As Taylor Swift's Eras Tour enters its final leg, fashion retailers are bracing themselves for a significant return surge. A comprehensive survey by ReBound Returns has revealed striking insights into Swifties' shopping and return behavior, highlighting the tour's profound impact on the retailers.
The survey highlights that nearly a quarter of Eras Tour attendees returned clothing or accessories purchased specifically for the concerts. With Taylor Swift's massive fan base, this statistic translates to over a million returns.
With more than one in four fans (28%) only choosing their outfits less than a month in advance, retail brands are preparing for a last-minute wave of orders – and subsequent returns – as fans finalise their outfits for the remaining concerts.
One in five attendees (20%) returned between one and five items, and another 4% returned more than five items. Almost a quarter of Eras Tour attendees – representing over a million people – are estimated to have returned clothes and accessories bought specifically for the concerts.
Half (50%) of those who had returned items did so because they had ordered multiple outfit options before deciding what to wear. Almost a quarter (24%) had bought extra sizes and kept the one that fit best, and 15% returned items after changing their minds about their chosen outfit.
Online fashion retailers were the most popular destination for outfit shopping and are likely to see the biggest spike in returns, with 43% of Swifties ordering new outfits online. Around 14% of attendees chose second-hand or vintage outfits, and 18% made them themselves.
Despite the surge in returns ahead of the concerts, 71% of fans intend to re-wear their Eras tour outfits for future occasions, and 47% keep pieces as memorabilia. Only 2% of Swifties discarded their outfits after the tour, reflecting a trend of sustainable fashion behaviour among concertgoers.
This aligns with Gen Z’s broader shift towards sustainability. Previous research found that 62% prefer to shop from eco-conscious brands and 73% are willing to pay more for products with a reduced environmental impact.
Marko Kiers, Chief Commercial Officer at ReBound, added:
“The Eras Tour has had a huge impact on retail and fashion, and online retailers need to be prepared for the next wave of sparkly returns ahead of the final shows. Many customers may be shopping with these retailers for the first time as they search for the perfect outfit, and a smooth, efficient returns process will help to turn them into repeat shoppers. Quick refunds are especially important here, as fans are likely eager to free up funds for concert related expenses.
“Retailers, take heed: This surge in returns from Swifties presents a golden opportunity to make lasting impressions on new customers. By promoting add-ons and offering a seamless returns experience, you’ll not only attract concert-inspired shoppers but also strengthen long-term brand loyalty among these potential repeat buyers.”
Most popular Eras Tour outfit inspiration revealed
Fans took inspiration from Taylor Swift’s albums to style their outfits, with Midnights proving the most popular choice. Concertgoers were “Bejeweled” with sequins, gems, and stars or moons. Close behind was Reputation, with snake-themed prints and accessories, followed by Lover-inspired looks with pink, tie-dye, and hearts.
Cowboy hats and boots made frequent appearances, as did the friendship bracelets fans made to trade with each other at the concerts.
However, the defining trend amongst Eras-inspired outfits was sparkles, with rhinestones, glitter, and sequinned looks a staple of Swiftie fashion throughout the tour.
Most Popular Eras Tour Outfit Inspirations
The survey also delved into the fashion trends influenced by Taylor Swift’s albums:
- Midnights: Fans embraced a “Bejeweled” aesthetic, donning outfits adorned with sequins, gems, and celestial motifs.
- Reputation: Snake-themed prints and accessories were a hit among concertgoers, aligning with the album's edgy vibe.
- Lover: Outfits inspired by the Lover era featured pink hues, tie-dye patterns, and heart motifs.
Additionally, cowboy hats, boots, and friendship bracelets were staple accessories, adding a personalized touch to fans’ ensembles. Sparkles dominated the fashion scene in the form of rhinestones, glitter, and sequins, making Swiftie outfits a spectacle of shimmer.
Looking Forward
The Eras Tour has set records in the music industry and left an indelible mark on fashion retail. As retailers prepare for the upcoming wave of returns, focusing on efficient processing, sustainability, and leveraging advanced technology will be crucial in managing costs and enhancing customer experience. Aligning their strategies with Gen Z's evolving preferences, retailers can turn this challenge into an opportunity for long-term growth and customer loyalty.
