Ever find yourself wearing a t-shirt from a restaurant you’ve never worked at? Or rushing to the merch stand at a concert during your least favorite song on the set list? What about all the cool stickers you’ve collected, but you can’t bring yourself to stick them on anything because you might regret where you picked?
There is merch for just about anything now: musicians, restaurants, museums, sporting events, even social media influencers. The question is: What is happening culturally that calls for this demand in branded merch?
The desire for documentation and memorabilia is a simple answer. In a world where pictures on your phone come by the thousands, physical memorabilia holds more value. Maybe it’s your favorite dive bar from college, or a concert that you waited in the queue for hours to get tickets to; documenting these experiences with a t-shirt or other merch is exciting and more useful than a picture on your phone. I rarely go back to watch the videos I took at a concert, but I do get to remember how great it was every time I wear the t-shirt I got that night.
The fashion industry has had a major impact on the elevation of merch as a fashion statement. As the streetwear style becomes more popular: t-shirts, hats, and sweatshirts are considered staple pieces. Wearing merch is casual, and if designed right, it’s fashionable. Merch as fashion inspires this “merchification” of everything; the cooler the merch, the more likely it is to become a staple piece to someone, and the more likely it is to get the brand out there. Social media influencers specifically have begun creating merch that is less about themselves and more about a curated “vibe” that they want to portray (i.e. Chamberlain Coffee, Parke, Dairy Boy, etc.). They are making merch that is recognizable by the aesthetic of their brand, rather than the face, which makes the items more usable in everyday life.
Resellers and thrifters in the fashion world are dominating this demand for merch as a fashion statement. They’re selling sought-after merch for more than the original price, simply because it’s wanted. It could be a vintage piece, a limited edition drop, or a niche brand; the more exclusive it feels, the more demand there is for it.
Community is another big factor in the “merchification” of everything. Merch is a great way to show off what you’re into, where you’re from, etc., and through that self-expression you might find other people who share your interests. It is a good conversation starter, either with someone who relates or someone who is interested to learn more.
Everyone seems to be making merch because people want to show off what they’ve done, where they’ve gone, and who they like. Individuality and self-expression are important, and brands have learned that merch is a great way for people to achieve this. The buyer gets a memento of that time in their life, while the brand gets a spotlight; it’s a win-win situation.
Maya is the Client Services Coordinator at PromoCorner. New to the promotional products industry, she previously studied English Literature and Communications at the University of Rhode Island. She combines her passion for writing with her excitement for her professional journey as she navigates the promo world.