As research into festivals, I headed to After Jam. After Jam is a ski festival in Gloucester that takes place in the day and evening. The festival is hosted by After Jam Collective, a clothing brand that sells ski based wear. During the day, festival goers would watch racers race each other and then head to the tent in the evening to enjoy headliners perform.
This was great research when looking into customer profiles and who we could promote our garments to. From speaking to the festival goers, the majority of people were students as universities from all over the uk were being represented in this festival, Gen Z, around 18-25 years old, however I did see several young youths competing in competitions but the majority of After Jam customers were Gen Z based.
The things that were being worn was countless amounts of bucket hats and boonie hats, ski glasses and baggy cargo trousers, however the amount of boonie/bush hats being worn was very popular. I went around the festival and spoke to festival goers about what they were wearing, where they had purchased their garments and if it was sustainable. I found out that around 20% of people that i asked were shopping sustainably. Moving forwards in this project, I hope that we create a change and inspire gen z. After Jam was a great insight into our future consumers and upcoming trends in garments.