The Business Behind Festival Fashion

​Music festivals are far more than just a place to relax – they’re a fashion marketer’s dream. 

Trendalytics – an online platform that assesses consumer wants and retailer needs – has found that festival season is the latest retail boom, ‘“Back to Festival” is Spring’s official “Back to School”’, their recent report boldly announces.

What does this mean for retailers? It means a new way to make a profit, by introducing festival-centric collections earlier, and a new playground to test styles, products and services — they highlighted Sephora’s Beauty Together tent, which supplied complimentary makeup and hair services throughout Coachella, which not only increased brand loyalty, but supplied the company with a ‘100k person/day consumer insights panel’. 

The full report is only available to subscribers, but you can explore the Trendalytics website here, or check out our favourite celebrity looks from this year’s Coachella.