Cal State marketing professor is using Taylor Swift’s current tour to teach his students about product lifestyle theory.
It’s the hottest ticket of the summer – Taylor Swift’s sixth headlining concert tour, entitled “The Eras Tour.” The 52-date, 20-U.S. city event is Swift’s second all-stadium tour and her first tour since 2018 due to the COVID-19 pandemic.
Steven Chen, marketing professor at Cal State Fullerton, has been watching this latest move by Swift unfold by looking at it through a different paradigm. Chen describes the product lifecycle theory as a theoretical framework used by marketing scholars to prescribe how a company can successfully manage a product or a brand over time.
Chen says that based on history, it is an unusual move for a musical artist to focus on nostalgia while at their peak, as “greatest hits” tours are generally done by artists who are at the stage of their careers where they are leaning on their past.
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