Taylored for a retail boost
The “Taylor Swift effect” is boosting retailers ahead of sold-out concerts in Melbourne and Sydney, which kick off this week.
Many “Swifties” have forked out thousands of dollars to attend the Taylor Swift Eras tour, with retailers cashing in by selling merchandise, such as sequined items, cowboy hats and heart-shaped sunglasses.
Online fashion retailer Beginning Boutique owner Sarah Timmerman said the “Taylor Swift effect” had had a positive impact on her business, which sold more than 4000 sequined items since January.
“The Taylor Swift effect is very real, and it is a really welcome change for Australian retail for sure,” Ms Timmerman said.
The “in your era” collection had the highest sell-through rate it had ever had for a collection without an influencer.
“The collection has more than tripled our benchmark expectations for a collection,” she said. “It is a phenomenal performance.
“Our collection ranges from $29.99 and our best selling dress was $69.99,” she said. “The Emiko Skirt ($69.99) and Emiko top ($59.99) have repeatedly sold out since Taylor announced her tour, we’ve restocked seven times.”
Sydney earring maker and “swiftie” Liss Klemke’s online store Pop Ear Candy is selling Taylor Swift-inspired earrings, pins and sunglasses for fans.
“I am a swiftie, I started this time last year, when she was likely to tour when she was in the
US and I just loved her costumes,” Ms Klemke said.
On Amazon, friendship bracelets ranked third and fourth in the clothing and accessories category in Australia in recent months, with heart-shaped sunglasses ranked eighth with an increase of 1250 per cent in sales.
Even Reserve Bank governor Michele Bullock has a view on the “Taylor Swift inflation” effect, which she said last week had forced some spending adjustments.