Taylor Swift to launch clothing line in China to thwart counterfeiters
Taylor Swift is launching her own fashion line and has authorized a third-party company to sell her merchandise for the first time ever. But the clothes and merchandise will only be available in China.
JD.com, an online direct sales company, will sell the pop star鈥檚 clothing line and other merchandise in the country, . The items will be on sale in August, three months ahead of Ms. Swift鈥檚 Shanghai stop on her 1989 World Tour. She partnered with Heritage66 Company, which represents American artists seeking to expand their reach in China, to create her clothing line.
"JD.com is delighted to become the sole online source of authentic, high-quality Taylor Swift merchandise," Richard Liu, JD.com founder and CEO, said in the release. "She is an enormously popular artist and true global cultural icon who is winning over thousands of new fans in China each day. It is gratifying to be recognized as China's online shopping platform of choice for those who value authenticity and quality."
Prior to the announcement, Swift only sold merchandise on her official website. Over the past few years, she has garnered attention 听for seeking legal action against people selling products containing lyrics, logos, or her likeness on marketplace websites like Etsy.
, sellers on Etsy say they consider themselves to be just fans who never intended to make a profit off the items. Nonetheless, several Etsy stores received cease and desist letters in February to stop selling mugs, pillows, candles, or other items with her lyrics. Earlier this year, Swift also had from her 1989 album in addition to her other trademarks, including 鈥淐ause we never go out of style,鈥� 鈥渢his sick beat,鈥� 鈥淣ice to meet you. Where you been?鈥� and 鈥淧arty like it is 1989.鈥� She has registered her name and initials in various renditions that have appeared on her albums.
Swift faces such issues in China as well; the market for authorized goods and听counterfeited goods is growing along with her popularity.听 that as JD.com looks to rival Alibaba鈥檚 success as the No. 1 e-commerce company in the country, 鈥淛D is wooing U.S. brands by eschewing the knockoff merchandise that鈥檚 common in some Chinese marketplaces.鈥� The partnership could help Swift thwart the Chinese counterfeiting.听
Not only is China one of the fastest growing retail markets in the world, but celebrity endorsements are a more prominent part of popular culture than they are in the United States, according to . In emerging markets, celebrity advertising is considered a form of entertainment, and celebrity spokesmen are considered role models.
听听also found that Chinese consumers tend to be more receptive to athlete-celebrity endorsements than American consumers. Part of the reason is that China has a 鈥渉igh power distance culture鈥� 鈥� which means people are more likely to perceive authority figures and high-status individuals, like celebrities, as being right and follow their directions. So while Swift has a devoted fan following in the US, her influence could be even bigger in countries like China.
Still, fans outside of China expressed disappointment that they won't be able to buy from Swift's line clothing line. But even then, they are still excited for the line and hope to eventually buy the crop tops and high-waisted skirts Swift dons on a regular basis.听
