The Evolution of Merch: From Swag to Strategy

Merchandising. It's something we see everywhere, from companies onboarding new employees to the coolest music band tees. But have you ever stopped to think about how it all came about? Branded merchandise has evolved into a multi-billion-dollar industry, and it’s more than just promotional freebies. Let’s dive into the history and transformation of merch, and why it’s now an essential part of brand-building.

The Birth of Merch: It All Started with Freebies

In the early days, branded merchandise was pretty simple: give away a pen or a mug, and bam, your company is out there (in fact, we still see this a lot at places like the Australian Open). The idea behind it was straightforward—free stuff = exposure. People loved the free goodies, and businesses loved the idea of being “seen.” Brands would slap their logos on anything and everything—pens, stress balls, keychains—and voilà, their brand was on the move in the right hands.

But here’s the thing: while these little trinkets got their name out there, they weren’t exactly the most exciting thing, and only lasted that day. We all know that feeling when you get a pen with a logo that then gets shoved into your desk drawer and never sees the light of day again. Yawn…

The 80s and 90s

Think about the rise of band merch—iconic tees with graphic artwork and the faces of your favourite music band members—and how that got you rocking a piece of pop culture everywhere you went. This was the start of something bigger than just promotional items. Merch had become fashion. 

Now, companies began to get a little smarter about it. Instead of just throwing a logo on a random item, they started thinking about what people actually wanted. (This was the rise of Harley Davidson shirts). Enter quality apparel, useful items, and branded gear that felt less “freebie” and more “I’ll wear that.” From graphic tees to comfy hoodies, it was clear that merch wasn’t just about slapping a logo on something and calling it a day. It had to have some personality—and it had to make a statement.

The Big Shift: Merch as a Brand Extension

As we moved into the 2000s, merch started to shift from being a simple marketing tool to being a genuine extension of a brand’s identity. No longer just about logos on pens and hats, branded items were now an integral part of how companies connect with their audience. Think about how tech companies like Apple and Google use merch as a tool for community-building. These days, a custom hoodie or a sleek laptop bag isn’t just a gift; it’s a badge of honour, something that tells the world you’re in the know.

But it wasn’t just the tech companies catching on. Everyone from fitness brands to foodies jumped on the merch bandwagon. Everyone wants in on that sweet spot where merch doesn’t just advertise but actually enhances the brand. It’s about creating something that people want to keep, something they’ll use, wear, and proudly show off. Let's also not forget the rise of sustainability, and companies wanting to create something that is long-lasting… which brings us to our next point….

The Modern-Day Merch Revolution: Sustainable, Useful, and Fun.

In the era of 2025, merch has evolved even further. We’re in the age of the conscious consumer, where brands must not only be cool but also sustainable. That means eco-friendly materials, responsible production methods, and a focus on reducing waste. Merch isn’t just about looking good anymore; it’s about doing good for the planet too.

In fact, 65% of consumers keep promotional products that they believe are useful (PPAI, 2023). But don’t worry, this new wave of merch still knows how to have fun. Think about the rise of custom reusable drinkware, tech gadgets, and stylish apparel made from organic materials like our AS colour range. Plus, with the increase in online sales and direct-to-consumer models, it means we are able to provide personalized, high-quality merch that people actually want to keep. 

And let’s not forget about the fun side of merch. A quirky, thoughtful design or an item that doubles as a cool collectible? Yeah, that's still in the game. Merch has become a cultural phenomenon, where exclusivity and desirability are just as important as the logo on the item itself.

Why Merch Matters Today: More Than Just Stuff

So why does all of this matter? In today’s world, branded merchandise isn’t just about giving out free stuff. It’s a strategic move. It’s an investment in brand identity, customer loyalty, and sustainability. People want merch that reflects their values and interests, something that resonates with them and represents the brand they love.

Whether you’re a small business looking to build a loyal customer base or a big-name brand looking to keep your audience engaged, merch has never been more important—or more fun.

The Future of Merch: Where Are We Going?

At Mercha, we’ve embraced this new era of merchandising, where sustainability and thoughtful design are at the heart of everything we do. Just like the brands we work with, we’re committed to offering merch that isn’t just cool, but also eco-conscious and purposeful. From eco-friendly drinkware to stylish apparel made from recycled materials, we’ve evolved with the times, ensuring that every product we offer helps businesses connect with their audiences in a meaningful way. As the demand for sustainable and functional merchandise continues to grow, Mercha is here to provide innovative solutions that not only reflect your brand’s values but also make a positive impact on the planet.