The American singer begins a new tour (and Portugal is on the list)
Sequined dresses, fringed dresses, cowboy hats and metallic boots. Taylor Swift’s looks have sparked fury among fans, and the rush to clothing stores in the USA is running out in no time. Shop owners are already talking about the best year for sales.
quoted CNN International80% of sales at this time are pieces that make up the singer’s party wear, says Taylor Johnson, CEO of Hazel & Olive clothing store. “This is crazy” is guaranteed. The sales volume forced the person in charge to change the ordering strategy to maintain stocks and speed up delivery, in response to high demand.
However, the speed of response is not what is desired. “As soon as I get more shares, they sell quickly,” says Taylor-Johnson. “We just couldn’t restock fast enough,” adds Kali Lewis, director of marketing at Altar’d State, another US-based clothing retailer.
The marketer adopted an advertising strategy thinking specifically about Taylor Swift’s concerts and her fans. Callie Lewis uses slogans like “Taylor’s Week” or “Step into Your Era” to invite fans. The design of the shops was also modified, with windows and centers indicating the action.
The response to demand isn’t as fast as they’d like it to be and stocks run out in no time, but Taylor Johnson talks about a “good problem” and admits: “I need Taylor Swift to do concerts throughout the year, because we’re now on our way to having our biggest sales year ever.”
The North American artist announced the different dates of her “Eras Tour,” which includes Portugal. The singer will visit the Estádio da Luz on May 24 next year.
Taylor Swift performing in Nashville, USA, during the ‘Eras Tour’. May 5, 2023. Photo: AP Photo/George Walker IV
