As Taylor Swift’s ‘The Eras Tour’ hits cities across the US, retailers are experiencing huge demand for sequin dresses, cowboy hats, and rhinestone boots. This country-inspired look has become the latest TikTok-approved trend, thanks to Swift’s influence. Retailers such as Hazel & Olive and Altar’d State have seen a massive increase in sales of concert-friendly merchandise including sundresses and metallic boots, as well as Swift-inspired looks such as clear handbags that meet concert venue security protocols. The tour has also attracted law-makers, with a Justice Department investigation and congressional hearing over Ticketmaster’s handling of the highly-anticipated ticket sales.
The Taylor Swift look: sequins, boots, cowboy hats
Many retailers across America are currently marketing to Swifties, as bespoke items of clothing prominently used in her highly-anticipated tour sell out across the country. Online clothing retailer Hazel & Olive saw a huge spike in sales of its sequin-fringed dress, leading CEO Taylor Johnson to thank the superstar singer for driving up demand. With its trendy coastal cowgirl aesthetic, the Taylor Swift look has been the cause of most of the hype surrounding the tour, which is boosting sales of fringed dresses, rhinestone-encrusted boots, and cowboy hats.
The ticket sales fiasco
As demand for tickets to Taylor Swift’s ‘The Eras Tour’ reached fever pitch, Ticketmaster experienced significant website crashes and technical issues. The error affected thousands of fans, leading to a congressional hearing and a Justice Department investigation. Despite Ticketmaster’s apology, the debacle left many Swift fans without tickets, and some even took Live Nation and Ticketmaster to court. But despite the ticketing hiccup, Swift’s tour has gone ahead as planned, with shows across the US.
Retail reactions
As Swift’s tour rolls on, retailers are turning a keen ear to her growing fan base. Francesca’s, a high-end fashion chain with 454 boutiques nationwide, has reported a 30% sales jump in ruffle, prairie, babydoll, and bow-back style dresses when Swift is in town. Similarly, Altar’d State has curated a range of Swift-inspired looks, calling it “Taylor week” and focusing on pastel colours and delicate, flowing lines. The tour has proved a huge boost to businesses like Hazel & Olive, which has seen monthly orders for concert looks rise to 80% of its total order number.
Concert fashion mania
Taylor Swift is not the only big star boosting fashion sales in 2023. Leanne Neale, vice president of concept and creative for Francesca’s, has high hopes that Beyonce’s ‘Renaissance’ tour will do the same. Francesca’s stores will carry a range of clothing curated for the BeyHive too. As the concert fashion mania sweeps over America, retailers are poised to cater to the latest trends, such as lavender-coloured clothing inspired by Swift’s ‘Lavender Haze’ song. As the tour continues to play out, the coastal cowgirl aesthetic looks set to stay firmly in fashion.
