Influenced by major pop culture events like Beyoncé’s Renaissance Tour, Taylor Swift’s Eras Tour, and the Barbie movie, Fandom Fashion has become a significant trend in the retail landscape.
Celeb-endorsed merchandise and items worn by stars are gaining popularity. Klarna observed a 266% increase in beaded bracelet purchases in March, linked to the bracelet-trading trend at Taylor Swift’s Eras Tour. Western boots saw a 162% surge in purchases in September, associated with the same tour.
Despite the Eras Tour not arriving in the UK yet, content related to #erastour garnered 2 billion views on TikTok in the UK over the past year. Klarna users contributed to a 959% increase in cowboy hat purchases in June, inspired by Beyoncé’s Renaissance Tour.
The report also notes a 637% rise in pink luggage purchases in August following the Beis x Barbie collaboration launch. September saw a 187% increase in pink nail polish purchases, correlating with the Barbie movie release.
These trends indicate a growing demand for products associated with fan culture and celebrity influences, shaping consumer preferences and driving specific fashion and beauty choices. As Fandom Fashion gains momentum, brands and retailers are increasingly focusing on capturing the essence of cultural moments in their offerings.
