Even in a Pandemic, Merch Marches On
Digital merchandising brands take creator products to the next level
On its face, merch seems like the kind of thing that hinges on IRL events — shows, conferences, product launches. But as evidenced by the recently announced integration between Shopify and Maestro ahead of Billie Eilish’s upcoming livestream concert, physical proximity is not a hindrance to selling t-shirts. In the midst of the pandemic age, companies across industries (restaurants, hotels) have relied on merch as a way to pad thin margins and keep customers engaged from afar. But for some, merch goes beyond mere tote bags. In recent months, creators and influencers have made moves to take branded products to the next level: the digital world.
While of-the-moment direct to consumer brands still hawk sweatshirts, stickers, and water bottles, entrepreneurial individuals who live and share their lives on social platforms see the potential for another kind of branding opportunity in the form of apps, filters, e-books, zines, custom keyboards, and more. Of course, this isn’t a trend limited to those in the social media universe — even the Biden campaign has waded into Animal Crossing with virtual yard signs and apparel. But the seamless platform integration made possible by brands like Teespring, which has emerged as a key player in the world of digital merch, has made it easier than ever before to shop in support of artists and creators.
Teespring launched in 2011 as a way for brands and individuals to create custom apparel via crowdfunding. But in recent years, the brand has grown to become “one of the biggest platforms for creator and influencer merchandising and an official commerce partner for YouTube, Instagram, and TikTok.” According to a recent report from The Verge, the pandemic accelerated existing plans to roll out digital product offerings for creators. By catering to creatives who want to offer their followers tech and digitally-distributed products without having to learn to code, Teespring goes beyond the offerings of competitors like Mad Merch, which focuses on apparel.
It remains to be seen what kinds of products will come out of this new capability. Some things, like ebooks and planners, are easy to imagine and have existed in other forms in the digital marketplace. But creator-designed apps? Games? The possibilities are only limited by operating systems. That said, among the photo filters and custom keyboards, tactile goods still have their appeal. Earlier this month, YouTuber Alex Wassabi became the first creator to sell Nike branded products through Teespring’s UNLOCKD program, which pairs influencers with brands like Champion and Puma for “custom merch drops.” The limited-edition hoodie quickly sold out. For our current state of collective indoor living, loungewear plus digital content seems like a pretty safe bet.
