TRADE SHOWS
Agenda Offers a Streetwear and Contemporary Alternative in Miami
MIAMI, FLA.—Streetwear trade show Agenda this year opened a Miami edition of its biannual show, held in Long Beach, Calif., and Las Vegas. While its flagship shows in Long Beach and Las Vegas continue to draw the largest attendance numbers, the July 18–19 run at the Mana Wynwood Convention Center featured more than 200 domestic and international street, surf, lifestyle and skate brands—including Billabong, Camper, Diesel and Volcom—along with scores of emerging brands. Agenda’s first Miami show was held in January, coinciding with other Florida events such as Art Basel and Surf Expo. The July show was held concurrently with Miami Swim Week and several other trade shows.
While the Swim Week shows were held in Miami Beach, Agenda opted for Miami’s grittier arts neighborhood. At the show, street artists spray-painted canvases of brand reps sporting their favorite looks. A large photography installation dominated the show’s entryway. JugoFresh and COYO Taco provided food and refreshments while a full-service bar was serving drinks throughout the duration of the show.
The floor was buzzing with major retailers, including PacSun and Urban Outfitters, along with e-commerce retailers such as DTLR, Chrome Industries and Epitome. According to Agenda WMNS Show Director Vanessa Chiu, the show was a good fit to run at the same time as Miami Swim Week because there’s so much crossover for most of the brands exhibiting at the show.
“We have a lot of contemporary women’s retailers that come in here because they’re done with the other shows. But they’re always in and out,” Chiu said. “They know exactly who they’re going to see. They already know how much they have to buy and in what category.”
Agenda’s efficiency is due largely to the fact that brands are encouraged to be proactive and reach out to the retailers they are interested in snagging. Manny Martinez, the brand manager for Champion, says he uses his time at Agenda to introduce new or overlooked product to his stable of buyers.
“It’s really a time for us to solidify what’s in place and make new contacts,” Martinez said, adding that Agenda is also “great because it draws a lot of Atlanta and New Orleans retailers, so we make some great new contacts.”
Ronnie Sarauge of Rukus Board Shop in Baton Rouge, La., attended the show in hopes of finding new brands and identifying trends.
“We come here to see the stuff that’s coming out in the future,” Saurage said. “After our appointments, we always do walk-throughs to see what catches our eye.”
This year, vintage looks are trending, with a large variety of brands offering vintage or vintage-inspired styles, like up-and-coming retailer Versus ATL and megabrand Fila. “We’re designing for two different customers, heritage and contemporary buyers. Our heritage customer is leaning towards ’90s looks,” said Luis Colon, director of lifestyle product at Fila USA.
Unisex style is also trending, and scores of retailers are offering gender-fluid pieces. Swedish brand Dr. Denim debuted its popular trench bomber in Spring 2017 colors while sunglasses brand Komono’s metallic, circular shades were offered for Immediate buys.
