The Rise and Fall…and Rise of Merch.

Merchandise, or merch, is any product that is sold to promote a brand or artist. Merch can include anything from t-shirts and hats to posters and mugs and more - believe us, we have seen it all!

In recent years, there has been a significant rise in the popularity of merch. This is due in part to the growth of social media, which has made it easier for brands and artists to connect with their fans and sell their products directly to them.

Merch is also popular because it allows fans to show their support for their favourite brands and artists. When a fan buys a piece of merchandise, they are publicly demonstrating their membership of a community.

‘Swifties’ have made Taylor Swift one of the biggest stars in the world and when a fan wears a piece of Taylor Swift merch, they are essentially saying "I'm one of you." In part, this sense of community is responsible for the star’s meteoric rise to fame. Her fans are known for being some of the most passionate and supportive and everyone wants to be a part of that!

Merch is a big business, and it's only getting bigger. In 2021, the global merch market was valued at $10.2 billion, and it is expected to grow to $13.2 billion by 2026. In a society that is more and more immersed in the digital world, the physical product is making an unexpected comeback.

How can your business harness the power of merch? Unfortunately, it is a bit more complicated than printing some t-shirts and setting up a shopify account.

What is the recipe for successful merchandise?

• Create a platform: Visual based platforms like Instagram and TikTok have made it easier for brands and artists to connect with their fans, and for fans to connect with each other. Viral videos can catapult a person or brand to fame, and merch is a great way to cash in on that.
• Get Exclusive: Create limited edition merch or exclusive to certain events, this makes it more desirable. A piece of limited-edition merch says ‘I was there’.
• Express Yourself: Merch can be a way for fans to express their individuality and show off their interests. Unique, quirky products appeal to people who want to stand out from the crowd.

• Create high-quality products: People are more likely to buy merch if it is high-quality and durable.
• Offer a variety of products: Fans have different tastes, so it's important to offer a variety of merch products to choose from.
• Make it easy to buy: Customers should be able to buy your merch easily and conveniently.

We can’t guarantee 100 million streams a month or sold out stadium tours like Taylor Swift but good merch can elevate the visibility of your business, create secondary income and build a community that supports what you do.

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