In business, timing is everything. Whether it’s a product launch or a marketing campaign, seizing the moment makes all the difference. One recent example of this is the success story of The Black Dog pub in London. This cozy Vauxhall pub catapulted into the spotlight thanks to the Taylor Swift song “The Black Dog” from her latest album. The pub cleverly leveraged this pop culture moment to launch a thriving merch store.
The Black Dog’s meteoric rise to fame illustrates how any business can capitalize on trends to drive sales and brand recognition. After being name-dropped in Swift’s song, the pub saw an influx of curious Swifties looking to experience the now-famous venue. Recognizing the potential, the pub quickly set up an online merch store, turning their newfound fame into merchandise sales. The Black Dog pub’s owner transformed a fleeting moment of fame into a sustainable business opportunity.
But this isn’t the first time that Dans Rozentāls, the Customer Success Team Manager at Printful, has seen something like this happen. He explains: “The story of the Black Dog pub is definitely a success, but they aren’t the only ones using this strategy. I’ve seen the approach do wonders when an underdog team wins the World Hockey Championship and a designer has a product up and ready to go in 5 minutes. I also saw the Trump mugshot generating a ton of money for people that managed to jump on that train quickly.”
The reality is that trends don’t live long, so you need to catch them instantly. Dans explains: “The biggest missed opportunity is relying on “bestsellers” and legacy products. What I’m seeing is that 70% of sales come from products that are less than 6 months old. New products—that’s where all the money is!”
Steps to use trends for merchandising success
- Identify the trend early. It’s crucial to spot trends the moment they emerge—just as The Black Dog pub did when they realized Taylor Swift’s song was bringing them unprecedented attention. Whether it’s a viral social media moment or a major celebrity endorsement, early identification is key.
- Act fast. Speed is of the essence. The Black Dog pub launched their merch store within weeks of the song’s release. Partnering with the print-on-demand service Printful, they were able to quickly offer branded pint glasses, hoodies, t-shirts, and more. This quick action meant they could meet demand almost immediately.
- Leverage technology. Use platforms that can handle quick turnarounds and are scalable. Printful enabled The Black Dog to produce and distribute merch without upfront costs or inventory management.
- Engage with your audience. The Black Dog didn’t just sell merch—they engaged with the phenomenon. Their TikTok and Instagram accounts exploded with content related to the “Taylor Swift effect,” fueling interest and driving traffic to their store.
- Offer diverse products. From oversized hoodies to pint glasses, variety helps meet different customer preferences. The Black Dog ensured there was something for every fan, boosting their sales.
Final takeaway
The Black Dog pub’s experience shows how important it is to stay agile and adaptable in today’s fast-paced market. By tapping into a cultural trend, they increased sales and created a new revenue stream through merch.
To apply this strategy to your business, stay alert to trends, act quickly, and don’t be afraid to innovate. The next big moment could be right around the corner, and with the right strategy, it could be your ticket to success.
