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Warped Tour Serves as Launching Pad For Smaller Brands
5/17/10: The Vans Warped Tour is seeing increased interest from companies in the apparel category, based in part on its ability to provide access to young-adult consumers and opportunities for smaller manufacturers to grab a piece of the action.
In addition to its new partnership with Macy’s American Rag and an expanded tie with Amethyst Jeans, the tour has secured deals with Advent Clothing Co., Choonimals Clothing Co. and After 11.
The three brands will market their product under a shared tent, while Advent will co-title one of the tour’s stages with music magazine
Alternative Press, said Sarah Baer, director of tour sponsorships and marketing with 4Fini, which produces the tour.
The tour secured the three companies through AFN Distribution, a grassroots marketing company that specializes in the music space.
The tour over the past several years has seen increased interest in booth space and on-site sales rights from upstart apparel brands, Baer said.
“A lot of small clothing companies have become big—Glamour Kills, Stare Co., Hooligan and especially To Write Love on Her Arms. TWLOHA exploded on Warped and are now an international brand.”
The promoter limits the number of such partnerships on each tour so as not to compete too much with band merchandise sales, Baer added.