Category
Lifestyle
Assisted Choices
Trend cluster
Category
Merchandise
Expansion
Brands release merchandise beyond just clothing and memorabilia.
4.2
Trend score
Trend
What is the Merchandise Expansion trend?
Merchandise Expansion: As branded merchandise becomes ever more popular among consumers looking to showcase their loyalty, the products themselves are evolving into more than just clothing and memorabilia pieces. In using this approach, brands are not only looking to create shareable moments but also expand their reach into categories not typically in their wheelhouse.
Insight
The consumer insight behind the Merchandise Expansion trend
Now that streetwear and collectible merchandise has become more widely accessible and mainstream than it once was, consumers have started to put a premium on hyper-niche iterations of this merchandise in order to create the highly coveted sense of scarcity that often drives consumer behavior in this category.
Trend themes
Themes within the Merchandise Expansion trend
Three behaviours holding the trend together01
Hyper-niche Branded Merchandise
Consumers are putting a premium on hyper-niche branded merchandise to create a sense of scarcity and increase the desirability among buyers.
02
Collaborations
Collaborations among brands widen the variety of merchandise offerings and cater to a unique target audience.
03
Unconventional Marketing
Unconventional marketing through unique collaborations and merchandise offerings capture buyers' attention and create a sense of exclusivity among consumers.
Industry implications
What the Merchandise Expansion trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion retailers can expand their product offerings beyond clothing and accessories by collaborating with other brands to produce unique merchandise.
For
Food
Food and beverage brands can tap into consumers' interests by creating limited-edition and branded merchandise that integrates aspects of their culinary delights.
For
Outdoor Gear
Outdoor gear retailers can collaborate with brands from other industries to create unique products and merchandise offerings that appeal to their audience.
Workshop question
How could your brand expand their reach through unexpected merchandise?
Trend signals
Trend signals for Merchandise Expansion
Trend score 4.2 out of 10, from popularity 56%, activity 56%, freshness 13%.
Popularity56%
Activity56%
Freshness13%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Merchandise Expansion trend
6 featured examples from Sep 5, 2017 to Nov 1, 2022CategoryMarketing
Collaborative Streetwear Newspapers
Supreme and the New York Post Made a Limited-Edition Newspaper
Collaborate with other brands or media outlets to create limited-edition streetwear products and drive consumer interest.
CategoryMarketing
Taco-Inspired Wrapping Paper
Taco Bell Releases a Line of Unconventional Wrapping Paper Prints
Fast food companies can leverage this opportunity to create limited edition wraps that celebrate their unique products and flavors.
CategoryArt & Design
Streetwear Brand Chopsticks
Supreme Released a Chopstick, Sake and Bowl Set with a Matching Box
The streetwear industry can take inspiration from Supreme and look at creating branded everyday items and limited edition collectibles.
CategoryLifestyle
Outdoor-Ready Beer Merchandise
Keystone Light and Realtree Debut a New Camo Collection
Collaborate with complementary outdoor brands to develop beverage merchandise and experience packages for outdoor enthusiasts.
CategoryLifestyle
Fashionable New Year's Envelopes
McDonald’s Will Mark the 2018 Lunar New Year with Red Envelopes
Fast food chains can explore collaborations and limited-edition promotions to create buzz and attract customers.
CategoryLifestyle
Taco Chain Wedding Accessories
You Can Now Get a Hot Sauce Packet Garter and Bowtie from Taco Bell
Fast food chains have an opportunity to expand their product offerings into the wedding industry.
