Whether you’re into her music or not, it’s undeniable that Taylor Swift has influence.
Sure, she’s a very talented musician who surrounds herself with other talented musicians to make an end-product that stands out against her peers. She’s also surrounding herself with people who are really good at branding.
With that in mind, her latest effort, “Midnights,” is a good look at how one of the most successful brands on the planet markets itself using themes and tie-ins.
Swiftie or not, there are lessons you as a promotional products distributor can learn from Taylor’s merchandise approach during this album cycle.
First and foremost, the album is called “Midnights,” so there’s a good opportunity to tie in some late-night apparel pieces.
On the Taylor Swift store, you can currently buy hoodies, crewnecks, cropped tees, sweatpants and even a duffel bag for those overnight trips. There’s also a full kit with a scrunchie and sleep mask that come in a branded bag, and a lavender-scented candle for winding down of an evening.
There are also a few products that directly advertise singles or lyrics in songs, like a bejeweled bracelet (a reference to the song “Bejeweled”)
Musicians know how important merchandise sales are. Especially in a world where people are still a little hesitant to go to big arena shows, bringing a robust merchandise “table” to them digitally makes a huge difference, especially when it once helped their chart position.
So, what do you as a distributor take away from this? Well, first of all, pay attention to the theme. Swift’s marketing people took the name “Midnights” and ran with it, creating a full bedtime and late-night experience complete with a full wardrobe and pieces to help with the night time routine.
Second, you can look at what fashion pieces are in demand. Leisure products still rank highly, with comfortable T-shirts, sweatshirts and sweatpants being sold as trendy choices by one of the most influential people in the world.
Third: There are still some basics that will never go away. There are plenty of basic T-shirts, and Swift’s merchandise store has two versions of branded water bottles.
Art is subjective. You might love Taylor Swift’s music. You might hate it. You might have never heard a single song. But you likely know who she is, and you’ll see this merchandise out in society. So, to ignore it completely would be foolish from a business standpoint.
