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Celebrity merchandise has entered a new era of personalization, with popular and reality TV stars selling shirts on their backs to suit Generation Z consumers who buy second-hand clothes online.
Singer Olivia Rodrigo Announcement of who is currently number one on the singles and album charts Taobao shop, Microsites on resale sites DeppThis shop sells many clothes that are now sold out. The clothes Rodrigo wore in the music videos of her singles “Driver’s License”, “Good 4 U” and “Deja Vu”, including silk scarves and creeper boots And jumpsuit.When IQIYI CEO Josh Silverman, who bought the resale site last month, called it “the resale home of Gen Z consumers” and pointed out that 90% of consumers are under the age of 26 . This demographic data matches the 18-year-old Rodrigo’s fan base, who rose to fame through Douyin.
Similarly, A$AP Rocky was named “rap fashion darling” GQ, Has cooperated with the controversial website Krana (He is a shareholder) sells clothes curated by rappers with the “buy before pay” payment method of Gen Z and millennials. website, Promises to “give up your locked look” and “smooth again”, providing clothes carefully selected by the rapper from Jean Paul Gaultier, Fendi, Chanel and Tommy Hilfiger. Prices range from £11 to £2,800.
It was the Kardashian Jenner family who initiated the trend of imitating monetization.Their online shop Kardashian toilet Opened in October 2019, it offers clothes worn by the clan (including Gucci mink coats, Kris Jenner underwear and Versace vintage gold leggings, all priced at tens of thousands of dollars, and accessories are priced at 17 pounds).According to WWD reports, the company has completed 9,000 sales and will Las Vegas Later this month. Other reality TV stars, including Stacy Dooley, followed suit.She works with the website Distress rate Rent out some of her clothes. Part of the success of these sites is due to Gen Z’s commitment to shopping in a more sustainable way. “81% of 16-24 year-olds said that buying second-hand goods became more common last year,” said Emma Grant, head of merchandise at eBay Pre-Loved.
“360-degree” marketing is a big problem Netflix Announcing the opening of a branded store to sell merchandise related to their shows. The attraction to fans is getting closer and closer to their idols. Darren Julien, the owner of the auction house, said: “It brings (them) closer, knowing that they can afford something that the artist they admire will touch in person.” Julian’s, Specializing in celebrity related products. “As many artists now sell some of their personal items, this gives fans something new to crave and collect.”
Growing up in the monetized “meet and greet” era, Gen Z has higher expectations for what a product should contain. “As more and more celebrities are willing to personalize items, ordinary unsigned items or merchandise become less attractive,” Julian said.
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