Page 451 - Jan 2019 MM

Coachella, Bonnaroo, SXSW, Lollapalooza, Music Midtown, Hangout – today’s music festivals are all about the music AND ... The ‘AND’ is driving a strong and growing retail niche that runs the gamut from clothing and footwear to jewelry, cosmetics, tech gear and more. It’s no longer a weekend here and there; it’s a full season of fashion and accessory retail product opportunities.
“It’s all about the experience. Festival attendees want to be part of the vibe, dress the part, mingle, be seen and photographed,” says Blake Rayon, president of Uncommon Fashion, Inc., a wholesale showroom and marketing agency. People used to wear jeans and T-shirts. Now the looks change with each season and concert.
“Smart retailers and e-tailers, monster brands, boutiques and gift shops are taking advantage of this event-driven niche that increases foot-traffic and sales in what has traditionally been
a slower time of the retail year,” says Rayon. He says the niche has surpassed $30 million in revenue.
About 70 percent of purchases are made pre-concert after reading blogs from influencers about hot brands such as Mamie Ruth, Topshop or Revolve; viewing festival-ready catalogues; seeking out specialty shops or browsing in-store promotions,
says Rayon. About 30 percent of sales are impulse buys at festival pop-up shops. “Local and traveling artisans sell well to people who want to take home a unique piece of jewelry, T-shirt, or hat from the event,” says Rayon.
Fashion Shows
The full festival experience often borders on an extensive fashion show with customization and specialization determining extensive outfit planning.
“You put on a hat, and you create a personality,” says John Callanan, senior designer with Dorfman-Pacific, which lists Music Festival as a category on its website. People shop the brand for period derby, fedora or cowboy hats which they might embellish with beads or feathers. “A classic boater is perfect for the Jazz Festival at Governors Island,” says Callanan. Some customers flock to Halloween Adventure’s Goth store for black top hats, bowlers and other toppers for alternative music festivals.
“Hats are magical,” says Callanan. Literally! There’s a big trend
in sequins, ‘50s-inspired wide headbands and mythical creatures such as mermaids or unicorns. Festival goers thrive on creating their own looks and being different. >
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