The World Of Branded Merchandise Is Evolving

The way we interact and communicate with brands is changing.

Brands are more than a faceless company we buy things from. They’re becoming an extension of our personality and a way to signal to others our values and beliefs. Good brands are creating a lifestyle or community beyond the product or service they provide.

The “brand tee” becoming the new “band tee” and companies like Google, Netflix, Maccas and KFC dropping merch (that people are paying for) left, right and centre is evidence of this.

So what does that mean for your next promotional merch campaign? Read on to learn some of the latest trends in the branded merchandise world and what you need to know so you don’t get left behind.

Quality Trumps Quantity

This one has been on the cards for a while. With younger generations opting for a “buy less, buy better” mindset. Which has only become more prevalent during the pandemic.

So what does this mean for your merch? Well, sometimes less is more. Consider opting for a narrower focus on who is receiving your merch and instead buy higher quality (especially if you’re targeting Gen Z or Millenials).

With co-branding available on recognised retail brands like CamelBak, Moleskine, Skullcandy and Atlantis Headwear it’s easier than ever to pair your brand with a high-value product.

No Longer Only Freebies

In the past, it was much harder to get someone to sport a branded apparel piece let alone get them to pay for it too.

Now people are throwing money at their favourite brands to be seen in their logo.

So does this mean that you should stop giving stuff away? Well, the short answer is probably not. Most of the brands doing this successfully are household names already with gigantic brand awareness. They’re also using skilled designers with fingers on the pulse to retail trends.

But if it’s done right small brands can also find success with selling merch as another revenue stream. Hospobilia was a lifesaver for some establishments during COVID lockdowns. Giving fans a hyperlocal way to support their favourite cafes and restaurants.

Podcasters, YouTubers and social media influencers are also paving the way in monetising merchandise and giving their fans another way to support them.

Insta Worthy Artwork Is Key

Gone are the days of slapping your logo on a product and calling it a day.

Don’t get us wrong, sometimes if it’s not broken it doesn’t need fixing. But in the age of social media creating something that people want to share is going to amplify your reach.

Here are some of the artwork trends we’re seeing from forward-thinking brands:

• Less about the logo, more about the message. Using copy and patterns that evoke emotion and self-expression
• Subtle tone on tone printing or using other decorations like laser engraving, debossing or embroidery
• Drawing inspiration from retail trends
• Nostalgia is huge right now – just look at the halftime show and ads at the Super Bowl

Digital Complimenting Physical

The Metaverse, Crypto Currency, NFTs… The digital world is evolving rapidly and who knows what the future will look like.

What’s for certain is some of these trends are going to stick around and if you want to have your finger on the pulse it’s something that you’ve got to be across.

There are going to be many opportunities for synergising the physical and digital world that will become more clear over time.

One possibility is gifting a physical item and pairing it with a QR code that when scanned gives them an item that can be worn in-game.

Or it could be pairing an artwork NFT with a matching designed tee.

The possibilities are endless.

Purpose Driven Promotion

Our social media feeds, Netflix recommendations and advertisements are personalised to our tastes.

It’s now more important than ever to be putting thought into what you’re giving your recipients and how you are standing out from the crowd.

What are your target recipient’s goals, dreams, loves, fears, and desires? What will move them, what will become a staple in their lives? Empathy is key to finding the perfect product (and the right message).

The most successful merchandise campaigns don’t just use a scattergun approach but have a strong understanding of the recipient and goal.

Summing Up

Merch is only getting more popular. If done right will elevate your brand in your target audiences eyes.

A brand has become more than just a logo. It’s a public stance, representation of values and a conversation starter. And having a tangible representation in the form of merchandise is a staple in building your brand’s story.

Want to get started on creating a promotional campaign that will resonate with your target audience? Speak with one of our skilled promotional specialists on the link below and we’ll put together a tailored strategy to help you achieve your goals.