Merchandising/Marketing/Retailing: Management

“A Whole Other Animal:” Challenges and Opportunities in Vending Apparel at Festivals

---

Abstract

The purpose of this study was to examine a small sustainable apparel company's experience with vending at festivals and provide insight into selling through that retail channel. A case study method approach was used. Data was gathered through interviews with co-owners, the company website, social media, and festival documents. Data were coded with key issues emerging, including festivals as a retail channel, with subthemes of opportunities and challenges. Opportunities described the owners "love of" festivals, which were lucrative, enjoyable, and an avenue for connection and community with their target market and other vendors. Challenges described difficulties the owners faced, including decisions of which to attend, what to bring, and how to handle emergencies. These challenges created significant stress and exhaustion for the owners. This study offers insight into the unique retail channel of festivals and provides information about a potentially new/untapped revenue stream. 

Keywords: retail channel, festivals, shopping, reatil selling

How to Cite:

Jablon-Roberts, S. & Simpson, L., (2020) ““A Whole Other Animal:” Challenges and Opportunities in Vending Apparel at Festivals”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11964