How to Create a Home Merch Line

Yes, merch is this gorgeous monster companies have been feeding in the shadows and by companies I mean all kind of brands from food to beauty, from fashion to film festivals, gyms, libraries and cities having their own merch lines. For the good merch is this a grown up and full of potential category on its own.

Working for 19 years with so many different brands I got to see how “merch” is mutating from being that “thing” belonging only to mainstream positioned brands to becoming “the” smartest way to: a) try new categories, b) test customers reaction to new lines, colors, products, materials and functions, and yes, of course c) quickly generate millions in revenue to reinvest. Like the case of Bottega Veneta’s candle used as a strategy to step in the gift category (since it’s booming), and although this candle is the brand’s cheapest product (350) it has generated over 1.2 millions in revenue (and this is just the begging) but most importantly this candle has opened new markets for the brand in both on and off line platforms globally allowing the company to access tones of useful data.

The idea for this lil content comes from my last experience consulting Urban Outfitters as a senior product strategist for their Halloween line, why not to share some tips here?

Perhaps, from the outside it looks easy to create a mech line, many think it’s “just adding your logo a funny draw” on whatever. But it isn’t that simple. To plan a successful merch line takes quite a lot of data analysis when you do it well and many questions might bomb your creative mind. Doesn’t matter the size of your business, I’m sure you will find some of these advices actually helpful:

Also these are more or less my steps interacting with clients before we launch a merch line 👀👇️ 👀 

#1 Choose your Merch calendar and visual elements carefully:

With Urban Outfitters we decided to work hard-and-heavy around Halloween and Valentines because online data revealed best engagement for those specific dates on our core target groups so we proceed expanding those lines. As they have this massive variety on categories we went for lines that could visually integrate most products (from facial beauty masks to mirrors) so it all looked like a collection. Also when visual lines are reflected in different products/categories you ensure bigger shopping carts.

You can perceive this emo/punk soft aesthetic all around since I wanted to move from the mainstream hallo-characters and “pumpkin/orange” shit and bring some winter drama from another perspective.

#2 Foresee beyond the calendar:

Customers don’t want items that are “too thematic” because these items can’t really be used/worn beyond the specific Holliday. Apply funny quotes that might sound/look relevant after-and-beyond

#3 all padded:

Pillows and cushions are trending af rn and the trend curve shows the category is going to grow even more for fall/winter seasons so we are coming with a remake of vintage cushions

Extra tip: go for cushions with character: Is it a cushion? is it a soft toy? Consider blending cushions with toys or character design to ensure your cushions are above “normal” to catch attention. Instead to selling “yet another cushion” you are selling a friend/ a buddy/ a pall/ a lil creature companion to elevate user experience👇️

#4 Embrace frugality:

Within the home accessories category, frugality is becoming increasingly desirable, and combines the appeal of saving money with a drive to shop for fun and full of character merch that have a function beyond being merely decorative.

Non expensive “little somethings” are merch consumer get for gifting tiny yet elevated every day products. 10-19 euros priced products is a powerful category if the margin is well planed.

#5 Forget quiet minimalism for home accessories:

Bright, printed, playful and cute. Numbers don’t lie and bright home accessories show a tremendous advantage for items that qualify as “expressive” 👇️ 

Cute multiple uses boxes are also profit-safe category. Make sure design resonates with your audience and deliver objects with emotional narratives like this Love Box by Laetitia Rouget 👇️ 

#6 Wall dressing:

Posters are a profitable and trending category. Come up with different sizes and paper qualities to ensure smart price ranges 👇️ 

From my personal experience I can share that the brighter the illustration the more successful it becomes. Classic florals are among the best selling 👇️ 

#7 Merge to Merch:

If creating a merch line sounds overwhelming because you are understaffed of don’t have the full potential to do it you can always merge with creatives around you. Here a cool example: LAY LO partnered with LA-based textile designer, Warren Aldrich for upcycled dog beds made from deadstock fabrics.

If you have plain objects collaborate with someone ready to intervene your objects to deliver a “new” collection. This solid color bench written all over is a great example of how an applied pattern can transform unsold items making them look like new merch 👇️ 

Hope this was inspiring and encouraging. Share with friends you think can benefit from this content, let me know what’s in your mind and what would you like to find here next time :-)

/Love

Victoria