What is it? Merch is a souvenir product, most often produced on a commercial basis and dedicated to some event, memorable date, historical figure.
How to use? Such a product is strongly associated with musical groups - after the performance, you can go to an improvised shop with thematic goods and buy something as a souvenir. At the same time, it is an excellent marketing tool that businesses are happy to use in their advertising campaigns.
The article explains:
What is merch?
How does merch benefit a company?
Main types of merch
Merch set
4 Tips for Designing Merch
Stages of creating and distributing merch
Examples of successful merch
Merch for company employees
Frequently asked questions about merch
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What is merch?
The term "merch" comes from the English word "merchandise" - "goods". Currently, it is used to denote any product with the symbols of a company or celebrity, replicated directly by the author of these symbols or persons closely associated with them. Products of this kind attract attention precisely due to the recognizable style inherent in a specific organization or person.
The first merch was created by applying images of famous people to clothing – mainly popular singers and musicians.
What is merch?
This idea was developed by rock bands of the 60s, who during long tours in the USA began to offer fans T-shirts with their names. As a result, clothes with the symbols of idols became an indispensable attribute of fans. It is the presence of a logo that distinguishes it from simple clothes.
Immediately after a T-shirt is printed with a picture of a favorite band or sports team, it acquires special value , allowing its owner to tell others about his hobbies and commitment to a particular direction.
Later, the public's tastes influenced famous designers, resulting in a new trend in fashion. For example, the founder of the "punk" style, Vivienne Westwood, became famous in 1977 for her eccentric T-shirts with the Sex Pistols logo (a punk band), depicting Queen Elizabeth with a pin through her mouth. Nowadays, merch is everywhere in clothing: T-shirts with the names and photos of rock bands are sold in large quantities.
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So, what is merch in simple terms? Basically, any item can be called merch if it meets three criteria: usefulness, compact size, and low cost. It should be borne in mind that large dimensions limit functionality, and an inflated price makes the purchase unjustified. In fact, even a car can become merch, but for this, a large company must hold an annual raffle.
Currently, three options for distributing branded merch are used, which ensures the greatest coverage of the target audience. It can be sold, mainly with a large markup, but this is often compensated by high quality. It can become a win during a promotion for consumers. Finally, you can organize a free giveaway if we are talking about small items with low cost (calendars, pens, etc.).
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