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Celebrity merchandise enters new era as stars sell off their clothes

1 month ago   |   By The Guardian

Move targets Gen Z consumers who already buy second-hand clothes online and want to get closer to idols Celebrity merchandise has entered a new era of personalisation with pop and reality TV stars selling the shirts off their backs, in a move to adapt to Gen Z consumers who are buying their clothes second hand online. Singer Olivia Rodrigo who is currently top of the singles and album charts announced the SOURshop , a microsite on resale site Depop. The store features many now sold out clothes that Rodrigo wore in her music videos for her singles Driver's Licence, Good 4 U and Deja Vu...
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