Merchandise strategies often lean heavily on generic sales data: hoodies sell, mugs sell, notebooks sell. But data alone can create sameness. The images from the University of Amsterdam shop show why rooting product development in local culture and identity can produce far more interesting – and better-selling – results.
Instead of sticking to standard university merch, they’ve embraced what makes Amsterdam distinctive. Bike bells with the city’s iconic triple-X symbol speak directly to a cycling culture that defines daily life. Recycled-banner backpacks tie sustainability to the university’s visual language. Even folding deck chairs and boldly branded beach towels feel unmistakably connected to the city’s lifestyle and the university’s atmosphere.
These products work not because they show a logo, but because they reflect place. They tap into how students actually live, what the city is known for, and the pride people feel in being part of that environment.
The case study is simple: if you rely solely on broad “what sells” reports, you’ll default to merchandise anyone could make. When you design from the cultural nuances of your own location – its habits, symbols, and spirit – you create items that resonate more deeply and often outperform the generic best-sellers.
Questions to help identify what makes your merchandise unique
- What symbols, habits, or traditions define daily life in your city or campus community?
- Which local experiences could translate into practical items people actually use?
- How can your sustainability story or heritage be reflected in the materials you choose?
- What emotions or memories do people associate with your place – and how could a product evoke that?
- If your merchandise shop disappeared tomorrow, what would people miss most about it?
Use answers to these questions as a creative compass – your uniqueness is your best-selling strategy.
