Coachella starts the festival season every year around this time, an annual music and art celebration. Over the past five years, this festival has become a marketing destination for influencers and fashion brands to capitalize on the “festival fashion” trend.
But this year, Coachella has been postponed, because the Coronavirus pandemic power festival and concert organizers canceled and rescheduled their events. And retailers who specialize in warm weather appearances and festival fashion are popular.
According to New York time, 30% of Revolve ($ NYSE: RLV) annual income comes from sales during the weeks around and before Coachella. This year, festival dress orders are one fifth of their average size. ASOS E-retailer ($ LON: ASOS) – which carries a variety of festival-friendly club clothes and accessories – has dropped sales by 20% -25% since the start of the pandemic.
But even without the Coachella clothing picture tag, some brands have experienced higher social media involvement than in previous years. Facebook ASOS said it reached 162,000 this month, up 64% from last April.
Late last March, a few weeks before Coachella 2019, boho-chic retailer Free People’s ($ NYSE: GPS) Facebook mentions up to 7,000. This year, mention jumped 114%.
This surge was partly caused by a pandemic. Customers make fewer purchases and focus on casual wear, but the global crisis gives them more talk about their favorite brands, more meaning and context.
“Week 1 of my Quarantine. Shop Online at ASOS, “a Facebook user write. “I try not to start,” someone commented.
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