My apologies, but I really suck at this blogging stuff. My lack of updates are due to my selfish enjoyment of summer rather than sitting here in front of a computer screen. Well Agenda season is here and I would like to share my experience from last year to all my clothing brand rookies or aspirations ones. This rant can be a useful read to your future encounters with trade shows and the business side of the culture. Enjoy!
(These are some my thoughts, opinions and experiences, so don't let your decision be based on what I say. Everyone always have different outcomes at shows and different ways to success. I understand if you guys disagree, they're always mixed views on any subject. I'm ranting on this topic because I couldn't find any other Primer brands who talked about their Agenda experience when I was see-sawing when I was trying to make the decision. Some may think it's a bad business decision to reveal this, but it's my blog, so whatever. More Agenda pictures probably tomorrow as well. ) Everyone I've discussed to about deciding to booth at Agenda or not thought effulgence's trade show debut will have a great outcome. It has always been a dream of mine to booth at a major streetwear trade show, especially Agenda. Seeing many industry vets, celebrities, your favorite brands future products and people who understand the culture would be such an awesome feeling. Ultimately, the expected goal was to take the risk and investment and bring effulgence to the next level. Unfortunately, sometimes expecting too much can only lead to disappointment and unexpected plan Bs, but that isn't always a bad thing.
Maybe not attending the show first before having a booth could have been a mistake on my part. But the owner of Agenda really liked my brand, so it was convincing and worth my while to go for it all (In current slang, I decided to yolo it). I'd say 25+ brands and I were part of the Primer Section of the show. The Primer Section is intended for bringing Agenda back to its roots with upcoming brands pushing to be the next breed of the streetwear generation. A part of me before the show thought this was a gimmick and it partially was. They put all of the Primer brands off to the farthest end of the convention center. I even heard the show before that they put the Primer brands in a separate room. I was constantly looking up and down the row and from my perspective, the Primer hosts all had disappointment on our faces and most buyers were disinterested. It was literally a party on the other side. People were drinking, partying, socializing, playing ping-pong, dining and ultimately making deals. I felt having a huge Primer Section banner right above us drove buyers away. Why would buyers take the risk on a new brand when they can get guarantee sales on established brands? Don't get me wrong, Agenda would've been worth it if thePrimer section didn't exist and put us on the main floor as well to join the party. Even all of the coverage I've seen on blogs didn't highlight the Primer Section once. That huge Primer banner just says loser to everyone else.
From the trade show, I realized many buyers are flat out selfish and rude. They would slowly walk past your booth and glance, but not take the time to stop and check out what you're all about. You would even approach some right in front of your booth, but make excuses from, "I'll check it out later" or "I just got here, so I'll walk around a bit." And the few select buyers that actually stopped didn't even let me explain my brand or my designs. They seem to only care about if your "stuff" looks cool and would sell in their shop. That's where I was very disappointed. I thought what was missing and lost in streetwear and clothing in general was having graphics that actually have creative meaning behind them. I want to create dope apparel to wear, while having a intimate connection to the customer purchasing it. Apparently brands and buyers don't seem to care, it's all about money these days. I sat in on a couple of appointments where brands would show their future collections and not one explained the concept or inspiration behind any of their pieces and buyers didn't seem to care. Sales rep would explain their products like "3-D logo in black, blue, red, green" or "Bringing back a popular design in new colorways." Seriously? How boring! Do people still care about what they are actually wearing anymore? Or maybe it's just me. I personally care about what graphics stand for and the inspiration and relation to the brand. Each piece is unique and has a lot of passion put into it, so it's always cool to knowing that knowledge and what the brand is all about. You're not only buying t-shirt, but supporting what the brands stands for.
Many people I've talked too and other Primer brands explain that getting connections and making a few sales is having a successful show. But honestly, the time and money I put into this show wasn't worth it. I could have made deals myself and tried to work my way into the show for connections. I definitely appreciate what Aaron has done with Agenda. He gave this culture it's own trade show. But now, there is just too many brands and there is a hierarchy between them all becoming like any other trade show. Don't get me wrong, I think Agenda would be something I do in the future once I'm more established, on the main floor and buyers are chasing me than the me chasing them. I know all my negatives explained above is basically a taste of business for me, but I feel like it doesn't have to go down like that. Money is obviously a part of it, but it's not everything. I'm definitely still going to push for what effulgence stands for and not let this be a set back. Yes I was disappointed of the outcome, but it was a great learning experience as well. It confirmed a lot for what I wanted in effulgence. As long as my customers believe and appreciate what effulgence stands for, it makes me happy and grateful for the relationships that are and will develop. I ultimately want to create a brand where it's a true culture and anyone wearing effu can potential be friends. The struggles continues, but that's the best part of it all. I admit I was lacking during the preparation of Agenda. I apologize for that, but I'm more motivated that ever. I'm going to keep pushing my passion as the grind continues with no shortcuts and not settling for less or caving in others ways just for the money.
