Brands and shops surf on “the Taylor Swift” effect “to foam their visibility

Many companies, from here and elsewhere, have put on their publication of glitter and orange and green opal colors, inspired by the cover of the twelfth album of the author and interpreter of 35 years.

For example. Furthermore, the airline United Airline published a photo on Instagram showing a plane peeling in front of orange glitter in the sky. In addition, The Canadian store chain. For example, on the other hand, took the opportunity to play with the words by promoting the life of a patio girl or in English “The Life of a Patiogirl”.

A sign of the resulting effect of this trend, Quebec companies, small or large, also put themselves there. Therefore,

Air Transat air carrier. Furthermore, the garage clothing company have both sent cell notifications referring to the next Taylor Swift project. However,

The orange brands shops surf “the taylor fever even has even been briefly immersed in the Quebec political landscape. In addition, when the Quebec Solidaire Party published on its networks a photo showing their sparkling logo in the colors of “The Life of A Showgirl”. Moreover,

The publication on Instagram received more than 1800 “likes” in two days. Moreover, making it the publication of QS having generated the most commitments since the last month.

Far from being a coincidence, it is one demonstration among many of the “Swift Effect”, or the Taylor Swift effect. Forbes magazine described this phenomenon in 2023 as the ability of Taylor Swift to “stimulate sales. commitment” by its simple presence or mention.

The marketing professor of the UQAM management school of management sciences. Caroline Lacroix, also argues that a brand or a business that is associated with the American singer will benefit from brands shops surf “the taylor a visibility momentum … provided that he knows how to pull out of the game.

“It can promote the development of the positive attitude towards the brand. and it can also promote purchasing intentions, so give a reason to buy any short,” explains Ms. Lacroix, who specializes in commercial partnerships.

“By associating directly. indirectly with Taylor Swift, we stick to the interests of our target audience, we take advantage of his image which generates positive experiences in customers,” she adds.

Brands shops surf "the taylor – Brands shops surf "the taylor

Broan and creativity

“If you are a local business, you can take advantage of the announcement of Taylor Swift with colors or anything. It’s just that you have to do it, ”says Ms. Lacroix.

One brands shops surf “the taylor of the first traps to avoid is plagiarism, she explains. The professor specifies that there is a difference between direct partnerships. when an agreement is concluded between the two parties, and the indirect partnerships, which occur when a company unilaterally associates with another.

In the second case, it is necessary to show more vigilance and subtlety to avoid legal concerns. For example, a small bistro could “offer the Taylor Swift experience” sprinkling edible orange sequins on their cafes, offers Ms. Lacroix, which specifies that there are generally no copyrights on colors.

“On the other hand. we are not going to start selling cafes in stamped containers of the name Taylor Swift,” she quips.

The surge of brilliant orange is reminiscent of marketing surrounding the release of the film Barbie. which put the pink in the foreground of the summer of 2023, she said. “As in this case, what is brands shops surf “the taylor fun is that we play with color,” said Ms. Lacroix.

If it can be fun. advantageous to stick to a large -scale trend, distinguish your brand from all the others that suddenly display the same colors and similar fonts becomes a major challenge.

“It is the creative execution that is important. it is there that you will succeed in distinguishing your brand through all the noise,” she insists.

The release of the next Swift album is scheduled for October 3. No tour date has yet been announced.

The economic benefits of his visit to Toronto on the occasion of his Eras world tour was estimated at $ 282 million. The Bloomberg agency estimated that the 53 concerts presented in the United States in 2023 would have added $ 4.3 billion to American GDP.