Concert ‘Merch’ Comes of Age

Robert Cordero, writing for the Business of Fashion, on how concert tour merchandise is becoming not just a way for artists to make money, but also a player in the fashion world:

“Obviously, the sales [of concert ‘merch’] are big and significant,” says Jerry Lorenzo, the Los Angeles-based founder and designer of Fear of God, who worked closely with Welch to create some of Justin’s Bieber’s looks for his current tour. “But they’re just as important as a branding asset to an artist,” he continues. “It’s the new CD. It’s as important as the sound, a part of the vision.”