2. The range in merchandise allows for different fans and different pricepoints to purchase items. She
has also done a collaboration with Rolling Stone magazine for clothing with exclusive designs, and
the calendar is based off her digipack and album cover.
3. The range in merchandise allows for different fans and different pricepoints to purchase items. There
is a strong sense of branding from the colouring and images of her new album, which hekps to
promote it. The use of lyrics and wording is also a more subtle promotion that fans can enjoy.
4. This clothing set is more lowkey
and less flashy, which is a way
for fans to recognize each other
while also appealing to her
older youth audience who
might enjoy a more minimalist
style.
The use of hearts is a key
identifier and is also a leitmotif
throughout her work and social
media.
5. Her price points are less accessible, as
well as the strong language used on
some of her clothing items. While most
of them do not include strong language
and can still be accessed by younger
fans, through the use of language and
the price points it is clear she is
attempting to target an older audience.
The use of hearts is also seen again here,
and the colour scheme of
white/beige/black/red adds to the
strong brand image and aesthetic.
6. This was some alternative merchandise and was more expensive, but fits with her artistic
audience. It was also exclusive to certain tour areas which can be purchased by fans if they
attended, and reinforces the personal/emotional connection with the artist.
7. This merchandise was very basic and simple, but had a strong brand and album tie achieved by
the white/yellow/blue colour scheme and linking font.
8. She is the artist with the largest variety
and product style I have seen, but is
the one with the longest career.
These items are appealing for a young
audience as tote bags and candles are
very fashionable at the moment. The
variety of album style and selection
allows for a larger reach as well.
Thematic items such as the headband
create a strong image as the aethetic of
that album was based on the 80s, and
fits with a healthy and active young
demographic.
9. There is a large variety of designs and
colouring, as well as a collaboration
with Pangaia.
The price points are very high so not as
accessible for younger fans, but there
are accessories for lower prices which
can be purchased.
As the merchandise is based on the
album it was released with, the overall
artist branding is not as strong as the
others and it looks quite scattered.
10. The merchandise was mostly focused on physical music and was not well organized with a clear
branding, instead focusing on specific pieces.
I think this works well for Charli XCX’s audience as they are alternative and artistic, but isnt a
conventional merchandise approach.
I did like how she had particular or boring items that can easily be used and accessed for low
prices (e.g. keychain, mask).
