Dive Brief:

• Online clothing retailer REVOLVE is offering same-day shipping to music festival Coachella, which this year runs April 9-12 and 16-19.

• Boho “festival” attire, hugely influenced by the two-weekend music event, now makes up 18% of the retailer’s sales, up from 9% in 2014, and not just during Coachella’s days, according to Forbes.

• The retailer maintains a Festival page with curated looks from boho favorites Free People, For Love + Lemons, The Jet Set Diaries, and others. Delivery is available to Coachella Valley, Palm Springs, Indio, La Quinta, and Palm Desert. Website and mobile orders before noon will be delivered by REVOLVE vans to Coachella and the surrounding area same day; orders posted after noon will be delivered the next day. Mobile sales make for 15% of REVOLVE’s sales.

Dive Insight:

REVOLVE’s strongest quarter is Q2, unusual for apparel retailers and driven largely by what has become a musical event that has had a huge influence on fashion. Other apparel retailers this year have featured Coachella-inspired offerings, but REVOLVE is capitalizing on its Coachella-driven success by orienting logistics to the festival itself, an excellent example of literally meeting its customer where she is. 

“Festival season is huge with our customer. Our girl is thinking about festival season months in advance,” says Mike Karanikolas, co-CEO of REVOLVE. “Festival season’s becoming more and more important across the country, it’s a fashion event in its own right.”