Analysis: Both Oasis and Taylor Swift are examples of how artist merchandise functions as a tangible marker of group identity and belonging
By Dee Duffy and Katriona Flynn, TU Dublin
At first glance, it's hard to imagine two fan communities more different than Oasis diehards and Taylor Swift's devoted Swifties. One is rooted in 1990s Britpop grit, pint-slinging swagger and sibling feuds. The other thrives on glittering arenas, TikTok trends and the intricacies of Easter eggs hidden in lyrics.
Yet, beneath the surface, these two worlds converge more than you might think. Their fans are united by the same social forces, the same rituals of belonging and the same desire to signal identity through music - and especially style. Fashion and style arguably serve as the central point of convergence between the two fandoms, with artist merchandise functioning as a tangible marker of group identity and belonging.
Merchandise is the most visible—and perhaps profitable—symbol of fandom. For decades, the humble band T-shirt has been central to music culture. As merch expert Christiaan Munro confirmed, t-shirts remain the biggest seller for every artist. They are portable billboards, simultaneously advertising allegiance and anchoring fans in a collective identity.
From RTÉ News, Oasis fans stock up on band merch at Dublin pop-up store
For Oasis, tote bags, bucket hats, and Some Might Say t-shirts aren’t just souvenirs. They’re a uniform of nostalgia, a way for fans reliving their youth to reclaim a slice of the 1990s. At the Oasis merchandise pop-up store in Dublin before last month's Croke Park gigs, the adults excitedly queueing to purchase merchandise portrayed all the enthusiasm of Swifties creating DIY friendship bracelets to be exchanged at shows.
"Merch has become fashionable", says Lauren Cochrane in the Guardian. "Over the last 10 years, brands including Balenciaga, Louis Vuitton and Acne have included very expensive versions of band t-shirts in their catwalk collections. Meanwhile, much to traditionalists’ chagrin, Primark and Urban Outfitters sell t-shirts of Fleetwood Mac and The Doors to young people who might like the logo more than the back catalogue."
In reality, the real reason that merch matters is probably more economics-based than fandom-focused. According to Digital Music News in 2017, "the number of streams needed to generate the same revenue as a t-shirt sale varies between different services (Spotify 6,549 streams, Apple Music 2,554 streams, YouTube video: 27,027 plays)". In an age when streaming pays fractions of a penny, fans wearing their devotion quite literally on their sleeves keep their idols thriving. In 2017, a band t-shirt may have cost you €20, but in 2025, you'll pay €45 for an Oasis Some Might Say t-shirt, €30 for a bucket hat or €25 for a tote bag.
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From RTÉ Radio 1's Oliver Callan Show, Amy O'Connor on the business of Taylor Swift
To understand why Oasis and Taylor Swift fans aren’t so different, we can also turn to the Social Identity Theory, developed by Henri Tajfel and John Turner. It argues that people define who they are through group membership, comparing themselves with outsiders to maintain self-esteem. In fandom, this plays out vividly: being a "Swiftie" or a proud Oasis devotee is more than enjoying songs—it’s belonging to a tribe.
Fans of both artists use symbols, clothing and rituals to declare this identity. In doing so, they not only express shared values but also reinforce their personal sense of self within a wider community. Whether it’s a parka jacket at an Oasis gig or sequined boots at the Eras Tour, the message is the same: this is who I am, and this is where I belong.
Why do fans go to such lengths?
Perhaps the answer lies in escapism as suggested by stylist and photographer, Rosanna Elettra. "After years of pandemic isolation and amid ongoing cost-of-living crises," she says, "audiences are seeking moments of transcendence. Dressing up, singing along, and immersing in a shared ritual offers a release from daily pressures.’ Given that the cost of attending some of these concerts can rival the expense of an entire family holiday abroad, is it any surprise that fans want to embrace the moment, bells, whistles, bucket hats, feather boas and all.
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From RTÉ Radio 1's Brendan O'Connor Show, 'the best bit of merch is the Oasis duct tape!'
For Swifties, the Eras Tour provides a technicolour escape—each show a sprawling narrative, a chance to step into Taylor’s world for three hours. For Oasis fans, reunion gigs and retro merch provide a portal back to their youth. The bucket hats and chants are less about 2025 than about 1995—a collective reliving of glory days when Wonderwall first echoed across stadiums.
On the surface, these seem like different impulses—one forward-looking, one backward. But both are driven by the same human desire: to connect, to belong, and to momentarily escape the everyday. And perhaps that’s the deeper truth: fandom is less about the sound of the music and more about the people who gather around it, and merch in many ways is just a way to dress oneself accordingly for the occasion.
Whether chanting Don’t Look Back in Anger in Manchester or screaming All Too Well in Nashville, the experience is the same—unity, identity, and joy in belonging. Maybe Oasis fans and Swifties aren’t so divided after all. They’re simply two sides of the same fan-shaped coin, merch and all.
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Dr Dee Duffy is a Senior Engagement Manager in the Retail, Tourism and Hospitality Sectors at the Enterprise Academy at TU Dublin. Katriona Flynn is a Lecturer in Fashion and Luxury Goods Management at the College of Business at TU Dublin. They are the hosts of the Desert Island Dress podcast.
The views expressed here are those of the author and do not represent or reflect the views of RTÉ
