Last month when Coachella tickets went on sale and did not immediately sell out, it touched off a bit of soul searching. The festival's identity as the influencer event of the year has raised concerns about its significance.
Coachella has been instrumental for fashion and beauty brands, with over-the-top marketing activations and 'festival edits' becoming essential for reaching a wider audience.
Revolve Festival, established in 2015, by the online brand has now become a significant institution with sales surpassing $1 billion, showcasing the influence of Coachella on brands.
Amidst a shift in the festival's importance, retailers like Wolf & Badger are releasing 'festival edits' instead of Coachella-specific collections, showcasing a broader trend in the industry.
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