# Merchandise Expansion Brands release merchandise beyond just clothing and memorabilia. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Nov 29, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/merchandise-expansion ## Key Figures - Trend score: 4.2/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Sep 5, 2017 to Nov 1, 2022 - Published: Nov 29, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Themes within the Merchandise Expansion trend ### 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. ### Collaborations Collaborations among brands widen the variety of merchandise offerings and cater to a unique target audience. ### Unconventional Marketing Unconventional marketing through unique collaborations and merchandise offerings capture buyers' attention and create a sense of exclusivity among consumers. ## What the Merchandise Expansion trend means for industry ### For 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 for Merchandise Expansion Trend score 4.2 out of 10, from popularity 56%, activity 56%, freshness 13%. - Popularity: 56% - Activity: 56% - Freshness: 13% ## Examples of the Merchandise Expansion trend 6 featured examples from Sep 5, 2017 to Nov 1, 2022. - [Collaborative Streetwear Newspapers](https://www.trendhunter.com/trends/supreme-and-the-new-york-post): Supreme and the New York Post Made a Limited-Edition Newspaper (Category: Marketing) Implication: Collaborate with other brands or media outlets to create limited-edition streetwear products and drive consumer interest. - [Taco-Inspired Wrapping Paper](https://www.trendhunter.com/trends/wrapping-paper-print): Taco Bell Releases a Line of Unconventional Wrapping Paper Prints (Category: Marketing) Implication: Fast food companies can leverage this opportunity to create limited edition wraps that celebrate their unique products and flavors. - [Streetwear Brand Chopsticks](https://www.trendhunter.com/trends/eating-utentils): Supreme Released a Chopstick, Sake and Bowl Set with a Matching Box (Category: Art & Design) Implication: The streetwear industry can take inspiration from Supreme and look at creating branded everyday items and limited edition collectibles. - [Outdoor-Ready Beer Merchandise](https://www.trendhunter.com/trends/keystone-light-and-realtree): Keystone Light and Realtree Debut a New Camo Collection (Category: Lifestyle) Implication: Collaborate with complementary outdoor brands to develop beverage merchandise and experience packages for outdoor enthusiasts. - [Fashionable New Year's Envelopes](https://www.trendhunter.com/trends/2018-lunar-new-year): McDonald’s Will Mark the 2018 Lunar New Year with Red Envelopes (Category: Lifestyle) Implication: Fast food chains can explore collaborations and limited-edition promotions to create buzz and attract customers. - [Taco Chain Wedding Accessories](https://www.trendhunter.com/trends/hot-sauce-packet-garter): You Can Now Get a Hot Sauce Packet Garter and Bowtie from Taco Bell (Category: Lifestyle) Implication: Fast food chains have an opportunity to expand their product offerings into the wedding industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)