Love story? The Taylor Swift effect brings wins to independent brands this year

It’s the end of an era. Or at least The Eras Tour. Yesterday, in a moment that was bittersweet, Taylor Swift wrapped the highest grossing tour of all time after 21 months, 149 shows, and $2 billion in revenue. 

In the glittering landscape of pop culture, her Midas touch extends far beyond the realm of music. Swift's global economic impact from The Eras Tour is estimated to be up to $28 billion. From Los Angeles to London, local economies and independent businesses saw a surge of activity as ‘Swifties’ flocked to concerts decked out in sequins, beads, and the requisite friendship bracelets. Swifties spent around $1,300 each on travel, hotels, food, as well as merch and costumes. 

Even Taylor’s fashion choices sparked trends that had brands rushing to keep up with demand. That is the power of the Taylor Swift effect.

It's in this swirling vortex of Swiftie-mania where we find entrepreneurs like Cassey Ho, the founder of Blogilates. Her activewear business, Popflex, was catapulted into the spotlight after Taylor was spotted wearing one of their signature skorts. Or entrepreneurs like Jade Robertson, whose fashion brand Little Lies went viral after Taylor wore one of their dresses.

“I think Taylor knows the power she holds for small businesses, and she uses her platform to do good. It made a massive difference for us,” says Jade. 

This phenomenon shows that in the age of influence, a tacit endorsement can be transformative, setting off a chain reaction that impacts the lives of small business owners and the broader economy. 

Changing an entrepreneur’s life in mere seconds 

Cassey was shocked to find out Taylor wore her lavender pirouette skirt in a popular TikTok challenge last April.

“I couldn’t even react or make a noise,” remembers Cassey, who has been a proud Swiftie since 2008. “I just went numb.”

Though Taylor sported the lilac skort in the video for a split-second, the effect on Popflex was immediate. It sold out within minutes. Over the next 24 hours, it sold out in every other color—a 1,661% increase in sales of the skort. Since April, total skort sales forthe brand have doubled. 

“Even though that clip was 0.3 seconds, it gave so much visibility and credibility to the brand.”

To make this one viral moment last past a single sales cycle, Cassey and her team decided against aggressive marketing campaigns. Instead, they focused on genuine engagement with their community and Taylor's fans. They posted about Cassey’s gratitude on social media and gifted the skorts to Swiftie creators. 

Cassey feels the authenticity of the moment gave it staying power. Taylor didn’t wear the skort because she was paid to, she wore it because she wanted to. Since that first clip, Taylor wore the skort again in one of her music videos. 

“I have never paid for anyone to endorse my brand. So that authenticity is worth so much. Taylor can buy whatever she wants, so the fact she chose my skort? You can't put a number on that.”

Bringing a brand story and a viral moment together

When Taylor Swift was papped wearing Little Lies' olive green velvet dress to dinner, it wasn't just a moment of increased attention for the brand. It tied the brand’s ethos to a broader narrative between music and fashion.

Founded by Jade Robertson, Little Lies draws inspiration from rock icons like Stevie Nicks. Jade’s vision was always about capturing that unapologetic spirit of the ‘70s era.

“My auntie was in a band in the ‘70s, so I grew up around that. The magic of that era has always been a part of my life,” says Jade. "Little Lies was named after a Fleetwood Mac song, and Stevie Nicks embodies the essence of what I want our garments to evoke.”

This distinction underscores a critical aspect of the brand’s identity and its unexpected alignment with Swift—happening just before her collaboration with Stevie Nicks was announced. 

Jade speculated on the choice, suggesting, "Taylor doesn't do anything by accident. It felt like she was signaling this upcoming collaboration, dropping hints through her style choices, which in this case, beautifully aligned with our brand's aesthetic."

After they confirmed it was indeed their dress, the Little Lies team sprang into action. They quickly set up a pre-order system for the dress.

"We had only about a dozen of those dresses left from the last season, which sold out instantly," said Jade. 

Little Lies is not a fast fashion brand, and they used the moment to show the brand's commitment to quality. 

"It was three months before the pre-orders were delivered, but our customers understood. They valued that these were not mass-produced and appreciated the ethical standards we upheld."

The brand also saw a significant number of first-time buyers not just purchasing the famed dress but exploring other items, highlighting the broader appeal of their offerings. Post that initial buzz, Little Lies also tapped into targeted marketing, reaching out to Swifties online through refined ad placements. This approach not only helped in sustaining interest, but also built a loyal customer base.

"It's about being true to who you are as a brand. That authenticity is what resonates with customers and keeps them coming back."

From spark to flame, the Taylor Swift effect lives on

Taylor Swift’s nod to independent brands serves as a reminder of the relationship between celebrity influence, entrepreneurship, and economic vitality. In a world driven by fleeting trends, Cassey and Jade prove founders can share the stage with cultural giants—not through sheer luck, but through the power of their stories and the quality of their offerings. The Swift effect may have been a spark, but the fire it ignited for these two entrepreneurs is all their own.