We’re pleased to announce that Reed Exhibitions, owners of Agenda, will be launching a stand-alone women’s fashion lifestyle trade event with cross-category merchandising including branded collections in fashion lifestyle, active lifestyle, swim, beauty and home, and accessories and intimates, called AXIS.
LOS ANGELES (September 4, 2014) – Filling an unmet marketplace need for a fashion and lifestyle trade show for a decidedly new generation of women, Reed Fashion Group, a division of Reed Exhibitions, today launched AXIS. This new trade show will draw from the established resources of Reed Exhibitions, the world’s largest organizer of trade shows, which currently hosts more than 20 fashion events annually—including Capsule and Agenda shows—in three countries.
AXIS will take place biannually during New York Women’s Market Week in February and September. The show debuts winter 2015 (February 22nd – 24th), co-located with sister show Capsule Women’s in Pier 94.
“AXIS is the first trade show of its kind built for a new generation of women,” said AXIS Show Director Vanessa Chiu, an industry veteran who has spent the last two years cultivating AGENDA WMNS, another top-performing Reed Exhibitions trade show. “Guided by the same ideas and inspirations that drive its clientele, AXIS takes a cross-category approach to merchandising that reflects the eclectic, aspirational way its demographic shops. The result is an experiential event that resonates throughout the fashion industry and serves as a year-round resource for attendees.”
Drawing influence from art, music, street culture and design, AXIS is a trend-focused, multidimensional platform that caters to global and emerging women’s collections. Exhibiting fashion lifestyle, active lifestyle & swim, accessories & intimates, and home & beauty, AXIS takes a holistic approach to merchandising that places as much emphasis on lifestyle as it does
category. Lifestyle is the precise combination of influences, interests and inspirations that come together to make something unique and authentic. Through this lens, AXIS embraces lifestyle as the nexus of collections and the defining element of personal style.
Filling a Cultural & Aesthetic Void
“AXIS was created to fill the void in the Women’s New York fashion lifestyle market with niche brands that currently do not show,” Chiu continued. “We’ve built a platform to showcase the new-new, expose branded collections that were displaced in the current New York trade circuit, and introduce new global collections into the U.S. marketplace. We plan on utilizing our team’s matchmaking expertise to introduce media, brands and retailers, and tie it all in with events that make AXIS a true 3-D, lifestyle experience. By co-locating with our sister show, Capsule Women’s, we’re able to bring all women’s brands together in one place.”
AXIS takes aesthetics and culture into account at every turn. Collections exhibit in a gallery-like setting with white walls, natural wood and modern fixtures that mimic an architectural facade. Art and music components are thoughtfully curated so that attendees are constantly discovering new inspirations. Food and beverage menus are designed to be health-conscious, and attendees can also participate in health & fitness activities throughout the duration of the event.
Through participation in the show, collections and buyers are introduced to AXIS’s vast network of creative and talent resources, as well as exclusive digital content and seasonal trend reports that distill the opinions of the key fashion influencers on the AXIS Collective. These trendsetters and advisors include Nike Global Concept Director Kristin Reiter; SweatTheStyle.com founder and model Adrianne Ho; athlete and style icon Kassia Meador; Style.com Fashion Market Director Rachel Wang; and Capsule Show cofounder Deirdre Maloney. By hosting year-round, female-focused networking events in New York and Los Angeles, AXIS encourages attendees to interact face-to-face and works to transform the industry into a collaborative community.
AXIS is a fashion lifestyle trade event created for a new generation of trend-focused young women. With an emphasis on cross-category merchandising, AXIS is an inspiring platform that reflects the eclectic way its clientele shops. www.AxisShow.com