TY  - CHAP
U1  - Buchbeitrag
A1  - Strähle, Jochen
A1  - Jackson, Charline Susan
T1  - Merchandising in the music business
T2  - Fashion & music
N2  - The purpose of this research paper is to find out to which extent rap music merchandise is influencing the fashion world of today. The research design is mainly created through analysing Internet sources. The key findings of this paper describe the way rap merchandise is created and distributed nowadays. Furthermore, is explained how an idea becomes trend and how rap artists influence trend creation, especially through social media channels. The topic around rap merchandising products and strategies is a very new one, thus there is barely any literature to find. Nevertheless, trend leading online music platforms and blogs offer a lot of grey literature about the research topic. In this paper, the analysis of rap merchandise and fashion is focused on clothing items to create a better understanding in which dimension the influence of rap merchandise on the fashion world is given.
KW  - pop-up store
KW  - limited collection
KW  - influencer
KW  - fast-paced trend environment
KW  - social media
KW  - retailer
KW  - ambassador
Y1  - 2018
SN  - 978-981-10-5637-6
SB  - 978-981-10-5637-6
SN  - 978-981-10-5636-9
SB  - 978-981-10-5636-9
U6  - https://doi.org/10.1007/978-981-10-5637-6_9
DO  - https://doi.org/10.1007/978-981-10-5637-6_9
SP  - 159
EP  - 176
S1  - 18
PB  - Springer
CY  - Singapore
ER  -