A quarter of fans spend over £100 on outfits for live music events

• 29% of fans have dressed in a way that identifies them as part of a fan community
• More Gen Z fans buy new outfits, but Millennials hold the spending power
• 19% of Gen Zs buy outfits at least six months before an event, while 26% of Millennials leave it to the last minute

London, 18 November 2025: Three in 10 (29%) live music fans1 purchase a new outfit for a live music event, with around a quarter spending at least £100 to fit in with fan communities and enjoy their experiences to the max, highlighting the connection between music and fashion.

The Live Effect, a new report from AEG Global Partnerships, the sponsorship arm of the world leader in live sport and entertainment, reveals that the sense of belonging within music communities drives clothing purchases. Three in 10 (29%) fans have dressed in a way that identifies them as part of a fan community, with three in five (58%) agreeing that they can often identify fellow fans outside of music settings as a result.

Nearly two-thirds (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. These young shoppers are more likely to purchase on a new outfit for an event than any other (43% vs the 29% average).

Gen Z may have the strongest appetite for new outfits, but Millennials have greater spending power. 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 to look and feel their best for a show.

The higher intent of Gen Z balances the spending potential of Millennials, but timing is everything when it comes to fashion marketing. The majority (69%) of consumers buy festival fits in the three months in advance, but Gen Z fans are more likely to plan their outfits early whilst Millennials leave it to the eleventh hour.

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, in comparison to just 11% of Millennials.

Whilst Gen Zs are getting in early, over a quarter (26%) of Millennials buy new outfits in the week before the festival or even on the day itself. This 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.

Marketing to fans at the opportune moment and at the right price not only boosts brands’ bottom-lines but also allows them to strengthen relationships by helping to make highly anticipated moments even more special – especially if they are an official partner. Half (49%) of fans have made a purchase as the direct result of a brand’s involvement with live events, increasing to 73% amongst Gen Z and 65% amongst 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. From Brat Green to Gyaru, 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.”

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1 For the purposes of the study, live music fans were defined as consumers who have attended at least one live music event in the past three years.

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