Sima Kumar halloween, experientialretail...
Trick Or Treat?
Image via: Zimbio
Halloween has become big business for retailers in the UK. In 2017, UK sales from Halloween grew to £320 million. Up from 2016 figures of £310 million according to a study by Mintel.
Forward-thinking retailers are capitalising on this money making festive day by embracing the “experiential retail” aspect of it. As more and more consumers shop online, Halloween is one of those holidays that brings the best bang for the buck with in-person experiences.
Millennials fully embrace this holiday and with Netflix shows such as Stranger Things and new cult favourite Riverdale, an entire category of fashion gets to participate. It’s not so much about head to toe ghouls and goblins anymore but more sexy and sinister stylised offerings. This kind of marketing goes directly into the pockets of Gen Z’ers who are becoming one of the most influential consumers, especially when it comes to luxury fashion.
Image via: Pinterest
Pretty in pink: Nancy from Stranger Things Miu Miu via MyTheresa.com
What was once uniquely seen as a very American festivity has become a marketing strategy in the UK. Less costume and more couture as luxury brands capitalise on every chance to appeal to their customer.