Agenda postpones Southern California trade show to focus on B2C festival

By

Gabriella Lacombe

Published
Nov 23, 2018

Reed Exhibitions (RX) announced it will postpone its Agenda Winter Long Beach trade show, scheduled for January 3 through 4 of 2019 at the Long Beach Convention Center, breaking an over 15-year-long running streak. 

Catering to action sports and streetwear retailers and brands, the company said it will shift its focus in Southern California to its B2C festival scheduled for June of 2019. RX said this festival will merge "streetwear, action sports, lifestyle and fashion alongside music, art, food, education and more," indicating a transition to a consumer-facing model similar to the one explored in the beauty industry by BeautyCon Pop.

According to a release from the company, the shift from B2B to B2C "reflects the rapidly changing industry landscape" in which direct interaction with shoppers is paramount. 

“While large brands are focused on fewer, more meaningful retail relationships, 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. "This makes meaningful experiences with consumers more important than ever for our customer brands, both large and small.”

The company said many of its "bellwether brand exhibitors" have shown support for the decision, reinforcing that direct consumer-brand interplay is key to creating long-lasting relationships. 

“Our customers seek a personal experience with our brand,” said Bobby Hundreds, co-founder of The Hundreds. “[The Agenda Festival will be] a relevant and authentic fan expo that integrates customer interaction and speaks directly to the youth/fashion lifestyle market.”

RX will continue to host a B2B trade show from February 5 through 7 at the upcoming Las Vegas Fashion Week, where it will present a range of men’s sportswear, action sports, streetwear and footwear brands at The Pavilions at World Market Center Las Vegas.

RX has yet to announce whether the Long Beach B2B show will return in the future.