped Agenda. Vendors reported a greater presence of international retailers and East Coast–headquartered shops such as the Navy Exchange; Florida surf shops Maui Nix and Innerlight Surf & Skate Shop; and 17th Street Surf Shop, based in Virginia.