Contents
- What is merch?
- History of merch
- Why is merch important for business?
- What makes good merch?
- Types of merch
- How to create quality merch for a brand?
What is merch?
Merch is a product that includes the branding of a company, event, or well-known personalities. It should be not only practical but also reflect the core values of the brand. For example, t-shirts and hoodies from Unisender, intended for marketers and digital professionals, can be purchased on the Ozon platform. Merch is a universal promotional tool for businesses, comparable to classical advertising. Its use is suitable for startups and small companies, as well as large corporations, regardless of their field of activity. The target audience for merch can include both customers and employees of the company.
History of merch
Merch first appeared in 1939 when a t-shirt was released featuring a print announcing the film "The Wizard of Oz." Later, in 1942, an advertisement for merch from the aviation artillery school in Las Vegas was published in LIFE magazine, and Disney released branded t-shirts featuring Mickey Mouse. The real boom in branded merchandise occurred in the 60s and 70s when rock bands began to actively release merch, with the Rolling Stones being the first to do so with their famous logo.
Why is merch important for business?
Quality and practical merch is actively used in everyday life, whether it's t-shirts, backpacks, or stickers on smartphones. Branded products are always visible, allowing businesses to address the following tasks:
- Increases brand awareness. Merch acts as an advertising medium that attracts attention without intrusive calls to action.
- Fosters brand loyalty. Branded products demonstrate care for the customer and create an emotional connection.
- Shapes corporate culture. Branded goods create a sense of belonging to the company and convey its internal values.
- Is a source of additional income. Although merch is not a primary source of profit, it can generate revenue, especially for media personalities.
What makes good merch?
Good merch should be attractive and practical so that people want to use it in their daily lives. Here are some criteria for successful merch:
- Clear and relatable to the audience. Merch should align with the values and needs of the target audience.
- Relevant. It should track modern trends, such as eco-friendly living.
- Original. Unique products attract attention and create demand.
- Practical. The item should be useful so that it is used as often as possible.
- Consistent with the brand's philosophy. Merch should reflect the company's values, such as care for the environment.
Types of merch
Merch can be diverse and depends on the focus and niche. Here are the main types:
- Musical. Created by creative collectives and festival organizers.
- Sports. Includes uniforms and souvenir products with the branding of sports teams.
- Social. Branded products from charitable foundations to draw attention to issues.
- Political. Supports candidates and raises awareness of social issues.
- Event-related. Created for events and festivals, often in limited collections.
How to create quality merch for a brand?
To create effective merch, it is essential to follow a set of universal rules:
- Define the goals of the merch. Identify the objectives you want to achieve with the merch.
- Specify the audience. Understand what products will interest your target audience.
- Identify the concept. Think through the design, slogans, and product options that should convey the overall message.
- Plan the production. Set a budget and timeline, and choose the right contractor.
- Create test samples. Test the products before a mass launch.