Accessories label Peta + Jain director Peta Wessel has revealed to Ragtrader that the postponement of Coachella to October due to COVID-19 is likely to work in the business’ favour.
Despite using the festival as a key branding moment in its marketing calendar, Wessel said that the business will instead tie in summer communications in Australia with Coachella.
"We had scheduled events and a photoshoot in LA which we have now had to move to October.
"We actually see this as a benefit for us as we will be able to capture both the USA and Australian festival market because Australia will be in peak summer season leading up to Christmas and festivals around this time."
Although Coachella is a key time for influencer marketing, Wessel adds that the brand’s festival products have already experienced significant sales as they’re already out in market.
"We haven’t really noticed an impact in sales from influencers as our festival range has been out for a few weeks and already been Instagrammed and had a great results with sellouts on six of our new styles.
"We were really lucky and one of the few brands that had deliveries on time and were not impacted too heavily by delays [from China]. Our factory is back on track now and all systems go.
"Although festivals are a portion of our business, we currently have collaborations in the works with USA influencers/YouTubers that have already been planned for our new spring/summer ranges.
"We are looking at expanding our social media presence by not only collaborating with Instagram influencers but also YouTube and TikTok influencers, whose followers can be in excess of one million," she said.
