May 30, 2019 | By Louise Squire
May 18, 2017
Tour merch as a new fashion category, kickstarted by Justin Bieber and Kanye West, shows little sign of slowing down. In fact based on the huge monetary success of those concert/merch lines, the category just keeps growing, with both established artists and up-and-coming artists, spending just as much time on their merch, as their music.
The latest merch collection to grab our attention, is Lady Gaga for Urban Outfitters. The singer has worked with the global retailer to produce an affordable tour line ahead of her Lady Gaga 2017 Joanne World Tour. The Gaga*UO*Joanne collection features both apparel and accessories. The 6-piece men’s and women’s assortment will launch on May 22nd in selected stores including Amsterdam, Barcelona, Berlin, London, Manchester and Munich in addition to UO’s European sites.
The collection was produced in partnership with Bravado, UMG’s leading merchandise and brand management company, and prices range from £25 – £55. The items are simple branded basics, feeding the current consumer obsession with comfortable loungewear with a luxe feel (expect to see tees, baseball caps and hooded sweatshirts with Gaga’s face on).
To celebrate the launch of the collection in stores, Urban Outfitters plans to host events at UO Herald Square in New York and UO Melrose in Los Angeles on May 19th from 5 – 7 PM. The events are open to the public and attendees will be in with the chance to win signed merch by Lady Gaga, as well as tickets to Lady Gaga’s upcoming Joanne concert in LA or NY.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.