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BRIGHT CONCEPT
WHY MERCH HAS BECOME A KEY PART OF MARKETING
Nike x Travis Scott
The partnership has proved so popular that their joint releases sell out in a matter of minutes, and prices on the secondary market reach several thousand dollars.
There was a time when branded merch was just a nice extra-logo hoodies, company mugs, and laptop stickers. Today, it’s one of the most powerful marketing tools that boosts brand awareness, builds customer loyalty, and even drives sales.
Companies like Tesla, Notion, Apple, Nike, and Slack have long embraced merch as a strategic asset. But what makes it so effective? Let’s explore how brands use merch and why it should be an essential part of any marketing strategy.
Companies like Tesla, Notion, Apple, Nike, and Slack have long embraced merch as a strategic asset. But what makes it so effective? Let’s explore how brands use merch and why it should be an essential part of any marketing strategy.
How Merch Strengthens Marketing
1. BRAND AWARENESS: WHEN PEOPLE WEAR YOUR LOGO
Merch is a walking advertisement that works 24/7. When someone wears a hoodie with your logo, they become a brand ambassador. Unlike a digital ad or a billboard, branded merch stays in sight and remains relevant for years.
According to ASI (Advertising Specialty Institute), 85% of people remember a brand if they receive high-quality, useful merch. One person wearing branded clothing can expose the logo to over 6,000 people in a year.
Merch is a walking advertisement that works 24/7. When someone wears a hoodie with your logo, they become a brand ambassador. Unlike a digital ad or a billboard, branded merch stays in sight and remains relevant for years.
According to ASI (Advertising Specialty Institute), 85% of people remember a brand if they receive high-quality, useful merch. One person wearing branded clothing can expose the logo to over 6,000 people in a year.
CASE: Tesla
Tesla doesn’t just sell cars—it’s built an entire ecosystem of products, from stylish T-shirts to branded chargers and even a signature tequila. Their merchandise sells out in hours, making it part of the Tesla lifestyle.
But merch can benefit more than large corporations. Startups, B2B companies, and tech brands are also incorporating it into their marketing strategies.
CASE: Zapier (Startup Approach)
Zapier, an automation platform, gifts new users branded socks and T-shirts. This small, creative touch became a meme within the community, with fans sharing their merch on social media—turning Zapier into an organically viral brand.
Tesla doesn’t just sell cars—it’s built an entire ecosystem of products, from stylish T-shirts to branded chargers and even a signature tequila. Their merchandise sells out in hours, making it part of the Tesla lifestyle.
But merch can benefit more than large corporations. Startups, B2B companies, and tech brands are also incorporating it into their marketing strategies.
CASE: Zapier (Startup Approach)
Zapier, an automation platform, gifts new users branded socks and T-shirts. This small, creative touch became a meme within the community, with fans sharing their merch on social media—turning Zapier into an organically viral brand.
Slack Welcome Kit.
2. CUSTOMER LOYALTY: MERCH AS AN ENGAGEMENT TOOL
People love feeling connected to something bigger than themselves. When a brand provides high-quality, stylish merch, it fosters a deeper connection with its audience.
CASE: Notion
Notion built a strong community around its product and actively supports it through merch. Brand ambassadors receive branded T-shirts, socks, stickers, and notebooks. This merch isn’t just a marketing tool—it creates a sense of belonging among users who take pride in being part of the Notion ecosystem.
CASE: Slack (B2B Strategy)
Slack sends welcome kits to new corporate clients, including branded notebooks, T-shirts, and stickers. This first touchpoint leaves a positive impression, increasing brand loyalty and engagement.
People love feeling connected to something bigger than themselves. When a brand provides high-quality, stylish merch, it fosters a deeper connection with its audience.
CASE: Notion
Notion built a strong community around its product and actively supports it through merch. Brand ambassadors receive branded T-shirts, socks, stickers, and notebooks. This merch isn’t just a marketing tool—it creates a sense of belonging among users who take pride in being part of the Notion ecosystem.
CASE: Slack (B2B Strategy)
Slack sends welcome kits to new corporate clients, including branded notebooks, T-shirts, and stickers. This first touchpoint leaves a positive impression, increasing brand loyalty and engagement.
3. DRIVING SALES: MERCH AS A BUSINESS STRATEGY
Beyond branding, merch can be a direct revenue stream. Many brands use it as part of their brand extension strategy—expanding their business by launching new product categories.
CASE: Apple
Apple sells branded apparel, accessories, and even scented candles that mimic the smell of a new MacBook. Their merch follows the same minimalist design principles as their tech products, reinforcing the brand’s identity and attracting die-hard fans.
CASE: Nike
Nike doesn’t just sell sportswear—they create limited-edition merch drops that turn into collector’s items. From Jordan logo T-shirts to collaborations with musicians and artists, Nike merch enhances the brand’s exclusivity and desirability.
CASE: Basecamp (SaaS Perspective)
Basecamp, a project management platform, sells merch inspired by its company culture. They design T-shirts featuring witty productivity-related quotes that resonate with their audience. This isn’t just merch—it’s a statement that aligns with their brand values.
Beyond branding, merch can be a direct revenue stream. Many brands use it as part of their brand extension strategy—expanding their business by launching new product categories.
CASE: Apple
Apple sells branded apparel, accessories, and even scented candles that mimic the smell of a new MacBook. Their merch follows the same minimalist design principles as their tech products, reinforcing the brand’s identity and attracting die-hard fans.
CASE: Nike
Nike doesn’t just sell sportswear—they create limited-edition merch drops that turn into collector’s items. From Jordan logo T-shirts to collaborations with musicians and artists, Nike merch enhances the brand’s exclusivity and desirability.
CASE: Basecamp (SaaS Perspective)
Basecamp, a project management platform, sells merch inspired by its company culture. They design T-shirts featuring witty productivity-related quotes that resonate with their audience. This isn’t just merch—it’s a statement that aligns with their brand values.
Nike collaborations
They are constantly creating collaborations with different celebrities.
WHY MERCH IS A GROWING TREND
- People Choose Brands That Reflect Their ValuesMerch is more than just a product—it’s a way to express a brand’s identity. For sustainability-driven brands, eco-friendly merch is a natural extension of their philosophy.
- Brands Want to Stay Visible Without Being PushyTraditional ads are becoming less effective. Merch keeps a brand present in customers’ daily lives without feeling intrusive.
- The Community Economy: People Want to Be Part of Something BiggerBranded merch transforms users into a tribe of like-minded individuals. This is especially important for tech companies, startups, and brands with strong identities.
CONCLUSION
Merch is no longer just an additional marketing tool. Today, it plays a key role in branding strategies, helping businesses increase awareness, build customer loyalty, and even drive sales. Companies that understand the power of branded products create valuable brand experiences that people genuinely want to wear and use.
Bright Concept develops merch that works for your brand. We help companies design, source, and produce high-quality branded products that customers love.
Want to make your brand a part of people’s lives? Let’s create merch that delivers real impact!
Bright Concept develops merch that works for your brand. We help companies design, source, and produce high-quality branded products that customers love.
Want to make your brand a part of people’s lives? Let’s create merch that delivers real impact!
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