Swedish fast-fashion retailer H&M announced that it is again partnering with the Coachella Valley Music and Arts Festival on a co-branded collection for men and women, launching in the U.S. next month.
The retailer will also again set up a pop-up at the two-weekend festival, famous for its boho-attired, free spirited attendees. Tickets are expensive and the event is sold out, but H&M has some passes to give out via social media in March.
Last year retailer REVOLVE offered same-day delivery of clothing to various spots at the festival and nearby areas, sending out vans to get morning orders out. The retailer also threw a party at the festival, and maintained a Coachella page online curating boho favorites Free People, For Love + Lemons, The Jet Set Diaries, and others.
The music festival season in general, and Coachella in particular, are increasingly influencing summer fashion trends. And retailers with the desired goods are savvy to tether themselves to a highly influential, sold-out mega-event like Coachella that continues to have that kind of sway with young people.
But it’s not just about having the goods, it’s also about making it easy for festival-goers to shop for them. Coachella’s capacity for each weekend is for 99,000 people, and this year it’s sold out already.
A gathering of that magnitude is a natural spot for a pop-up store with omni-channel capabilities, says Anthony Rodio, chairman of Storefront, which helps retailers find and establish pop-ups and other temporary leases. Retailers will increasingly find they need some flexibility when it comes to their physical footprint, rather than just the traditional capital-intensive, long term approach, he says.
“Consumers, especially when you get into fashion and lifestyle, they’re demanding a vertical, Apple-like experience,” Rodio told Retail Dive. “ I believe the old retail model’s going away. The world is over-stored in my opinion. Pop-ups enable you to meet your customers in a timely, seasonably driven, short term type of way.”