Reed launches new women’s trade show in New York
Reed Exhibitions would like to better serve the women’s segment in the US. Thus, the trade show organizer, which already oversees Agenda and Capsule, is now launching Axis in New York. Overseen by Vanessa Chiu, who supervised the women’s side of Agenda, the event will be held alongside Capsule Women as part of Pier 94 in Manhattan.
Scheduled for next February 22 to 24, Axis intends to target a next generation of fashion consumers. To reach them, the show will offer a new crosscutting “lifestyle” approach that is less segmented. The show intends to be "experiential”, inspiring buyers from American stores through its scenography, reminiscent of an art gallery, and carefully selected music.
From ready-to-wear to swimwear to accessories, lingerie, beauty and even a bit of interior decoration, the range will include niche brands that have not yet exhibited at a trade show, or new collections that are just starting out on the American market.
Axis will be able to count on the fact that Capsule will be just next store, helping to boost attendance for its first edition in a city that has a dozen women’s trade shows during fashion week. Besides Axis, another launch will also take place in February: that of Tranoï’s New York edition.
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