The mistakes you absolutely must avoid with your merch

Creating and selling your own merchandise has become essential for artists, bands, and labels—whether independent or more established. It's much more than just an additional income stream: merch extends your artistic universe, strengthens fan loyalty, and asserts your identity.

But beware: merchandise isn’t just a post-concert “goodie.” If poorly planned, designed, or managed, it can quickly become a nightmare. Lost money, unsold stock, damaged image... And unfortunately, these mistakes are common—especially for those launching without support.

In this article, we’ll go through the most common mistakes we see at Distrolution Merch—and most importantly: we’ll show you how to avoid them to maximize your merch’s impact (and sales).

1. Producing too much… or too little

Launching your first merch drop comes with excitement… and a lot of uncertainty. You want to do things right, but you don’t have a crystal ball. Will fans buy? How many? And most importantly: in which size?

So you make a decision—sometimes based on instinct. And that’s where the first mistake creeps in.

Some go all-in, ordering massive stock to “save on unit cost” and end up with boxes collecting dust. Others go the opposite way: playing it too safe… and missing out on easy sales.

Stock management is a delicate balance, especially at the beginning. But there are concrete solutions to avoid ending up with either too much—or not enough.

❌ Too much stock:

The classic mistake: you order 200 t-shirts thinking they’ll fly off the shelves after your EP drops. Result: the XL sizes gather dust, the design goes out of fashion, and your money is stuck in boxes.

❌ Too little stock:

You’re ultra cautious and only order 20 t-shirts. But on the day of your gig, 5 fans leave empty-handed. You have to launch a new batch… with higher unit costs and frustrating delays.

✅ The right approach:

Anticipate realistic demand based on your current fanbase (gigs, socials, mailing…). Allow flexibility with a first test drop. You can also go for a pre-order model—only produce what’s actually sold.

2. Neglecting product quality

Merch isn’t just a promo tool or a quick-profit item. It’s a real product people will wear—maybe even proudly. As such, it must meet a basic requirement: quality.

What we sometimes forget is that a bad product can do more harm than good. It can damage your image, frustrate a loyal fan, or make it look like you just did the bare minimum.

As an artist, you should view merch as a physical extension of your music and universe. It deserves the same level of care as your sound or cover art.

❌ What we see too often:

A thin tee that warps after one wash. A rushed print that fades after two gigs. An itchy hoodie or poorly placed embroidery.

✅ What to do:

Research the standards: some textiles (like B&C Inspire) are known for quality and ethics. Don’t just go for the cheapest—look for the best value.

A satisfied fan will talk about it. A disappointed fan too… but not in the same way.

3. Unreadable or overly complex design

Creating an impactful design for merch is a craft in itself. And yet, it’s often where many artists stumble.

Either they overdo it, trying to cram their whole universe into one visual, or they don’t think about the practical constraints of a t-shirt or tote bag.

Good merch design doesn’t need to tell an entire story. It should grab attention, be instantly recognizable, and make people want to wear it—not just admire it.

Think impact, simplicity, readability. And above all: design visuals that live on fabric, not just on screen.

❌ Common pitfall:

Illegible logos. Overly detailed visuals that don’t print well. Color choices with poor contrast.

✅ Best practices:

Use strong contrast, clean designs, and smart placement (chest, back, sleeve…). If your visual style is complex, work with a designer who knows textile printing constraints. Think practical and stylish: the fan should want to wear it—not just store it.

You want your merch to stand out in the crowd? Your message needs to be clear, visual, and confident.

4. Forgetting your artistic identity

Merch is a showcase. It speaks for you—even when you're not there to do it yourself. It walks the streets, pops up in stories, ends up on strangers. And still, it tells something about your project.

That’s why offering a product that doesn’t align with your musical style or visual identity is a common—but avoidable—mistake.

When that coherence is missing, you risk creating a “nice” product that feels off-topic. A design that could belong to anyone—but not to you. Even your most loyal fans might pass on it.

Your merch should extend your identity—not dilute it.

❌ What we sometimes see:

A metal band with a t-shirt that looks like an H&M x Coachella collab. Or a minimalist electro project releasing a hoodie with cartoon fonts.

✅ What to aim for:

Ask yourself: “Could this visual be an extension of my music?” Match it with your website, album covers, and branding. If you have an art director or go-to illustrator—trust them with the merch too.

Merch is often the first thing people see—long before they hear your music. Better make it count.

5. Offering too few sizes or styles

You might think offering 2 or 3 “standard” sizes is enough. But the reality is: your audience is diverse, and not everyone fits into an M.

By offering only one cut or size range, you risk excluding part of your community—sometimes without even realizing it.

And then there are style preferences: some want oversized, others want slim fit. Some prefer hoodies, others go for accessories like caps or tote bags.

Bottom line: the more inclusive your offer, the more chances to sell—without needing 50 product variants.

❌ Why it’s a problem:

You instantly exclude a portion of your audience. Women, XS or XL+ sizes, teens or kids can’t find what fits. You lose easy sales due to lack of planning.

✅ The solution:

From S to XXL is the bare minimum. Add a women’s cut if your fanbase is mixed. Diversify formats: tote bags, hoodies, beanies, patches… And most importantly: ask your community what they want!

Well-adapted merch = more sales + more satisfaction.

6. Poor product presentation (bad visuals)

You might have the best design on amazing fabric… but if your presentation visuals suck, nobody’s buying.

It’s that simple (and brutal).

In the Instagram era, visuals are everywhere. To make your product stand out and spark desire, you must showcase it smartly. And that’s often neglected: photos are rushed, poorly lit, without thoughtful composition.

Yet, it’s one of the most decisive purchase triggers—especially online.

❌ Classic mistakes:

Poor lighting, blurry, badly framed. Only one angle. No worn photo → can’t see real-life fit.

✅ Best practices:

Take several photos (front, back, details, worn). Use a clean, natural, or brand-coherent background. Shoot in natural light or soft LEDs. Include lifestyle shots: live, rehearsal, street.

Good visuals triple your chances of selling. Proven fact. And you don’t need a pro photographer to do it right.

7. Forgetting to promote the merch

Launching merch without promoting it is like playing to an empty room. You might have the best product ever—if no one knows, it won’t sell.

Your merch communication shouldn’t be an afterthought. Think of it as a mini launch: teasers, visuals, key moments.

Merch isn’t just a product—it’s a content opportunity, a way to engage your fans and tell a bigger story. And that’s where many miss out.

❌ What often happens:

You release your merch expecting people to come… but you haven’t announced or prepared anything.

✅ The winning approach:

Tease the drop early (stories, behind-the-scenes, polls on designs…). Plan a cool shoot with worn product. Post regularly: reminders, customer pics, unboxing videos. Create scarcity: limited edition, deadline, serial number…

If you don’t talk about your merch, no one else will.

8. Ignoring hidden costs

The most sneaky mistake? Thinking your margin is just sale price minus production cost.

In reality, your merch profitability depends on a ton of small, often overlooked expenses: packaging, shipping, payment fees, returns, not to mention the time spent managing it all.

Ignoring these means risking unprofitable or barely profitable sales. And that’s demotivating in the long run.

❌ What we often see:

You sell a hoodie for €20, it cost you €12, so you think you’ve made €8 profit. But you forget envelopes, shipping, VAT, Stripe or Paypal fees, stickers, etc.

✅ To be profitable:

Create a simple spreadsheet with all expense lines. Calculate your real net margin—not just the gross one. Factor in your time if you're doing it all yourself.

9. Not having a clear sales system

You may have a great product, fair price, loyal fanbase… but if your sales system is unclear, slow or amateurish, you’ll block your own success.

We still see too many artists selling merch ad hoc: via DMs, Google Forms, or just waiting for gigs to clear stock. The problem? It’s neither convenient, nor secure, nor scalable.

To sell efficiently today, you need a smooth, professional, and reassuring customer journey. People want to click, pay, receive. Period.

And that’s not a constraint—it’s an opportunity.

❌ The issues:

You waste time. It looks unprofessional → buyer trust drops. You forget orders. You lose buyers who want quick, secure, reliable payment.

✅ What to implement:

A real online store (Shopify, your own site, or directly on our Distrolution marketplace). Secure, automated payment. Simple link to share in your bio, stories.

Extra tip: To sell more at your gigs, make sure you have a card reader to accept credit card payments.

The simpler = the more you sell.

Bonus: Thinking merch is “just a t-shirt”

Merch isn’t just about extra cash. It’s a vehicle for image, connection, and visibility. It’s what people wear in the streets, at concerts, on their stories. It links them to you—even when the music isn’t playing.

So take it seriously. Pour your heart and energy into it—or surround yourself with people who will.

✅ Plan smart stock
✅ Choose quality
✅ Clarify your designs
✅ Stay true to your brand
✅ Offer a wide range of sizes & products
✅ Elevate your visuals
✅ Communicate before, during, and after
✅ Track all costs
✅ Make buying easy
✅ And most of all: think strategy, not DIY

Need a hand?

At Distrolution Merch, we help you get it right from the start:

- A team of musicians, merch veterans.
- We check your files to make sure everything’s good to go.
- You approve a preview before we launch production.

Fewer mistakes. More sales. Zero stress.

Contact us now to launch your project!
And to create your online store, click here!