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Celebrity merchandise has entered a new era of personalization with pop and reality TV stars selling their t-shirts, in an effort to adapt to Gen Z consumers buying used clothes online.
Singer Olivia Rodrigo who currently tops the singles and album charts announced SOUR shop, a micro site on the resale site Depop. The store features many of the now-sold-out outfits Rodrigo wore in his music videos for the singles Drivers License, Good 4 U and Deja Vu, including a silk scarf, creeper boots, and a romper suit. When Etsy bought the resale site last month, CEO Josh Silverman called it the resale home for Gen Z consumers, pointing out that 90% of its consumers are under the age of 26. This is a demographic that fits well with Rodrigos’ 18-year-old fan base, who rose to fame through TikTok.
Likewise A$AP Rocky, named raps fashion darling by GQ, has partnered with controversial site Klarna (of which he is a shareholder) that targets Gen Z and millennials with a buy now, pay later to sell outfit curated by the rapper. site, which promises to shake off your lock-down look and smooth again, offering clothes handpicked by rappers from Jean Paul Gaultier, Fendi, Chanel and Tommy Hilfiger. Prices range from 11 to over 2,800.
It was the Kardashian-Jenner family that started the copycat monetization trend. Their online shop Kardashian Toilet opened in October 2019, offering clothing worn by the clan (including Gucci mink coats, Kris Jenners underwear, and vintage gold Versace leggings all for tens of thousands of dollars, in addition to accessories for 17). According to WWD, the company has made 9,000 sales and will open their first brick and mortar store in Las Vegas the end of this month. Other reality TV stars, including Stacey Dooley, followed suit. He partnered with the website QUICK to rent out some of his clothes. Part of the site’s success is Gen Z’s commitment to shopping in a more sustainable way. 81% of 16-24 year olds say buying second hand has become more common in the last year, says Emma Grant, head of Pre-Loved goods at eBay.
360 degree merchandising is a big deal with Netflix announced a branded store featuring goods related to their show. The attraction for fans is getting closer to their idol. It brings (them) closer to knowing they can afford something personally touched by the artist they idolize, said Darren Julien, owner of the Juliens auction house, which exclusively deals with celebrity-related products. With many artists now selling some of their personal belongings, this gives fans something new to crave and collect.
Growing up in the era of monetized meet and greets, Gen Z has raised expectations about what merchandise should bring. With more and more celebrities willing to personalize things, it just makes unsigned ordinary items or merchandise less attractive, says Julien.
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