We know how expensive tickets (even at face value) and travel costs are for live music events. But the outlay doesn’t end there with a quarter of fans reportedly spending over £100 on special outfits.

That’s good news for fashion retailers and the beauty/haircare sectors, with ‘The Live Effect’ report by AEG Global Partnerships showing 29% of fans dress specifically in a way that identifies them as part of a fan community and 58% agreeing that they can often identify fellow fans outside of music settings as a result.

Also, more Gen Z fans buy new outfits but Millennials hold the greater spending power. And 19% of Gen Zers buy them at least six months before an event, while 26% of Millennials leave it to the last minute. 

Oh, and the latter’s last-minute mindset also extends to their beauty and grooming purchases, with 47% splashing out on their hair and make-up in the week before, while only 26% of Gen Z fans do the same.

Overall, 65% of Gen Z fans strongly identify with the fan community of their favourite artists, with the desire to belong driving 41% to dress to fit in with the crowd. So these shoppers are more likely to purchase a new outfit for an event than any other (43% vs the 29% average), the report shows.

While the majority (47%) of Gen Z fans spend up to £50 on a new outfit for an arena gig, 37% of Millennials spend between £50-£100, with 29% spending even more.

The report also said Gen Z fans feel more excited about buying live music tickets than most (67% vs 59%), “and the anticipation, combined with their passion for fashion and community connection, drives earlier purchases”. One in five (19%) has already bought a new outfit six months before a festival, by comparison to just 11% of Millennials.

Georgina Iceton, VP Partnership Activation at AEG Global Partnerships, said: “The power of live music is unmatched in its ability to bring communities together, and the fashion industry plays an important role in helping fans to fit in and feel special on days that they have been looking forward to for months.”

She added: “From Brat Green to beaded bracelets, brands that offer incredible outfits to the right people at the right time will reap the rewards, becoming part of cherished memories that drive long-term loyalty, consideration and future purchase intent.”