Hunter has long been a wardrobe staple of the Glastonbury music festival, for Kate Moss, Alexa Chung, and non-celebrities alike. Recently, the company noted that search volume for the brand was at its highest April to September (despite three months of warm weather), and sales peaked just before Glastonbury (starting June 22 this year). Concluding that much of this was due to the festival, Hunter has changed its communication strategy accordingly.

Last December, Hunter gave up its spot in London Fashion Week. In place of the show, Hunter sponsored its inaugural Festival Summit to share insights and key learnings with other brands and retailers. It also launched a festival-themed campaign with images of bands, colorful outfits, and models dressed like attendees. And next week, Hunter plans to reveal an online festival hub with playlists, weather information, and styling advice.

new-york-fashion-week-2016-total-post-engagement-during-aw-runway-shows (1)It seems like the trend is to meet customers at the search engine instead of on social media. Festival attendees in the U.K. add up to 14 million, which is 23% of the country’s population. In the U.S., festival audience is 33 million, or 10% of the population. Both are opportunities to engage and sell to audiences, since both social media engagement and search spike during events like festivals and New York Fashion Week. However, as social media platforms become pay-to-play and saturated, brands might benefit from investments in search – particularly non-brand terms. For Hunter, that might be “How to loosen festival wrist band,” which is the top search term of the season

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