Magazine Research

Article 1

Brand Do's and Don'ts at a Festival

This is an article mainly expressing that festivals are an experience and as a brand trying to prosper in this new environment you have to remember the main reason the customer is here is to enjoy the music and lifestyle and the brand should adapt and work with this.

As I am doing Asos it is such a large brand that awareness of what it is, is already there. With Asos's large social media reach vast amount of shops I can easily advertise new concepts online and in store enabling the festival shops to then need less promotion.

http://www.campaignlive.co.uk/news/1300893/

Article 2

The Festival Opportunity

This Article explains the customer whom my concept should be aimed at and the opportunities there are to sell at festivals but what can be done wrong.The key thing it seems is that the brand doesn't get 'lost' within the excitement of the festival and there is still profit through success of promotion before and after.
Ideas for promotion:
bloggers/vloggers
youtube (e.g. UKF)
Crucial opportunities to sell:
Tickets released
Line-Ups announced

http://digitalmarketingmagazine.co.uk/articles/how-brands-can-avoid-the-festival-come-down/841

Article 3

'Participate in the pop-up trend

Mainly focusing on the promotion of music or awareness of a brand a lot of this article isnt too relevent to Retail. The key section that I am currently researching in more detail is specifically what i want todo, the pop up shop:

Harper’s Bazaar brought the ShopBazaar pop-up boutique to Coachella. Throughout the festival’s first weekend, the event took place in the Parker Palm Springs hotel. All purchases were made through ShopBazaar.com via MacBooks and iPads in the pop-up. Guests could walk away with new clothes to wear to the festival, while ShopBazaar benefited from new customer data and a showcase of its collection.'
There are also a few other examples of bigger brands partnering with festivals, for example Garnier Fructos

http://www.millennialmarketing.com/2014/01/marketing-at-music-festivals-playing-to-the-millennial-crowd/

Article 4

Australia Pops Up

This is probably one of the most relevent to my concept, Asos pop up shop in Australia, and sales acheived etc. This gives an idea of what would happen in the UK
'Participate in the pop-up trend

Article 5

Very.co.uk Pop Up

This is an example of what has been done before I am going to use this idea aswel as having actual product to buy there.

http://www.retail-week.com/multichannel/comment-festival-fashion-straight-to-your-tent/5039912.article

Article 5

Adidas  Shoe-Box

This concept seems more for brand promotion and customer experience,  it would be interesting to see if this increased sale 

http://blog.creativeaction.co.uk/2013/02/24/honey-i-blew-up-the-shoes/

Article 6

Urban Outfitters

http://blog.urbanoutfitters.co.uk/?p=13323