LOS ANGELES — Reed Exhibitions, the trade-show organizer that runs Capsule and Agenda, is targeting the women’s market with a new fair in New York called Axis.
Set to debut with a three-day run on Feb. 22 at Pier 94, next to Capsule’s women’s show, Axis will incorporate fashion, activewear, swim, accessories, intimates, home design and beauty. Aside from its semiannual editions, it will host female-focused networking events in New York and Los Angeles year-round. In an appeal to its digitally savvy base of Millennial customers, exclusive digital content and seasonal trend reports will incorporate the opinions of fashion influencers, including Nike global concept director Kristin Reiter, SweatTheStyle.com founder and model Adrianne Ho, pro surfer and A Gold E creative services director Kassia Meador, Style.com fashion market director Rachel Wang and Capsule cofounder Deirdre Maloney.
Still, it remains to be seen if the market can support yet another trade show. Agenda launched a stand-alone women’s section in its Las Vegas venue last February but eliminated it this past August in anticipation of the launch of Axis. Last May, Agenda founder Aaron Levant said the new women’s-only show represents not only an opportunity but also a component in a larger strategy.
“We’re putting all our eggs in that basket for women,” he said at the time. “For the target demo that we’re going after for the women’s show, in the New York market, there is nobody. They don’t fit into Coterie. They don’t fit into D&A. They don’t have showrooms out there.”
Vanessa Chiu, who spent the past two years building Agenda’s women’s business, is serving as show director for Axis.