B2B Streetwear Events Become Lifestyle Festivals
LA-based streetwear trade show Agenda and New York fashion showroom Made have turned their respective B2B events into fully monetised lifestyle festivals. The moves affirm the trend for transforming industry-only events into consumer-facing happenings (see B2C Retail Trade Show Trend for more).
Combining live music with on-site shopping opportunities, both concepts trade on consumers’ booming desire for inclusivity and ‘professional-grade’ insights – an appetite detailed in Re-Engineering Exclusivity and Exploiting Insider Access.
- Agenda debuted its “culturally immersive” (skate, surf, street culture, food, art) music and shopping experience at the Agenda Festival in July. The one-day event closed the company’s biannual B2B trade show, attracting 15,000+ people. Alongside 500+ pop-ups and brand activations from labels including denim giant Levi’s and Californian watch brand Nixon, it also hosted sports star meet-and-greets, skate contests, art installations, panel discussions and food trucks. Brand-sponsored stages hosted live music performances from the likes of US rapper Asap Rocky and LA punk band No Parents.
- Made launched a series of two-day events to coincide with its LA summer trade shows in June to connect its roster of contemporary streetwear brands to consumers. Held at music venue L.A. Live Deck, it attracted 2,000+ people per day. American rap stars including Wiz Khalifa, Snoop Dogg and the Wu-Tang Clan’s RZA entertained the masses during fashion shows from brands including US fashion label Opening Ceremony.
Tickets for both festivals ranged from $20-60.
For more on democratising industry-insider-only happenings, read See Now, Buy Now: Spin-Off Concepts. Also watch out for our upcoming report Branded Festival Experiences, publishing in September.