August 17, 2022


Business Activity

Pageant vogue is again. Is it nonetheless a model alternative?

Festival fashion is back. Is it still a brand opportunity?

“Festivals create such an incredible outlet for freedom of expression and elegance,” she explains. “We felt that… it was the most effective time to activate.” KPIs embrace visitors to, new prospects, gross sales of the capsule assortment and social media engagement all through the festivals.

Wrangler is one in every of many manufacturers focusing on festivals with renewed vigour. “Manufacturers need to have visibility at enjoyable, extremely anticipated occasion moments like Coachella or Glastonbury,” says Lydia Steele, vice chairman of vogue at PR company Purple. “This season we hosted a gifting suite at our showroom for a few of our manufacturers, together with Lacoste. We had back-to-back appointments with editors and VIPS… One of the best half was seeing photographs of expertise having fun with themselves while sporting the model.”

Luxurious: Creating viral moments

For luxurious manufacturers, the main focus is on creating viral moments. This yr, they’ve included Harry Types sporting Gucci at each his Coachella performances and Dua Lipa in The Attico at Denmark’s Roskilde. Luxurious knitwear model AGR has famous direct will increase in gross sales from dressing artists at gigs and festivals, says founder Alicia Robinson. AGR’s Cherish cardigan, worn by the likes of Child Cudi, Burna Boy and BIA, has offered out.

This yr, AGR gifted garments to creators attending festivals throughout the UK and US, together with Coachella and Glastonbury. “Pageant activations enable the garments to be seen by a special sort of shopper; somebody who could not store on Farfetch or Web-a-Porter,” says Robinson. “It permits it to be seen in a pure, enjoyable setting, quite than simply on a catwalk or in {a magazine} the place it might really feel unobtainable. It’s additionally so fab to see the loopy pageant styling that options AGR.” The 2 most necessary KPIs are social media engagement and web site referrals, Robinson notes.

Pageant gifting might be more cost effective than common influencer advertising, consultants say. “For those who put it in perspective, to submit two [Instagram] tales for a model, funds sensible, [costs] much more than a pageant ticket,” says UK-based influencer Leo Mandella (@GullyGuyLeo), who has over 700,000 Instagram followers and has labored with manufacturers similar to Fendi and Gucci. “Manufacturers or the festivals themselves are getting much more as a result of they are not truly paying a lot to the creator. Usually all they should provide you with is an access-all-areas go. It’s a method higher expertise.”