“Festivals create such an incredible outlet for freedom of expression and style,” she explains. “We felt that…this was the best time to activate.” KPIs include traffic to Wrangler.com, new customers, capsule collection sales and social media engagement throughout the festivals.
Wrangler is one of many brands targeting festivals with renewed vigour. “Brands want exposure at fun, highly anticipated events like Coachella or Glastonbury,” says Lydia Steele, vice president of fashion at PR agency Purple. “This season we held a suite of giveaways in our showroom for some of our brands, including Lacoste. fun while wearing the brand.
Luxury: creating viral moments
For luxury brands, the focus is on creating viral moments. This year they included Harry Styles wearing Gucci while performing at Coachella and Dua Lipa in The Attico in Roskilde in Denmark. Luxury knitwear brand AGR has seen a direct increase in sales from dress-up artists at concerts and festivals, says founder Alicia Robinson. AGR’s Cherish cardigan, worn by Kid Cudi, Burna Boy and BIA, is sold out.
This year, AGR donated clothing to designers attending festivals across the UK and US, including Coachella and Glastonbury. “Festival activations allow clothes to be seen by a different type of consumer; someone who can’t shop on Farfetch or Net-a-Porter,” says Robinson. “It allows him to be seen in a natural and fun environment, rather than just on a catwalk or in a magazine where he may seem out of sight. It’s also fabulous to see the crazy festival style that features AGR. The two most important KPIs are social media engagement and website referrals, notes Robinson.
Festival giveaways can be more profitable than typical influencer marketing, experts say. “If you put it in perspective, to post two [Instagram] stories for a brand, budget wise, [costs] much more than a festival ticket,” says British influencer Leo Mandella (@GullyGuyLeo), who has over 700,000 followers on Instagram and has worked with brands including Fendi and Gucci. “The brands or the festivals themselves earn a lot more because they don’t pay the creator as much. Often all they need to give you is an access pass to all areas. It’s a much better experience.