Taylor-mania has officially taken over Australia
Ahead of Taylor Swift’s arrival down under later this month for her Eras tour, new data from eBay shows merch and accessories inspired by the singer are sweeping the nation. Meanwhile, vodka brand Smirnoff has entered a new era of its own – launching a ready-to-drink flavour inspired by the pop-star.
The limited-edition Smirnoff Ice Lavender Lemonade has been designed to mimic the energy and fun that festivals and concerts evoke for music lovers – as the brand argues it has built a reputation as punters go-to drink of choice.
“With the colour purple having its moment, we’re leaning into our lavender era with the launch of Smirnoff Lavender Lemonade, creating a new taste that sparks excitement,” said Smirnoff marketing manager, Maddy Stockwell.
“Smirnoff lives and breathes music, so when we saw the line-up of incredible musicians and artists making their way to Aussie stages this year, we knew we had to get ready for it.”
A combination of lavender and lemon, the drink is described as being “vibrantly tart yet sweet’. It will be available from liquor stores Dan Murphy’s and BWS nationwide, from February 13.
Smirnoff is one of many brands jumping on the Swiftie-train, as everything Taylor Swift related is sweeping consumers around the nation.
According to new data from eBay, searches for friendship bracelets, made famous by Taylor Swift, are up a mammoth 15,200%, while Taylor Swift shirts are up 190%, posters are up 105% and vinyl records are up 61% on the site.
An eBay spokesperson said: “With Taylor Swift-mania sweeping Australia, fans are embracing some of the most iconic accessory trends sported by the singer. On eBay, sales of heart-shaped sunglasses and cowboy hats are up 55% and 45%, respectively.”
Consumers are purchasing for every iconic era across the singer’s career, with eBay data showing there is hot demand across the board:
- Sales of Midnights-related items have increased by 180%
- Sales of 1989-related items have increased by 120%
- Sales of Speak Now-related items have increased by 110%
- Sales of Red-related items have increased by 95%
- Sales of Lover-related items have increased by 85%
- Sales of Fearless-related items have increased by 65%
“As fans begin planning their eras outfit, shopping for Taylor-inspired fashion on online marketplaces like eBay can increase your chances of finding unique pre-loved gems to pair with your outfit,” the spokesperson said. “With global eBay research finding Gen Z and Millennials are leading the charge when it comes to shopping pre-loved, there’s no better time to embrace your inner Taylor and express yourself while being savvy with your money.”
EBay has launched a dedicated landing page for consumers, with “bejweled, shimmery & more show-stopping fits”.
Earlier this week, Triple M announced some Aussie rock legends – including Paul Kelly and Ian Moss – will cover some of the pop star’s biggest songs in the lead up to next week’s tour.
Meanwhile, Swift became the first artist in history to win the Grammy for Album of the Year four times with her 2022 album, Midnights.
Swift also took Best Pop Vocal Album, and even made the shock announcement of a new album, The Tortured Poets Department, due out on April 19, during her acceptance speech.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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