Merch: What It Is and How Brands Use It
Merch refers to products featuring the logo or other branding of a company, event, or famous person.
It's not just souvenirs but an effective promotional tool that works alongside traditional advertising. It's suitable for everyone, from startups to large corporations, regardless of industry.
Below, we'll take a closer look at what merch is, when it first appeared, and the different types available.
Merch by Altcraft
How merch developed
1960s. Musicians touring sold t-shirts with band symbols to fans. Simple clothing became a way to express musical tastes and fandom affiliation.
1970s. The trend extended beyond concerts, leading to the rise of designer-branded merch.
1980s and 1990s. Merch became more widespread. T-shirts with band and team logos were worn not only by dedicated fans but also by trend followers.
Present day. The word "merch" is now known to almost everyone. Brands, both big and small, release clothing with their symbols. It's a great way to improve brand recognition and increase customer loyalty.
Types of merch
Merch has gone beyond the usual t-shirts and mugs. Designers experiment and bring ideas to life in the most unexpected forms. Now, the brand style can speak for itself without the obligatory presence of a logo.
Of course, the classics remain relevant: clothing, stationery, and hats continue to be in demand.
What merch can be
- About music. Backpacks, caps, and other accessories with band symbols, album covers, or song lyrics are standard for music merch. Bands and performers use this not only to earn revenue but also to keep fans engaged with their music. Festivals also use branded clothing and souvenirs with event logos, performer names, or themed prints — an excellent way to leave a lasting impression on attendees.
Branding is the process of placing symbols on various mediums, both physical and digital.
- About sports. Athlete uniforms with team symbols are just one type of sports merch. Fans can buy t-shirts, scarves, caps, and keychains with team logos, player names, and numbers. This allows supporters to show their allegiance to their favorite teams and players.
Scuderia Ferrari Merch
About social issues. Charities and organizations use merch to draw attention to their activities. Hoodies, pins, and bracelets with symbols, slogans, or images reflecting the cause are effective ways to raise awareness and funds for good deeds. Part of the proceeds from selling such merch usually goes to charity.
About politics. Election candidates use clothing, caps, and flags with their symbols, slogans, and portraits for campaigning. Social movements also release merch to highlight political events, express support, or protest.
About events. Organizers of festivals or events actively use branded products such as tote bags, mugs, magnets, and pins. These items serve as reminders of the event and help build a community around it.
Who produces merch
Official: products developed and promoted by the brand itself. Sold through official channels.
Unofficial: created by fans of the brand; especially relevant for sports teams and music groups.
Why merch is beneficial
People who wear your merch advertise for you for free (or even pay you to do it). Logos on clothing, accessories, or stationery attract attention and increase brand recognition.
High-quality and practical merch becomes part of everyday life. T-shirts, backpacks, stickers—all these items are used daily, catching the eyes of hundreds of people.
It doesn't evoke negative emotions. Official merch isn't just clothing with a logo; it's unobtrusive and effective advertising that doesn't annoy potential customers.
It fosters customer loyalty. Branded products are more than just souvenirs. They show care for customers and build an emotional connection with them. Receiving high-quality merch makes people feel part of the brand and more likely to trust it.
It unites the team. Branded items are a great way to bring employees together. They create a sense of belonging to the company, reflect its values, and boost motivation.
Branded products generate additional revenue. If the items are unique and high-quality, customers will definitely want to buy official merch from your company.
Signs of good merch
High-quality branded products are items that customers and team members love and want to use every day. They become part of one's image, a means of self-expression, and a reminder of the company. But how do you create truly successful merch that won’t just collect dust on a shelf? Here are the key criteria:
Speak the language of your audience. Merch should be relatable and appealing to the people you give it to. It should align with the values and needs of your target audience and evoke emotions (preferably positive ones). For example, a sports brand might offer stylish water bottles, while an IT company could provide fun laptop cases with themed prints.
Catch the wave of trends. Keep an eye on trends and incorporate them into your merch. Today, eco-friendly solutions are in demand. Offer your customers reusable tote bags made from natural materials or thermal mugs to encourage them to avoid single-use products.
Go beyond the ordinary. Originality is everything. Avoid giving people pens or mugs with your logo; they probably already have plenty of those. Find out what you can do to surprise and delight your audience.
Interesting merch by Altcraft
Bet on practicality. Merch should be not only beautiful but also useful. Think about what item a person would want to use as often as possible in their daily life. It could be a stylish t-shirt, a comfortable backpack, a spacious makeup bag, or a planner.
Don't forget about brand values. Merch is an extension of the company's image. It should align with the brand's philosophy that you convey.
Remember, successful merch is a way to strengthen customer and employee loyalty, increase brand recognition, and even build a community around it.
How to create your own merch
Here's a short guide to producing truly great branded merchandise.
1. Determine why you need it.
Strengthen customer loyalty;
Stand out from competitors;
Show appreciation to partners;
Delight new employees.
2. Understand who your target audience is.
If it's young people:
- T-shirts with bright prints: witty slogans, catchy designs, unusual colors.
Olivia Rodrigo merch
- Eco-friendly bags: practical and stylish.
Shopper by Altcraft
- Badges or pins: an affordable option for small companies.
Coca Cola pins
If it's athletes:
High-quality training clothes with your logo.
Water bottles with the brand symbol. A handy accessory during workouts.
Headbands or wristbands.
If it's business partners:
Polo shirts with the logo. A stylish and practical gift suitable for a casual dress code.
Branded notebooks. They allow partners to always keep your contacts handy.
Power banks with the logo. Useful, stylish, and appreciated by everyone.
3. Come up with an idea.
Design, slogans, and product options should work together.
Make sure the overall idea is meaningful and clear to your target audience.
4. Launch merch production.
Calculate how much you are willing to spend on merch and set a timeline. Consider design development, finding a contractor, and delivery.
Figure out which materials are suitable for your products based on goals and budget.
Conduct a small tender among manufacturers and choose the one who offers the best conditions. It’s important that they have experience working with merch.
5. Produce a few samples to test.
Before launching the entire batch, be sure to produce test samples.
Carefully evaluate their quality.
Additional tips:
Ensure that the branding is applied neatly and will not wear off over time.
Offer several product options so people can choose what they like.
Make the merch affordable (if possible).
Use high-quality materials and fittings.
Examples of merch
A puzzle from Taco Bell — during quarantine, such entertainment was especially relevant.
Source: Taco Bell's Instagram account*
Merch from IKEA. The official IKEA logo is used as the main design element, combined with their signature minimalism. The barcode motif references their bestseller, the BILLY bookcase.
Source: ikea.com
Collaboration between the game Cyberpunk 2077 and the energy drink producer G Fuel.
Source: gfuel.com
Original merch from KFC — fireplace logs with the scent of eleven herbs and spices. Fans of the brand appreciated the fun format and appetizing aroma.
Source: global.kfc.com
A bit more deliciousness from the McDonald’s merch store. A bag in the shape of a Big Mac.
Source: goldenarchesunlimited.com
Conclusion
Merch is a way to strengthen customer loyalty and make the brand more recognizable.
Choose high-quality materials, design thoughtfully, and focus on your audience — then your merch will become not just a branded product, but a beloved item that will enhance the brand's image.
* product of Meta, recognized as an extremist organization in the Russian Federation