THE SWIFT STRATEGY

Taylor Swift has rolled out a variety of merch offerings with her surprise album Folklore (Republic), just ahead of the expiration of biz bundle rules.

Items with multiple options for purchase include eight different vinyl packages and eight different deluxe CD packages, each set with unique artwork and unique photos.

Special Folklore themed merch includes a phone case, a cardigan and a phone stand.

For the superstar's last #1 bow, 2019's Lover, exclusive merchandise available through Target accounted for 40% of the first week total of 867k, according to industry sources. With physical retail wounded from the Covid-19 pandemic, the focus will be on Swift's D2C strategy as the album just so happens to arrive two weeks ahead of Billboard's amendment to physical shipping rules.

Although Taylor is offering eight different versions, if fans want to own and purchase all eight options, only four units will be counted per Bible rules. No stranger to facing any challenge, it's game on for the Tay and the Swifties.