Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • There's an enormous fan appetite for One Direction merchandise
  • There's an enormous fan appetite for One Direction merchandise
    Raffi Tutunjian (2013) ©
CASE STUDY

Squeezing more from fans: One Direction's booming pop-ups

Under pressure from digitisation, music labels are seeking alternative sources of revenue. One Direction has transformed merchandising into a multi-channel branding operation.