Granted, decorative merch still exists. (Take the Bridgerton Readersβ Club pillow, for instance.) But Rosewarne says it has improved in quality, often serving as a status symbol, or even an investment if the item appreciates in value. Perhaps the most extreme example of this is the Game of Thrones FabergΓ© egg, which sold for more than $3.4 million.
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Christina Anthony, a marketing lecturer at Sydney University, describes current-day merch as βretail therapy with a side of social currencyβ.
βItβs all about perceived value,β Anthony says. βIf itβs tied to a hit show, the price can skyrocket. People are willing to pay more because of emotional connections to the show and the social signalling that comes with owning something thatβs seen as exclusive.
βSo, itβs not just a bed frame, itβs a symbol of your taste and status. The process can also become quite competitive, with consumers comparing their merch collection within their social groups and trying to one-up each other.β
Collaborations between designers and well-known brands that suit the aesthetic are a key element. Take the CAMILLA x The White Lotus collection, which launched on February 19. It includes silk twill dressing robes and bamboo-handled totes, all of which feature ornate White Lotus-themed designs.
Camilla Franks, founder and creative director of the Australian brand, says fashion collaborations with popular shows have become more common, as it taps into cultural moments in unexpected ways.
The Camilla x The White Lotus collection opts for subtle references to the show rather than obvious logos.
βWhen two creative worlds align, a unique synergy is born, sparking an emotional connection that allows fans to not only watch a story, but to wear a piece of it β to make it a part of their lives every day,β she says.
βIn the past, thereβs been fan fiction and TV conventions, which evolved into cosplay and LARPing [live action role playing]. If you think about it, fashion partnerships are a natural next step in that evolution β another avenue that allows us to find a new relationship with something we love.β
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This kind of merch is subtly connected to a show, and Walker, from Retail Doctor Group, says itβs more appealing to style-conscious and affluent buyers, as the products blend seamlessly into peopleβs lives. βInstead of overt branding, merch now incorporates minimalist references.β
According to Walker, as long as streaming services and cultural moments continue to drive fandom culture, TV merch βwill only grow in creativity, exclusivity and priceβ.
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