The name Taylor Swift not only stands for popular pop music, but also for billions in sales. Companies also take advantage of this – for example to sell sauces.
While in Austria the fast food chain Burgerking reacts to Chancellor Karl Nehammer’s latest “burgersayer” with a marketing stunt, there are much more friendly online debates about fast food in an international context.
Just a moment ago, the love life of superstar Taylor Swift, who is now apparently dating Kansas City Chiefs football player Travis Kelce, was the number one topic of conversation, now fans and companies are outdoing each other with postings and marketing campaigns about the singer’s preferred choice of sauce.
A fan account on (“Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!”) A moderately interesting, one might say, superfluous piece of information — but not for a woman who generates billions in sales.
Companies also know this, for whom even a funny online meme is enough to immediately bring a new product onto the market. While the Empire State Building was illuminated in the colors “Ketchup and seemingly ranch,” the ketchup manufacturer Heinz came up with an actual sauce that would actually be produced and sold. (Although only in a limited edition of 100 pieces.)
“Sheconomy”: The phenomenon behind purchasing power
The name Taylor Swift has become synonymous with purchasing power for companies, event organizers and entire cities. A phenomenon that has long since been christened on social media, “Sheconomy” or “Kapitaylism” is what it is called there. This refers to the incredible commercial success of concert tours by female superstars such as Taylor Swift or Beyoncé, from which not only the musicians themselves benefit, but which also has a measurable impact on the overall economic situation. All cities in which Taylor Swift has performed so far during her current “Eras” tour have noticed a noticeable increase in sales in terms of overnight stays and other tourism expenditure, as “Time” magazine reports.
Analysts credit the tour with $2.2 billion in gross ticket sales in the U.S. alone and $5 billion in general consumer spending. Some products are particularly coveted by fans who call themselves “Swifties” – such as friendship bracelets, which play a role in Swift’s song “You’re on Your Own, Kid.” They were completely sold out after one concert in many cities. Other pop culture trends that generate enormous economic revenue are also covered by the term “sheconomy” – such as the commercial success of Barbie merchandise this summer.
The fact that the effect could actually be transferred to a product such as a sauce is confirmed by the increased sales of another article: Since Taylor Swift cheered on Travis Kelce, demand for his football uniform, the number 87 of the Kansas City Chiefs, has increased by 400 percent increased, as the NFL’s e-commerce partner, Fanatics, recently announced. (chrima)
2023-09-29 11:31:27
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