There’s A Real Power In Merch

Full disclosure, I commissioned this feature about Daunt Books tote bags because I’ve become mildly obsessed by them. Ever since I saw the boujie model Emily Ratajkowski with one last year it’s been in my mind, but my goodness I felt recently like I was seeing them everywhere.

Merchandise (or merch as my pals on the fashion desk call it) is so interesting – I do read the fashion pages with interest and saw that logo-tastic brand Balenciaga has pulled right back on blazing its name on everything

But, as I look for a bag in which to put my laptop/shopping/packed lunch, it’s almost always one of my favourite food brand totes. My entire family begged for the Fortnum & Mason lobster on turquoise one; my navy blue Lyle’s bag has been across Europe with me and everything from the Melrose & Morgan to Maison Francois get outings every week. 

Perhaps my favourite is the Noble Rot ‘Sex and Drugs and Pinot Noir’ tote which I get stopped and asked about often – now that’s good advertising; see also the Pastaio ‘This too shall pasta’ t-shirt.

Perhaps the very best is a Wagyumafia top I bought in Tokyo – it’s black with ‘CHATEAUBRIAND‘ emblazoned across the back and arms and I could have sold it a hundred times! If the cult restaurants ever decide to open in the UK, they know what to do…

There’s a real power in merch, so I’d definitely recommend brands keep using them – but crucially, like the aforementioned Daunt Books bags, they need to be really good quality to make them the marketing tools that are so valuable. The best ones are witty, too – maybe do what I used to and offer a bottle of something to the team member who comes up with the best quip!