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There’s something about summer music festivals that seems to inspire a fresh wave of innovation each year, and 2012 is no exception. Rather than offering tailored services such as RFID-enhanced security or helping to find shared transportation, however, UK fashion brand Very has launched what it describes as the world’s first festival delivery service designed to keep attendees at Virgin Media’s V Festival well-clothed. Shop Direct Group’s Very is the official fashion partner for the V Festival, and to better serve revelers at the event, the online department store is bringing its free Collect+ delivery service to the fields of the festival’s Chelmsford site. During the festival’s two-day span of August 18 and 19, festival-goers will be able to buy any of the brand’s 50,000 fashion or home items online directly from their phones on the Friday of the festival, with free next-day delivery to V Festival on Saturday. Not only that, but a special, 50-piece “Festival Favourites” collection, including staples from tents to wellies, will be available for delivery to the official Very.co.uk tent in just one hour. Teams of Very representatives will be on hand at the festival taking orders as well. Also available in the brand’s official tent, meanwhile, will be “Glam Pods” equipped with hair straighteners, mirrors and other beauty necessities. There’s no doubt festival-goers constitute a distinct market niche with unique needs of their own; that, of course, translates into a unique opportunity for marketers. How could your brand serve revelers with a specially tailored product or service?