The biggest risk with merch isn't a bad design. It's a garage full of size small hoodies. We've launched a lot of products across our own brands and with around 100 queens, performers and artists, and these are the lessons that stick.
Start with why people would wear it
People don't buy merch to advertise you. They buy it to say something about themselves. The best designs work as a good T-shirt first and a logo second, so give fans a joke, a phrase or a piece of artwork they'd choose to wear.
Keep the first drop small
You don't need twenty products. Start with one or two things your audience will definitely use, such as a tee and a hoodie, or a tote and a mug. A tight range is easier to design, easier to promote and easier to get right.
Order less than you think, or make to order
This is what keeps you out of trouble. Printing in small runs or to order means you're not gambling on sizes and colours before you know what sells. Once a design proves itself, you can put more behind it.
Don't forget the sums
Before you set a price, add up the blank, the print, the packaging, the postage and any fees your shop takes. Then check there's enough left to make it worthwhile. Plenty of merch looks successful and quietly makes nothing.
Plan the launch like an event
Give people a reason to buy now: a date, a limited run or something tied to a tour, a show or a season. Tell your audience before it lands, then show real people wearing it once it does.
Sort out who ships it
Packing a hundred orders on launch day is exhausting, and it's where the good feeling can fall apart. Decide early whether you'll do it yourself or hand it to a fulfilment partner.
Want a hand?
Pink Dot Design can design it, My Local Printing can make it and we can ship it and run it for you. All under one roof in Brighton.
