feel valuable, while 65% say high quality makes it feel valuable. Case in point: A musician’s merch hoodie sold at a concert will remain in someone’s rotation if it is comfortable and durable (useful), but it might draw attention to the musician if it is stylish and soft (high quality). See Figures 8 and 9. This all leads to a reality that most people take for granted: Good branded merch improves how people perceive brands to a basically undeniable degree. Nearly 90% of consumers would agree that high-quality merch improves how they consider brands. See Figure 10. In other words, the product is not separate from the brand. Functional Value Leads, Emotional Value Sustains Merch firms are often trying to figure out a tricky line between offering functional value and emotional value. The data suggests they have to keep offering that balance to succeed. Nearly 3 in 4 consumers (73%) do say clearly that, given the choice, they prioritize functional value over emotional value. That is perhaps Figure 8: What makes merch feel valuable? Figure 10: How much does high-quality merch influence how you view a brand? Usefulness, 67.8% High quality, 64.7% Good design, 31.6% Unique or different, 29.3% Brand, 24.7% Personally relevant, 22.9% Figure 9: What makes merch feel cheap or low value? Poor material quality, 66.1% Feels disposable, 52.6% Not useful, 44.6% Generic design, 27.1% Too many logos, 23.6% Outdated style, 19.7% Makes it worse if low quality, 1.1% No impact, 11.2% Somewhat improves, 41.5% Significantly improved my perception, 46.2% Good branded merch improves how people perceive brands to a basically undeniable degree. 36 • JUNE 2026 • PPAI Must Read | Consumer Study
RkJQdWJsaXNoZXIy NzU4OQ==