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…
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