July 05, 2013 06:46 ET

Summer Festivals-A Fine Time to Find New Friends and Influences

- 33% of festival goers will adopt a new fashion style when attending a festival

- 72% believe that people are more sociable at festivals than at nightclubs

- 35% of festival goers believe they are liberated to be more outgoing

LONDON, UNITED KINGDOM--(Marketwired - July 5, 2013) - Summer festivals have long been the place for hard core music followers to get up close and personal with their favourite bands and fellow music fans. However, in recent years a new tribe of attendees are setting up camp in order to find new friends and trial new fashion influences.

A third of festival goers (33%) admit to adopting a brand new fashion style when attending an event and 35% also confess to acting differently to their everyday behaviour with freedom to be more outgoing than usual.

No longer is the music the main pull behind attending a festival with 56% attending to soak up the unique atmosphere that a festival brings. On average, festival goers will meet and forge friendships with an additional six friends, with Londoners benefitting from making seven new friends.

Summer festivals have created a new 'fashion event' on the calendar, big enough to rival Christmas dressing with attendees planning multiple festival looks for day or evening, rain or shine.

An average spend of £106 for tickets, £52 on transport and £92 required as spending money, attending a festival does not come cheap, yet looking glamourous in a field has never been so important. Clothing is the largest purchase made by festival attendees, 55% invest in a new wardrobe for the event, camping kit comes secondary with a tent purchased by just 23%.

Says Head of Ladieswear for, Julie Donnelly, "Festivals have become an event to experiment with fashion, create new looks and feel free from the constraints of normal daily life. Our sales show a spike in more eclectic styles, headwear, sunglasses, and accessories as well as generally more pronounced trends to other times of the year. Many find festivals liberating to push their fashion boundaries that bit further."

Main trends predicted to be on parade this summer include 'Woodstock' with an on-going fascination with the original era of festival-wear. The trend includes folky smocks, print maxi dresses, peace signs, Indian motifs and floral prints. 'Metallic Neon' jettisons a more futuristic look with rainbow riot colours worn alongside tie dye, cosmic prints, holographic materials and bright colourful accessories. 'Rock and Roll Grunge' is also a key trend for the field this year with slogan and icon graphic T-shirts becoming a staple item.

This August, online department store, has teamed up with V Festival sponsored by Virgin Media as official fashion partner. The partnership sees the online department store create a capsule collection of essential festival favourites which can be delivered on site providing style solutions within the hour, come rain or shine.

A 25 piece collection is available for shoppers to buy onsite via mobile or at the 270 square metre tent at the Chelmsford festival grounds. The wider array of Very's department store goods* ranging from tents to wellies and cool boxes to sleeping bags and sun care is also available via free delivery at the V Festival sponsored by Virgin Media within 24 hours.

The Festival collection is available to buy online from July and over the weekend of 17th and 18th August from the Hylands Park venue. The full 50,000 additional fashion and homes lines available by next day delivery enables campers to collect any forgotten items to create a more comfortable festival commune using 'Collect Plus''s free delivery service.

* Free next day delivery applies when items are in stock and Collect Plus eligible.

About is part of Shop Direct - the UK's leading multi-brand digital retailer. boasts celebrity collections from Fearne Cotton, Holly Willoughby and many more.

Shop Direct has annual sales of around £1.7bn and delivers more than 25m parcels each year to millions of active customers.

The Shop Direct websites receive over 750,000 visits every day. sells more than 800 brands - including leading fashion labels and our own brands.

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