Taylor Swift's Eras Tour and Merchandise Popularity in London

London’s Wembley Stadium has welcomed back the Taylor Swift’s Eras Tour. As the artist performs across her extensive discography, fans have also taken to the streets in a series of Taylor Swift-themed merchandise pop-ups around London. They are exclusive shops where fans can purchase limited edition apparel, accessories and memorabilia inspired by her nine studio albums. These shops are located throughout the city and are playing new Swift music as fans gather outside.

Taylor Swift’s merchandise proves to be as popular as the concert as quick sell-outs are witnesses. Many warnings to exclusive Taylor Swift shops can also be found outside the Wembley Stadium. There, merchandise is only available to be purchased at the same time as the ticket to the show as a deterrent to counterfeit industry. At the same time, trusted sources guarantee that the obtained items will not breach Wembley’s strict entry policies. At the same time as Taylor Swift entrances the audience during a three-hour setlist and grand support from Paramore, merchandise pop-ups have become yet another destination by attesting to the power of her influence.