Tapping into Niche Culture With Music Festival Marketing
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Music festival culture is just that; a culture in itself that has certain fashions and attitudes attached to it that makes it unlike other areas of life or entertainment. As such, it is beginning to be idolized by young people in a way that transcends it to a different lifestyle that is coveted as being the ultimate form of freedom and acceptance. Trend Hunter’s PRO Trend Music Festival Mania discusses this in further and details some of the key elements of how our culture is continually permeated year after year by weekend-spanning music gatherings that foster a new kind of socialization.
As with many areas of niche culture, not everyone is able to join in on the party and brands are taking this notion in stride by using music festival marketing to their advantage. The Free People Martha Hunt series characterizes music festival culture in a few distinct trends: tribal patterns, headpieces, and ethereal flowing garment cuts. Additionally, brands such as GUESS have created music festival-themed clothing collections that further embody the concept of the culture and put it within reach for those who can’t attend. In all, it’s likely that we’ll be seeing music festival marketing gain significant power in the coming months as the shows continue on through the summer months.
For more information about the various ways that niche culture is constantly shifting and evolving, check out Trend Hunter’s Marketing Trend Report.
References: trendreports