Shein surveyed some 18,600 U.S. shoppers and found that festivalgoers plan multiple outfits well in advance and get seasonal style ideas from social media videos.
According to the ultra-fast-fashion company’s findings, these concert-camping consumers, primarily Gen Z and Millennials, also want cheap clothes (under $25) and cheap accessories (under $10). To cash in on the survey’s discoveries, Shein will open a short-term pop-up store in Los Angeles—inviting consumers to find festival looks in person, not just on the Temu rival’s app.
“What stands out this year is just how early and how intentionally shoppers are planning their festival looks,” said Lisa Zlotnick, U.S. head of brand PR for Shein.
Nearly 70 percent of attendees now begin coordinating their festival wardrobes at least a month in advance—double the rate Shein saw in 2024. As planning timelines expanded, so have the plans themselves. Over half of respondents (58 percent) are planning at least two wardrobe changes per day.
The extended planning phase is a response to the need to curate complex, multi-day wardrobes that align with specific digital narratives found on social media. The top sources of outfit inspiration are shopping haul videos (43.4 percent), specifically “Get-Ready-With-Me” content (40.5 percent) and online mood boards (38.8 percent).
Courtesy of Shein
Price was cited by 62 percent of respondents as the top purchase factor, followed by comfort, at 49 percent. Shoppers set a ceiling of $25 or under for apparel items—such as shorts and tops—and under $10 for accessories like sunglasses, bandanas and jewelry.
Unsurprisingly, wearability ranked last at 39 percent, highlighting how consumers prioritize style over versatility, comfort and longevity.
However, for multi-day events, comfortable shoes topped the must-pack list at 73 percent—followed by sunglasses at 67 percent, shorts at 66 percent, tank tops at 58 percent and lightweight dresses at 57 percent.
“They know what they want, they know what they want to spend,” Zlotnick said. “They look to social media to determine exactly how to pull it off.”
The “Shein Festival House” will take place March 26-29 on Melrose Avenue—bringing “survey findings to life” and showcasing seasonal styles like “boho festival,” “desert rave” and “retro streetwear.”