Rock fans are some of the most loyal people in the world: they wear the t-shirt of their favourite band with true pride, like a badge of honour.
It’s a market that is relatively unknown to the world of fashion, but what’s interesting is that many bands make most their money through merchandise sales, so it’s worth understanding rock fans. The merchandise has to fit the image of the band – there are the standard t-shirts and songbooks but often there is something special which really represents an artist.
Couldn’t have said it better myself.
I’d add that brand is more about the experience (in the case of rock fans, the attitude), than about the product or service.
Coffeehouse Junkie 