Exploring Outdoor Lifestyle Brands within the Americana Music Festival Marketplace

dc.contributor.author Turner, Tom
dc.contributor.author Hodges, Nancy
dc.date 2018-10-18T21:32:09.000
dc.date.accessioned 2020-06-30T05:40:30Z
dc.date.available 2020-06-30T05:40:30Z
dc.date.issued 2017-01-01
dc.description.abstract <p>While Americana music festivals have traditionally sought to avoid corporate brand involvement in their marketplace offerings, preferring instead to support vendors offering locally-made or artisan produced products for sale, this has begun to change as more corporate brands are participating as vendors in the festival marketplace. This research explores outdoor lifestyle brands within the Americana music festival marketplace, specifically in terms of how its marketplace offers festivalgoers not just handmade products, but exposure to outdoor lifestyle brands in an experiential setting. An ethnographic approach was employed, wherein fieldwork was conducted at ten Americana music festivals throughout the southeastern US. In-depth interviews were conducted with a variety of participants across the festivals, including festivalgoers, organizers, and festival vendors. Findings of this study offer insight into how outdoor lifestyle brands have begun to recognize the Americana music festival marketplace as a way to incorporate the brand experience into the festival experience.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2017/presentations/127/
dc.identifier.articleid 2334
dc.identifier.contextkey 11665067
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/presentations/127
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51799
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2017/presentations/127/MVP_Turner_Outdoor_20Lifestyle_20Brands.pdf|||Fri Jan 14 19:28:02 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title Exploring Outdoor Lifestyle Brands within the Americana Music Festival Marketplace
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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