The necessity of festivalisation – Reed show Agenda goes B2C Americas

Reed Exhibitions has announced that it will be postponing its Agenda Winter Long Beach trade event, which was scheduled for January 3-4, 2019.

Agenda is a B2B business event in the action sports and streetwear industries. Reed says it will be evolving the show to focus more heavily on its B2C festival in June 2019, merging the business side of the event with music, art, food, education and more.

The B2C festival was previously one day of the larger Agenda Long Beach summer show. It will now be expanded, as Agenda evolves from B2B to B2C to match a rapidly changing exhibitions industry landscape.

Ron Walden, Group Vice President of Fashion and Lifestyle, commented: “The business of fashion for our customers has changed dramatically over the past five years.

“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. This makes meaningful experiences with consumers more important than ever for our customer brands, both large and small.”

With the transition underway, Agenda will continue to embrace the retail community in southern California and throughout the country.

Agenda Event Director Neil Wright said: “We’ll continue to work with retailers across the board. From curating partnerships between retailers and brands for activations, to promoting events through their doors and digital networks, retailers will play a significant part in the success of the Agenda Festival.”

Agenda will still maintain a strong B2B presence, however, at Las Vegas Fashion Week, where it will move to The Pavilions at World Market Center. This will take place from 5-7 February.