Philip Rooke says, “Social media stars have always been keen on merchandising and fully understood its value to their business (especially when their content is free).

But now, we’re seeing a change in their understanding of how merchandise can raise their brand awareness. It’s not just about selling, well, maybe not at first.

For online stars, merchandise can be a way of spreading cool ideas, new designs or just general silliness with their fans.

UK Vine stars Stuggy & Ashton, YouTubers like Stampy Cat, iBallisticSquid and Sweden’s Sp4zie have huge audiences who engage with them, are entertained and share ideas.

To outsiders it can often seem very silly, but what isn’t silly is the size of their potential market, which can be global“.

Social commerce: merchandising for a new generation of stars & fans

‘Econsultancy’ Blog

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