After the health crisis, massive events, music festivals and concerts have become one of the favorite activities of children and adults. In addition to live music, crowds dancing and having fun, festivals have become the new fashion showcases. Example of this is Shein x Tecate Emblemtwo brands that have joined forces and take advantage of the spotlight to go far beyond two days of music and fashion.
These two industries complement each other perfectly, as they share similar characteristics and values, such as creativity, innovation and the way to express emotions in the form of art.
The also called fashion festival, has proven through the years, a symbol of expression and originality. Which in turn has opened a huge showcase window for brands. Shein, the e-commerce giant, knows it, and not only that, but it does it in an outstanding way.
According to the thesis Young music festivals, a way of cultural consumption of live music: “The festival functions as a meeting, party and ritual space. It also supposes a unique economy of culture, since given the large number of hours that people spend in the place, a significant number of services are offered”. In other words, these events are inherent to the culture and provide a tremendous opportunity for brands to shine.
Shein x Tecate Emblem
Taking advantage of the two days of the festival, the clothing giant has launched the collection #SHEINmusicfest, where you can find, as we are used to, a wide variety of products for women, men, accessories and plus size. Also, all of the above in different styles: Y2K Fashionista, Dreamy Boho, Western Glam and Urban Luxe.
Each one of them is designed and presented, according to the fashionistas and musical tastes of different generations. For example, Y2K Fashionista, involves textured bikini tops, butterfly halters, psychedelic prints and oversized silhouettes. So, reference is made to the two thousand being back, just like Mel C, Robbie Williams, Enrique Iglesias and the Black Eyed Peas.
On the other hand, the dreamy boho, seeks that those with a more related or hippie chic style feel identified. So, the pieces that make it up include matching pants, lace shirts, patterned maxi skirts, woven dresses and the trend, tye-dye. With which artists? Camilo, Donovan, OneReplublic and Pabblo Vittar.
In the same way it happens with Western Glam and Urban Luxe: sets of garments linked to genres or musical styles and even generations. Therefore, both the campaign and the concept think about centennials, millennials and even generation X.
New experiences and fashion shows
Music festivals, in this case the Tecate Emblem, represent the union of music with brands to create multisensory experiences for attendees. Now even, for those who see it through social networks. Create an inspirational spectrum, be it with the looks or the artists featured.
In this way, great opportunities are created for brands to connect with their audiences or consumers. In accordance with The Sensory Lab: “Music is one of the most effective tools to connect with your customers”. In addition to 80% of attendees buy brands linked to the chosen festivalaccording to Momentum AEG Brand Reception Music Festivals.
Thus, Shein x Tecate Emblem it is an event and campaign, which paints to be successful. Hand in hand with influencers, media and social networks, maximum diffusion is achieved and it reaches its target audience directly, almost regardless of their age. Therefore, music serves as an emotional link between customers and brands.
Shein is already a giant in the fashion world worldwide. Hated by many and loved by millions, the truth is that she has had rapid growth and success, so much so that she is strengthening her workforce in the country. In addition to promptly presenting the different initiatives that she has for Mexico in 2023.
Music festivals have set trends that lead to ideas, lifestyles and even behaviors. Today, it is not enough to go to a concert, have the group or outfits Perfect, it’s part of the experience. Letting your imagination run wild to get the best photos is now the essential basic and Shein knows it.
Mariel Otero Journalist passionate about fashion, the world of beauty and the source of lifestyle. Lover of stories worth telling, series, movies and sagas. Cheesy and closet geek.