Despite being preceded by South by Southwest (SXSW) and Ultra Music Festival, Coachella marks the official start of “festival season.” Now, it is considered “in style” to attend these events. Ultimately, this is where the influencers of social media, music, tech, and fashion come together. Even so, if one chooses to forego said festivities, it is hard to ignore its impact. Everyone from big-box retailers to independent boutiques tout their “Style Edits” and “Festival Shops.”
Sharon Graubard, founder and creative director of trend forecasting firm MintModa explained the integral role fashion has to Coachella to Sourcing Journal Online. She said, “festivals are a place where people can play into fantasy, be free and experimental with their fashion. It’s a safe environment to let your freak flag fly, and it’s a place that you can take [ a look] a bit further.”
Coachella is an influencer marketing playground
Attendees are looking to express themselves through fashion. As a result, this time of year is retail’s golden ticket to additional cash flow. Fashion brands such as Windsor, Forever 21, amongst others have reported significant financial gains from their festival collections. Beam Fashion expressed that, “Coachella is as important for fashion brands as fashion weeks.
The festival collections are just the tip of the iceberg though. Pre-Coachella shopping events such as those hosted by Victoria’s Secret are breeding grounds for influencer posts. These posts hype up the brand as “worthy” attire for the weekends in the desert. Influencer marketing during festival season has tremendous ROI.
On the stage… then off the shelves
Even after Coachella, items worn by performers and other notable guests will likely fly off the shelves. Jill Guenza, VP Global Women’s Design at Levi’s shared with Sourcing Journal Online that Beyonce wearing a pair of Levi’s was “a sensation.” The impact of “Beychella” notably increased sales and attention on Levi’s. She stated, “as people crave more and more individuality in how they express themselves through fashion musicians that bring something truly new or different to their style will be the biggest influencers.” In the end, those brands will see that influence right where it matters most- their profit margins.
It’s no surprise that “exposure” for a brand is essential during a time in which social media reigns supreme. For those marketing to Millennials and Generation Z, having no involvement in Coachella is one missed opportunity.
Influencer marketing is looking to become a $5-10 billion industry according to MediaFix. If you’re interested in connecting with the top influencers and bloggers of 2019, reserve your seat at a show near you.
Miami– May 28th-30th, 2019
Canada August 19th-21st, 2019
Germany September 11th-13th, 2019