The ‘Traylor’ Effect: How Taylor Swift’s and Travis Kelce’s Relationship Is Driving Sales for These Fashion Brands
Travis Kelce’s and Taylor Swift’s relationship is good for business. Since the first Kansas City Chiefs game attended by Swift on Sept. 24, the new couple has been supplementing the numbers of both fashion and sports brands.
Kelce, whose name jumped in search interest on Google with a 70 percent increase since its last peak on Feb. 12, when he won the Super Bowl LVII, saw his social media following grow from 1.1 million to 4.4 million followers since the first rumors about his involvement with Swift started. His boosted popularity translated into more sales for his team, the Chiefs — Kelce’s 87 jersey reportedly had a 400 percent spike in sales throughout the Fanatics network of sites.
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Tickets platform StubHub also reported a three-times increase in sales in a 24-hour window for Chiefs home games compared to each of the few days prior, and single-day website searches for the team have increased by three times since Swift first attended Kelce playing against the Chicago Bears.
Fashion brands are also enjoying the interest in “Traylor” — the couple’s nickname on social media. J. Logan Home, one of the brands worn by Kelce during his pre-game arrivals, saw a recent increase of 65 percent in its website traffic. “As a young brand, it’s always exciting when we are introduced to a new client, when the client happens to be a fashionable footballer whose name is on almost everyone’s lips, we have no choice but to appreciate the exposure for the J. Logan Home brand, and for the growth of the business it has caused,” designer J. Logan told WWD.
Erin Andrews, NFL reporter and the creator of Wear by Erin Andrews, sent a Chiefs windbreaker to Swift in hopes she would wear it to one of the team’s games. The singer debuted the jacket on Oct. 12 and the piece quickly sold out online.
“As soon as she wore it, I saw it, I started screaming and freaking out and singing all my favorite Swiftie songs. And then yeah, we restocked and we sold out. And thank you, thank you Taylor Swift,” Andrews said on “Late Night With Seth Meyers.” The Chiefs windbreaker is now only available for preorder at fanatics.com.
Area experienced a similar situation on Oct. 1, when Swift showed up to the Chiefs game in one of the brand’s crystal-cut shorts. The piece went out of stock on Farfetch, Mode Sens and other shopping platforms.
Meanwhile, Kelce’s podcast “New Heights,” which he cohosts with his brother, Jason Kelce, ranked first on Apple’s charts and the NFL has reportedly experienced a dramatic increase in viewership from female audiences this season. According to NBC, the “Sunday Night Football” game featuring the New York Jets hosting the Kansas City Chiefs on Oct. 1, was the most watched Sunday program since the Super Bowl aired on Fox in February.
On Sunday, the Chiefs will be back at Arrowhead Stadium in Kansas City, Mo., as they host the Los Angeles Chargers for a matchup. Although not confirmed, Swift’s presence in the game is highly expected.
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