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There was a time when branded merch simply consisted of a free pen with a logo, a tote bag with a drawing on it, or even a simple t-shirt that we all wore to sleep and actually on the street.
Today, on the other hand, brands are now launching full-on fashion runway collectibles. Curated drops are on the list along with aesthetic products that fit the FOMO effect and create the limited-edition hype. Suddenly, KFC now has a merchandise line. Koffee Kulture also joined the game.
Random places from the F&B sector are now joining the game and want to be featured in your wardrobe. However, this is all a matter of whether this is something that is relevant or if they are just trying to jump on the trend? Because in marketing it makes sense to take that approach. Fashion creates a certain emotional connection that acts faster than traditional advertising sometimes.
People nowadays are not just buying products. They are diving more into the identity of the brand. And that is when fashion merchandise starts becoming more of an element for brand positioning and not just a trend. Executing the whole thing, though, is what’s important in the marketing scene. And that is what we will uncover in today’s article.
When Merch Actually Works
Some brands know their assignment and understand it perfectly. Take Cilantro for example. The bright yellow color is always one that could be leveraged for a nice summer line. After their rebranding into a new logo and a new style that talks directly to the inner souls of Gen Z and gives them a space to create their own identity. The merch varies from t-shirts and bucket hats and even includes tote bags with Cilantro’s most minimal and most vibrant designs and colors. Whether someone’s loyal or not, the merch resonates with this generation so greatly that it attracts audiences in general to buy it when they see it.
Another successful merch brand example is Koffee Kulture. This is one brand that raised the bar with the variety they created. Glasses with coffee and matcha quotes, Sweaters and hoodies that show how you’re joining the “Koffee Klub,” candles, t-shirts, and tote bags—the brand didn’t sell products only. It is selling the identity and the belonging. That is why merch in that context works. There is also Zooba, who created merch for kids and adults in t-shirts that proudly say, “Made in Egypt.” Moreover, there is the on-demand and always sold-out t-shirt that proudly supports the Palestinian cause and features their flag with the resistance symbol of the watermelon. All of these brands leveraged audience resonance and were able to create an item that people would simply want in their wardrobe.
The Problem With Trend-Rider Merch
Now for the part that people or brands won’t like much: not every brand needs a hoodie collection or merchandise in general. KFC for example, is one brand that may or may not be loved when it comes to their merch. Because not everyone would want to have a finger-lickin’ good t-shirt or a hoodie that says “the original recipe.”
All while others may love it so much they’d want it. Red Bull is also on the list for being a smart brand when it comes to its merch but not one that attracts everyone. It only attracts adrenaline lovers who thrive on Red Bulls. So the whole moral of the story here is to be relevant. If people want it, make it (your way), and if not, find another trend that would attract everyone and make them point you out.
So… Relevant or Not?
Brand fashion merch is relevant when it deepens brand culture instead of decorating it. The strongest merch doesn’t just shout for attention; it quietly shows its identity, community, and experience. When done right, it becomes wearable storytelling. When done badly, it becomes pointless and it appears to be sitting in clearance bins beside broken marketing dreams. And honestly, the difference is obvious. So, choose wisely.
