‘We finally reached Gen-Z’: Businesses woo Swifties with themed merchandise as concert fever hits

SINGAPORE: Forget friendship bracelets, businesses are dreaming up other novel Taylor Swift-styled merchandise and experiences to enchant fans as concert fever hits the island.

In the weeks leading up to the Singapore leg of Swift’s Eras Tour, which begins on Saturday (Mar 2), some companies have reported a bump in sales thanks to such themed offerings. 

FIRMS HOPE SPARKS FLY WITH SWIFTIES

Sneaker shop Superga last weekend kicked off a promotion allowing patrons to personalise every purchase with new shoelaces and beads. 

The firm said profit has seen a 20 per cent jump at its three outlets as Swifties snapped up new sneakers, and customised them with song titles and lyrics, ahead of the concert.

At Baker's Brew, “Taylormania” has swiftly helped the cake shop chain sweeten the deal with a whole new demographic – the elusive Generation Z.

“This has finally opened the doors for us. We have finally reached the Gen Z market” said Ms Monique Tendencia, the firm’s marketing and e-commerce manager, adding that about 50 themed cakes and cupcakes have been sold so far.

“For the longest time, our market has been parents buying for their kid's birthdays. We haven't really tapped into the Gen Z market that likes trendy cakes.”

Since the bakery started putting cakes decorated with Swift’s albums, themes and figurines on its social media, it has seen a 10 per cent hike in younger customers – not just from Swifties, but also from others enquiring if the shop could bake other designs.

Shuttle service start-up Wagon.Asia is offering a getaway service to bring concert-goers away from crowds after each performance. Buses will ferry passengers from the National Stadium to less packed train stations elsewhere. 

The firm’s CEO Hafiz Azhar, an avid concert-goer himself, said the tedious experience of getting home via crowded public transportation after such events led him to set up such a service.

“We were thinking, what if there was a bus service that will take people away from this concentrated area to different MRT stations around Singapore? We posted a TikTok and the reception was insanely (positive). We were initially expecting to only fill 13-seater buses, and eventually we opened up more seats (45-seater buses) because of the demand,” he said.

Its success has helped the firm secure a one-year deal with online travel platform Klook to provide such services for this concert, as well as upcoming events.

Wagon is also partnering with Decathlon, Oatside and Milo for Klook's so-called “Cat 10” package for those who did not manage to get tickets, but are planning to hang out outside the National Stadium in hopes of hearing the concert. 

GOLD RUSH FOR ECONOMY

Swift’s sold-out concert across six nights is set to make Singapore’s whole economy shimmer, with analysts estimating millions in revenue to be generated across industries.

Countries that have hosted her blockbuster tour are now basking in the afterglow of the phenomenon coined as "Swiftonomics".

Recent research estimates that the tour generated a US$5 billion boost to the United States, bigger than the entire economy of some small nations.  

In Asia Pacific, the tour is only happening in Japan, Australia and Singapore.

One estimate pegs the economic value of her concerts in Melbourne at nearly US$790 million, while another research said her four shows in Tokyo may have brought in close to US$230 million.

In Singapore, demand for hotels and flights has surged. Businesses from the hospitality, transport and food and beverage sectors, and even unrelated industries, are clamouring to appeal to Swifties from across Southeast Asia.

“There's a fair expectation that we could be seeing around 60 to 70 per cent uplift in spending figures in bars and restaurants. Retail spending, foot traffic will (go up),” said Mr David Mann, Asia Pacific chief economist at payment technology firm Mastercard. 

He added that the tourism industry is also set to see a boom, as visitors stay on for tourist attractions such as the zoo or Sentosa, or go for local tours.

While Singapore has hosted many other mega events such as Formula 1, each event could expose the nation to a different target audience, he told CNA’s Asia First on Friday.

“You do get a different makeup of tourists. For example, F1 will see more visitors from the United Kingdom or Australia,” he said.

“Also, concerts are not quite as disruptive compared to F1, such as (road closures). Concerts are a very smooth travelling experience and so you could argue it's just as good, if not better.”

HOPES THAT ECONOMIC BOOST IS LONG LIVED

These positive economic spillover effects were made possible with the support of a grant provided by the Singapore Tourism Board to bring Swift here.

But beyond that, analysts argue that the lion city offers more than just financial incentives to keep the big names coming.

“Singapore already has a very good image in the market – good infrastructure, good experience with event management, and one of the best logistics and transportation ecosystems in the region,” said Mr Samer Hajjar, a senior marketing lecturer at the National University of Singapore (NUS) Business School.  

“These are really important for big concerts and events. Organisers look at these points rather than focusing on grants.

“When we attract big names like Taylor Swift to come over and do six shows, this is a big plus for Singapore in the long run – it shows we have a credible brand name. We would benefit in terms of revenues and intangible benefits, not forgetting the media and social media exposure for Singapore.”

Hopes are high that Swift's concerts in Singapore would solidify the nation's reputation as an entertainment venue, bringing in an economic boost that is long lived.