The Agenda tradeshow consumed The Hyatt Regency in Huntington Beach, California, for two days August 4-5, mixing business, pleasure and the hype of the U.S. Open of Surfing. Agenda has gained solid momentum over the last few seasons and it showed in Huntington Beach. The layout of the show consisted of three labyrinth-like levels of showrooms filled with exhibitors (many first timers), and a steady pace of floor traffic.

Aaron Levant, founder of the show, has acknowledged the growth: “This is our largest show ever, across the board from brands to attendance to floor space.” It was also smart timing being in Huntington Beach during the U.S. Open of Surfing. “This week is the need-to-be place for anyone who works in this industry,” said Levant.

Need to be indeed, if you wanted to see Quiksilver’s new line aimed at the girls’ 18-24 market, which made its first showing at Agenda. Much buzz surrounded Quik’s decision to add the girls’ category, and what it meant for Roxy and the women’s line. According to Quik’s Kenna Florie, VP of sales and marketing for women’s division, “Roxy is just fine. It is not going anywhere.” In fact, after conducting marketing research Quik found that less than 10% of their consumers know that Roxy is a part of Quiksilver. Florie said, “We were so blown away that we conducted a second survey to be sure.” This created the opening for Quik to explore the new category. “There will be no confusion in differentiating the lines. Roxy will still be fun, bright and colorful and we will continue to sponsor athletes,” Florie said, “The Quiksilver girls’ line will be more subdued, romantic and classic with softer fabrics, washed down and muted colors.” The new line, which carries 108 pieces, will only be offered to surf specialty stores the first year as the line draws from the coastal feeling and heritage of the brand. Jana Arbaszewski, buyer for Spyder surf shop in Hermosa Beach, CA, was the first retailer to see the line at Agenda. She commented, “I loved the line. It is something we are missing in this industry. It is very beachy and very clean.”

Another line debuting for the first time at Agenda was Stance. Stance, according to Ryan Kingman, director of marketing, “is strictly socks. We are coming to the market with a new perspective making socks sexy and cool.” Other brands have done socks as an accessory but none as a loud and proud fashion piece. “Lots of brands do socks but they don’t champion the category. We have an opportunity to do so,” said Kingman. Creativity drives the design with categories such as Mix Match, 3 of a Kind, Gripper Cush performance skate socks, an Artist series and Ankle Biters for the little guys. With big name investors like Rick Alden and Jeff Kearl, look for Stance to be on the feet of the hip and famous.

Agenda is proving to be a useful tool for both exhibitors and buyers looking to cross over into new categories. Beats by Dr. Dre is a headphone brand backed by a partnership of Monster Cable, Dr. Dre and Interscope Records CEO Jimmy lovine. An unlikely candidate for an action sports oriented show, Beats launched the waterproof iSport in-ear headphone set at Agenda because they saw the opportunity to make ground in a new market. “We’ve seen everyone from Zumiez to small skate shops,” said James Vaccaro. “Our price points are higher but we have superior quality of sound.” Plug in a pair and listen – they’re not lying. The iSport retails for $229.95 USD.

Hurley created a full-circle marketing assault with their presence at the U.S. Open and inside the show with one of the largest booths decked out to highlight their new ‘Blacklight’ series. The line includes T’s, fleece, denim and swimwear that pop in, you guessed it, a blacklight environment. Allen Johnson, director of international sales, said, “It is all about color, but taking it to another level and adding another dimension. It definitely has a nightclub influence and as music and art are part of our DNA, it fits.” New for the girls is the Phantom-inspired “Kini” which is swimwear made of the same material as the top selling men’s short. Johnson added, “Bob Hurley is always thinking ahead and questioning ‘where can it go next’. We are always looking toward innovative, high performance pieces.” They also promoted their new partnership with Disney’s Tron movie, which they unveiled the week before at the X-Games.

Rhythm has begun making tracks in the U.S. and has landed new global headquarters in Irvine, CA. According to Rod Tomlinson, sales manager, “Design is still based in Australia, but we work in conjunction with them as we offer a year round line in the U.S.” In the past, Rhythm’s designs have had a fashion forward feel for U.S. retailers which has closed some doors. However, the doors are now opening up as key retailers have called to place at-once orders for the shorter boardies and walk shorts that other brands have yet to pick up on. “We are as technical as anyone else, if not more, but we also have the incredible prints because of our Australian roots.” He continued, “Rhythm is known for its prints but also for the level of quality and attention to detail.” Marketing news for the brand includes a heavy push into music as they have partnered with bands and a concert series at famed venue The House of Blues.

Volcom’s girls business was showing their Jennifer Herrema collection which previously only carried denim. The collection increased to eight pieces including lace-up jeans, destroy patch denim and a real leather vest. “These are pieces you cannot buy in fast fashion,” commented Michelle LeBlanc, director of sales for Volcom girls.

Neff headwear has blazed the path in accessory business success. The brand, which started geared at the snow market with beanies, is now branching into the surf market with newly signed Dion Agius as the first surf team rider. “The brand is exploding as we speak,” said founder, Shaun Neff. The brand plans to stick to headwear but has added accessories like backpacks, belts, wallets and gloves.

What’s next for Agenda? “We are moving to Anaheim for the next show, where the venue is twice the size and all on one floor,” said Levant. The show will still be in a hotel ballroom to keep costs low, which is part of Levant’s successful business formula for Agenda’s growth. Also new for the January Agenda show will be the addition of Agenda Snow and also Agenda Garage which will feature motocross and the like. Although adding these new segments to the show, Levant insists the show will remain coherent. “We are not marketing different shows, just adding segments to align like brands. We are all under the Agenda show.”

Next Agenda, January 6th and 7th in Anaheim, California. Visit www.agendashow.com for more info.

Words Heather Bensen