New Launch LA Show to Land in Crowded Trade Show Environment

Producers of new fashion trade show Launch LA are forecasting that the 125-booth show will be sold out when its inaugural event takes place July 25–26 at the Barker Hangar in Santa Monica, Calif.

But the boutique and better department store–focused show also will make its debut squeezed into a tight trade show calendar and in the midst of a rivalry with the popular streetwear and action sports–focused Agenda trade show, which is scheduled to take place Aug. 1–2 in Long Beach, Calif.

Launch LA will take place a day after the New York runs of the prominent men’s contemporary trade shows Project, which is scheduled for July 22–24, and Capsule, which will run July 23–24 in Manhattan. SwimShow, the prominent women’s swimwear show, which commands a lot of attention internationally, is scheduled for July 21–24 in Miami.

There is strong competition for vendors among these shows, and some sales deals require vendors pick one show over the other, said Willard Ford, partner of the 722 Figueroa showroom in Los Angeles. “In the industry, there’s a Capsule/Project split. Now there’s an Agenda/Launch split.” Ford said. “As showrooms we don’t have a stake in it, but brands do. They have to make a decision with it, and it’s a difficult decision.”

Agenda President Aaron Levant said that Launch LA salespeople have been courting longtime Agenda vendors to exhibit at Launch LA, owned by GLM Events, which also runs the sprawling Surf Expo trade show. (Surf Expo runs Sept. 6–8 in Orlando, Fla.)

“To me, Launch is a blatant attempt by Surf Expo to compete with Agenda. There’s not enough room for both of us,” Levant said.

“There is no void in the market to be filled right now. Talk to buyers; they say there are too many shows to go to now.”

But Josh Hunter, head of sales and marketing for Launch LA, said the rivalry between Launch and Agenda is overstated. He said his organization has never demanded vendors choose between his show and others.

“There is very little crossover. It is a different set of brands. We don’t see them as a head-to-head competitor,” Hunter said of his show’s relationship with Agenda. “We’re focused on being a small, curated show for select brands. Launch LA is a little higher end, a little more fashion-driven. It’s not a show where people will be competing for the stretchiest boardshorts,” said Hunter, who left a job as editor-in-chief at trade periodical Transworld Business to start Launch LA.

Hunter declined to state how much money GLM Events spent on Launch LA. “The parent company sees it as a long-term investment,” Hunter said. “The first one needs to be pitch-perfect.”

To help set the right tone, Launch LA named a jury, or a panel of industry leaders, to consult the show. They include Sophia Amoruso, founder of the quickly growing Nasty Gal e-commerce fashion store; Jeff Yokoyama, founder of influential brands Maui & Sons and Modern Amusement; Gotcha founder Michael  Tomson; and partners from high-profile New York boutique Saturdays.

Hunter said contracts have been signed for 90 booths of the 125-booth show. Brands Riviera Club, Red Wing Heritage, Mara Hoffman and Raen Optics will exhibit at the show. More than 500 buyers are scheduled to shop the show. 

A free car service will be scheduled to drive retailers to Barker Hangar. GLM also will produce a “hosted-buyer” program, in which it flies select buyers from across the country to the show, Hunter said. Trade show amenities also include hair styling and cutting services by Blind Barber, a New York City barber that recently opened a location in Culver City, Calif.

Launch LA booths will cost $2,975 for a 10-foot-wide, 8-foot-deep single booth and $5,950 for a 20-foot-wide, 8-foot-deep booth.—Andrew Asch