Weekly Stories

Festival Frenzy: Retailers Tap Coachella

Reported by Alison Gough & Katie Baron on Apr 20, 2015 6:17:34 PM


H&M's Coachella 2015 collection

Now a major marriage of music and fashion, the annual Coachella Valley Music and Arts Festival in Indio, California – held over two consecutive weekends in April, 11/12 and 18/19 – renewed its reputation as a prime hotspot for retailers to seduce a relatively captive audience. Beyond the festival, too, retailers are remotely trading on the event's buzz to boost sales before and during the festivities.

Pre-Event Momentum
US department store chain Nordstrom has launched an online and in-store temporary pop-in shop called Magic Hour selling festival-inspired goods including sunglasses, sandals, T-shirts and flasks. The product edit was curated by Nordstrom's director of creative projects, Olivia Kim, who also commissioned an exclusive soundtrack, which is being streamed via the pop-up website. Luxury fashion e-tailer Net-a-Porter has also launched a Coachella hub collection of festival-ready items.

Anywhere Retailing
California-based fashion e-tailer Revolve Clothing is offering same-day shipping to the festival. Website and mobile orders (mobile sales now constitute approximately 15% of Revolve Clothing's total turnover) made before noon are being delivered by vans to the site and the surrounding area.

Instagram Moments
Swedish fast-fashion retailer H&M, which is an official sponsor of the event, is hosting a tent equipped with a 360-degree mirrored selfie station for taking and sending the now-ubiquitous self-portraits via social media; an 'aura camera', billed as capturing the user's aura colours (the electromagnetic fields that surround the human body); and the chance to try out Oculus virtual reality headsets – immersive gaming technology capable of virtually transporting users to other environments.

Three weeks before the event H&M also launched the first fashion collection to be officially co-branded with the festival, online and in stores globally.

French beauty retailer Sephora is hosting a do-it-yourself make-up bar with its private-label beauty brand, together with a vending machine that dispenses free products to people that post images to Instagram with the hashtag: #SephoraCoachella.

Mag-Tail Pop-Ups
Following a successful pop-up at the 2014 event, the US edition of Harper's Bazaar magazine is hosting another ShopBAZAAR pop-up retail experience at Coachella. For the initial weekend US lifestyle website Popsugar is partnering with multi-brand e-commerce site ShopStyle for a three-day takeover of the Avalon Hotel (in neighbouring Palm Springs) to offer styling experiences with US designers Mara Hoffman and Cynthia Vincent, flower crown making, a braid bar, make-up station, and custom screen printings.

Guest post Stylus.com by Alison Gough, Editor & Katie Baron, Head of Retail

Topics: festival, fashion retailer, socialmedia, music festival, Coachella, Weekly Stories, instagram, h&m

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