The Whys Behind Festival Fashion

The summer music festival season has begun, with Millennials poring over their newsfeeds in anticipation of the festivities. It’s debatable as to whether these events are still about the music, or have instead become an avenue for Millennials to see and be seen. Festivals have grown from a music outlet to a snapshot of youth culture. Nowhere is this more evident than with the unique rules at play when it comes to festival fashion. Festival wear is distinctly different, as girls flock to outdoor venues draped in Grecian-inspired maxi dresses, flower-crown headpieces, face paint, day-glo crop tops, and daisy duke jean shorts. When teens are seen dressed in neon spandex from head to toe in the NYC subway, it is clear that they are probably headed to the Electric Daisy Carnival. But despite the fact that the media will use photos of Millennials in Coachella garb to represent the everyday youth population, Millennials obviously aren’t wearing the full-on festival ensembles in their daily lives. Today we’re looking closer at the difference between festival and street fashion to figure out what it all means to Millennials. 

Late teen and twenty-something Millennials have reached the age of self-discovery at a difficult time. Many college grads have moved back home and are finding it difficult to secure full-time employment in today’s saturated job market, leaving them in limbo between independence and the inability to support themselves financially. Music and fashion have always provided the ultimate escape from the stresses of daily life, and now more than ever Millennials need this escape. For them, festivals have become an escapist showcase, a creative display far outside the realm of normal life. Whether for a couple of hours or several days, festivals allow attendees to step into a…

 
 
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Millennial News Feed

Quote of the Day: “I won’t buy an already-made costume to dress up in for Halloween because everyone will have those and I don't like having what everyone else has.” –Female, 27, FL

The future of the on-demand economy is shaping up, and soon anything you might need or want, from toothpaste to kittens, could be delivered to you in a snap. Grocery delivery app Instacart tapped into this “I want it now” mentality for some smart Halloween marketing: Seattle residents can use the app to order last-minute costumes that arrive in one hour. The startup conceived the campaign after receiving costume requests from many of their customers, and the service will be active until 8pm tonight. (Instacart)

Last week, we wrote that brands could learn some marketing tricks from Taylor Swift, and her social media skills continue to impress. Vulture has a break down of why Swift is the “reigning queen of celebrity social media,” where she acts like her fans’ best friend, interacts with them personally, and uses each platform the way they do. On Monday, she used Twitter to put those fans in the spotlight, reposting pictures of them posing with her new album on her own feed with the hashtag #taylurking, a reference to the fact that she was lurking on her followers’ profiles. (Vulture)

Older Millennials grew up with the internet, which means they remember its humble design beginnings, and how social media got its start—after all, they were at the center of it. The internet has come a long way in a relatively short time, but there is a growing nostalgia for Web 1.0, the good old days when “everything was smaller,” “close-knit,” and “DIY.” This nostalgia is fueling the design of some of the newest apps and networks, which emphasize intimacy, self-expression, and minimalism. (Gizmodo)

Young consumers have a different set of retail experience expectations, and while many till prefer in-store, there is no doubt that mobile and online are a very big part of their shopping behavior. So what are their digital retail tastes and habits? 55% use multiple devices to shop, and 71% of females do their online shopping at home versus the 77% of males who do it on-the-go. Their biggest frustrations include slow load times, slow checkout, lack of interactive features, and small/fuzzy images. Those images are important—55% overall, and 72% of females, say they “couldn’t live without pictures when shopping on mobile devices.” (Inc.)

Richie Rich is being rebooted for a new generation. A live-action Richie Rich show from AwesomenessTV is coming to Netflix in 2015. The story of the self-made child millionaire was first a comic book in the 1950s, then reinvented for ‘90s kids in the movie starring Macaulay Caulkin. In this modernized iteration, Richie is a trillionaire who earned his bucks inventing and selling green technology. (KidscreenMashable)

You've got questions, we've got answers. Silver and Gold subscribers have access to Ypulse's trend and Millennial experts for quick, personalized feedback on any topic. After each insights article on Ypulse.com, subscribers can submit questions and requests directly to our experts and receive instant responses. Whether they want to dig more deeply into a topic or better understand the implications for their brands, we're there to help. (Ypulse)

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