Merch vs. Fashion
Understanding the Differences
Music merchandise, or "merch," serves as a visual representation of a particular album release or tour. Unique graphics are designed to align with the album artwork and are printed on basic clothing styles like T-shirts, hoodies, and tank tops. The primary value of merch lies in its connection to the concert experience and the fan's desire to identify with a particular band. Essentially, merchandise is a memento of a greater event.
In contrast, a fashion or apparel brand is built around a collection of styles that embody a brand identity through graphics, design approach, garment cut, details, and adherence to current trends. These collections must establish their own value, although well-known brands carry intangible worth, symbolizing more than the garments themselves. While fashion collections can evoke meaningful moments, these connections are often highly personalized unless tied to specific events.
Music merchandise's success heavily depends on the band's current influence and the success of their album and tour. Fashion collections thrive by capturing market share through trends and aligning with consumer lifestyles. Developing music merch focuses on creating recognizable, authentic graphics and choosing styles that are easy to sell in non-store environments, emphasizing unisex sizing and colors to facilitate quick purchases. Typically, partnerships with other retailers are unnecessary, as merch is primarily sold at concerts.
Conversely, fashion brands must carefully consider sales venues, whether in their own stores or third-party retailers, as the shopping experience significantly impacts the brand. The goal of fashion brands is to sell a cohesive "look" rather than individual pieces. Brands style their collections in various ways to help customers envision their unique looks and often connect their collections with cultural influencers or significant events to enhance visibility.
Fashion brands require a multi-channel approach to ensure their products are widely seen and available, unlike music merch, which is typically tied to concerts. Developing a fashion brand involves substantial upfront investment to create and produce unique products, manage sales across multiple channels, and engage in extensive marketing strategies. This investment often includes paid and unpaid advertising and a layered approach to customer engagement, including product drops, promotions, and sales cycles.
Artists looking to shift to a fashion-focused merchandise strategy must be prepared for higher initial costs. These expenses include developing unique products, producing them, and managing sales across various platforms. While these costs can be significantly higher than traditional merch development, they also offer the potential for greater profits and increased fan engagement. Embracing a fashion-driven approach can lead to more touchpoints with fans and a deeper connection with their audience.
