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Team Taylor – why Swift’s brand works so well and how it could come under threat

By Louise Grimmer, Senior Lecturer in Retail Marketing, University of Tasmania

There is no escaping Taylor Swift. Even if you try to ignore the star, she is currently everywhere. On the airwaves, on playlists, streaming services, social media, in the news, on the big screen and at a mega-stadium near you.

Devoted “Swifties” around the globe have their own lore, with the 34-year-old’s appeal crossing sex, age, class and cultural groups.

The largest US newspaper chain, Garnett,…

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