FOCUS ON: GROUP COSTUMES
CROWD PLEASERS Summer is the perfect opportunity for group costume sales, as hen and stag parties, festivals, sporting events and summer get togethers are being planned. With a huge range of licensed and non-licensed options available for all ages, Progressive Party talked to some key suppliers about what’s hot this year and how sales are going.
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ow that consumers are able to get together and party again, group costumes are key when it comes to the summer and beyond. The obvious opportunity is for hen and stag parties as the wedding season is upon us, but there are events throughout the summer and also later in the year for all ages, which lend themselves well to group dressing up. Mark Brett, sole UK agent for Boland tells us: “One of the biggest impacts in the party market of the Europe wide opening up post pandemic is the summer season of festivals and big sporting events. Both of which are major influencers in group dressing up. “Within sport in the UK, you frequently see various groups in test cricket, football and even Wimbledon, organising a theme amongst themselves which is virtually impossible to predict. Only this week, a retailer told me he sold loads of feather boas for a group of girls going to a Harry Styles concert, and the retailer was located over 200
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miles away from the venue. “At festivals, both hats and boas are strong contenders for items in greatest demand. Yet the variation is enormous going from unicorns to sharks. Perhaps one of the biggest in the UK is that of pirates, especially in the south coast of England in summer.” As well as sporting occasions, a number of other summer events are pushing sales. Samuel Taylor, category manager, dress up at Amscan, says: “We are seeing an increase in the second quarter, being pushed by summer events, hen and stag parties and the continued school curriculum activities. Especially hot right now are decades costumes. Anything 70s and 80s
related, mainly driven by the summer season and festivals going on around the country. “Another hot topic for us is Top Gun, with the new Amscan range live alongside the film launch. The summer period also traditionally brings along the pirate costumes and we are seeing a bigger demand this year again for these classic, evergreen pirate themed styles. We are pleased this continues to be a great theme within both children, and some adults, so a perfect family style costume.” Samuel also says brands are important in the current trends: “Licences again are key for all yearround success at Amscan, and we are excited with the launches of Blippi, and Baby Shark for children, but also have launched adult licences from Heinz Ketchup, Slush Puppie – and not to forget other key licences from Flashdance, Forrest Gump and many more classic characters – perfect for all sorts of occasions.” Licences are also key for Disguise. Lianne Barber, marketing manager EMEA, says: “The most popular trends at the moment in group dress up are Super Mario, Disney Princess, Power Rangers and
Left: Nostalgic beachwear is the order of the day for Palmer Agencies. Below: Opposuits’ Summer Sets are coordinating comfy beachwear and are ideal for group costumes.
JULY/AUGUST 2022 PROGRESSIVE PARTY EUROPE
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22/07/2022 10:51