FOCUS ON: SUMMER EVENTS
Summer
vibes
While there’s an epic summer of sport coming in 2024, the warmer months also bring huge opportunity for the party industry, with summer parties, barbecues and outdoor events allowing consumers to get together and party more. PPE finds out what’s in store this year from the key suppliers.
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n the UK, we can’t always guarantee sunshine, but what we can provide is plenty of occasions to get together to celebrate. And to make those celebrations memorable, the party industry has once again created a range of products to get everyone in the party mood. Mark Brett, sole UK agent for Boland quips: “For the summer of 2024, the major European party suppliers have clubbed together to fund a major social media and influencer – meteorological influencers, that is – campaign to ensure a warm, dry and sunny summer, especially in Northern Europe. “Well that is the parallel universe. Having recently watched Barbie the movie, I felt very let down when I was told this was not based on a true story. “In the real world, the 2024 summer is stuffed full of major events such as the Euros and the Olympics, in addition to the hundreds of festivals that are planned. Hence there are plenty of reasons to be positive about the coming months.” Jen Wilson, head of design and marketing at Amscan, agrees: “Amscan is really looking forward to a fabulous summertime. In addition to the standard array of garden parties, backyard Luaus and barbecues, 2024 is also set with fabulous sporting occasions and music events, so there are plenty of reasons to celebrate. “Our fabulous Tiki bar and décor kit are perfect for bringing summer fun to your garden, with inflatables, ice buckets and tableware and Flamingo, Tiki Tropical and Colour themed designs to choose from. “And with so many exciting music events including big weekends, festivals and music tours, our range of festival costumes and accessories are the perfect place to start.” There are some key trends emerging, as Holly Burgin, sales executive at Unique, outlines: “As the warmth of the summer
draws near, anticipation mounts for spontaneous BBQs, garden gatherings, delightful picnics, and outdoor birthday celebrations. A prevailing trend is the timeless pattern of gingham and the fun, bright theme of strawberries. “Businesses can capitalise on the season by showcasing summer stock prominently, highlighting key items in captivating window displays and social media posts, enticing customers with multi-offers on essential summer party supplies.” Gemar has seen a big appetite for neon. Gloria Veta, global brand and sales director comments: “The neon trend is once again a must this summer, starting with the neon themed Coachella afterparty – the Neon Carnival. A massive bash where big name DJs from all over the world gather in one place for a night underneath the stars.” Licences and Pride are key for Rubies in the summer season. “We are excited to see everyone coming together in celebration of the Pride season, not to mention the summer itself is an excelling opportunity for outdoor parties and festivals,” expands Fran Hales, head of portfolio and marketing. “Summer sees a peak in certain licensed products outside of content windows and one of our standout performers is the Teletubbies. Festival goers and stag dos embrace the Teletubbies due to the power of nostalgia and the way the brand has tapped into the adult market. “We also expect to see a boost in our licensed costumes particularly across
Above Left: Decades remain a strong theme for Smiffys with 60s and 70s themes always strong in the summer. Above: Opposuits has a range of swim shorts in popular licences including Pokemon, ideal for pool parties this summer. Left: Cazaar is ready for the Swifties to descend on the Eras tour with a new range of cowboy hats this summer.
28 MAY/JUNE 2024 PROGRESSIVE PARTY EUROPE
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