Dinesh Ramachandran From Cheez-It’s pop-up diner to Glossier’s tote bags, Gen Z is driving the rise of branded merchandise as a loyalty tool.
In an era where authenticity and personal connection define consumer behavior, Gen Z is proving that branded merchandise isn’t just for souvenirs—it’s a vital tool for building loyalty. Marketers are catching on, using everything from tote bags to stickers to engage this powerful demographic. For Gen Z, brand swag is more than a keepsake; it’s a badge of identity, signaling their connection to brands they love.
Cheez-It, for instance, used a pop-up diner last year in upstate New York to draw fans not only for its Cheez-It burgers and milkshakes but for its branded merchandise. The diner sold out of 2,100 items—ranging from trucker hats and T-shirts to posters and sticker packs. The demand was so high that Cheez-It began selling the merchandise online after the event. This surge in interest speaks to the growing trend of brands offering exclusive items that cater to Gen Z’s desire for experiences and identity markers.
Glossier, known for its cult-like following, also leans into this trend. With tote bags, sweatshirts, and other simple yet stylish items, the beauty brand taps into Gen Z’s need to express their fandom and align with brands that reflect their values. Similarly, Studs, a piercing brand, cultivates a sense of belonging through limited-edition, branded accessories.
These merchandise offerings, often low-cost yet highly desirable, reflect Gen Z’s strong connection to brands that foster a sense of community. Marketers are increasingly seeing that exclusive, personalized swag can act as both a token of loyalty and a driver of future engagement.
As brands continue to refine their marketing strategies, merchandise could become a central part of a broader strategy to nurture long-term, emotional connections with consumers.
