Aug 10, 2019 | By Luke Tebbutt
Dec 11, 2017
It’s only a few days ago that we heard just how big Ariana Grande’s fragrance portfolio has grown ($150m and counting). But now she’s expanding her fashion business and has joined up with Urban Outfitters for a line linked to her Dangerous Woman tour and album.
There was a time when tour merchandise boiled down to T-shirts sold around the fringes of a show or via mail order. But that was a different world and just as tours are huge money-spinners for the artists themselves, they also offer major opportunities for the fashion retail sector.
The collection hit stores late on Friday (and debuts online today). Ariana Grande personally oversaw the project, with choreographer Brian Nicholson also involved in the design process.
The line has been produced in a deal with merchandise and brand management firm Bravado, and includes T-shirts (of course), plus hoodies, jackets, a hat and sweatpants. Their appeal is boosted by the inclusion of previously unreleased photos of Grande as design elements as well as graphics that reflect the tour but also tap into current print & graphics trends.
The other point to note here is that the tour actually ended as far back as September but its moneymaking potential (after a $71m take at the 75 venues) goes on with initiatives like this one.
And the potential of the line is clearly huge. The 24-year-old star is one of the biggest names on the planet and her popularity is growing, with the recent tour having sold 8% more tickets in a shorter period than her equivalent 2015 series of concerts.
Also interesting is that the nine-piece line with Urban Outfitters retails at relatively high prices, starting at $34 and rising to $299. That may be a big ask for some of her young fans, but coming at the height of the Holiday season it’s clearly designed to maximise gift potential.
Urban Outfitters certainly knows how appealing music-linked merchandise can be, having previously collaborated with Taylor Bennett and Jay-Z this year for special collections.
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