By Kait Shea
Once considered a subculture, streetwear has evolved into a multimillion-dollar industry that has infiltrated the mainstream. Born from the California surf and skate scene, it now also encompasses elements of sportswear, hip-hop and even haute couture, giving luxury fashion a run for its money. Streetwear culture isn’t just influencing fashion; it’s making its mark on live experiences, too. Indeed, most event marketers have become all too familiar with merchandise “drops”— decidedly hyped-up retail events during which limited-edition capsule collections are unveiled and typically sell out within hours. But you don’t have to be a retail brand to tap into this trend. Check out the following strategies for leveraging streetwear culture to engage consumers.
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