An Author Merch Case Study
Knitting kits inspired by Carmen Amato's historical fiction series
Merch.
It’s #7 of 15 types of author income I’ve identified that savvy, business-oriented authors incorporate into their business model if it makes sense.
Case Study
In this article, I offer a case-study look at one of the most original author merch examples I’ve come across: Knitting kits inspired by Carmen Amato’s historical fiction 1920s-era Galliano Club series.
Amato teamed up with a knitting pattern designer, a fiber arts store owner, and a custom yarn maker to offer the kits, which included (see example):
A copy of one or two books in the series signed by the author,
A bookmark with a QR code card for one knit pattern and one crochet pattern,
Custom-dyed yarn in your choice of color (color names inspired by the book)
Stitch markers
Surprise gift from the author
The number one rule of merch for authors?
Absolutely sell merch alongside your books if it makes sense for you, your content, your readers, and your customers.
Corollaries of rule number one?
No stuff for the sake of extra stuff.
And, for sure, no junk.
8 Possible Elements of Compatible Merch
Here are eight effective components of merch I’ve see other authors tap into when incorporating merch into their holistic business models:
Merch that matches an author’s vibe
Merch that meshes one’s other life with one’s author life
Merch with compatible messaging
Merch that shares art
Merch that extends your brand
Merch that promotes fandom
Merch that brings your characters into readers’ lives
Merch for customers to engage your content further
Why It’s a Winner
What makes Carmen Amato’s knitting kits such a merch winner?
It hits at least five of the eight ways I regularly see merch positively resonating with authors’ brands and books.
Vibe matching. The knitting kits don’t necessarily match the author’s vibe but they for sure match the books’ vibe: A delicate cowl scarf. A cloche hat. These knitting, crochet, and weaving designs evoke the 1920s New York setting of the Galliano Club series, using patterns and custom-dyed yarn colors inspired by the books.
Brand extension. The selection of these enduring fiber arts of yesteryear resonate with the books’ era and complement the author’s brand. Given Amato’s CIA background, you could say the kits are a particular version of spycraft.
Hobby and life meshing. I don’t know if Carmen Amato is a knitter, but she happens to knows people who 1) create custom knitting patterns, 2) run a fiber arts store, and 3) make custom-dyed yarn, so I’m going to say this merch idea meshes with her non-author life.
Art sharing. Create your own wardrobe art that could be plucked from the pages of a prohibition-era novel set in upstate New York. Knitting kits share art.
Content engagement. Amato’s kntting kits come with opportunities to participate in online and in-person meetups, fostering a community around the books and the craft projects.
Bonus. Finally, I’d be remiss if I didn’t point out that this merch example is also a four-way partnership, making it an incredible example of another type of author income (#13, partnership and sponsorship income).
Do you have an outstanding merch example you’d like to share or that deserves its own profile here? Drop a line below.
Sharon, thanks for making the knitting kits into a marketing case study. I don't knitting or crochet but it pays to have crafty friends! All credit goes to them.