Inside Charli XCX's D2F Strategy for 'BRAT'

Inside Charli XCX's D2F Strategy for 'BRAT'

Unless you’ve been living under a rock, you know Charli XCX is absolutely crushing her BRAT album rollout.

Her meme game is on point. She's also doing cool IRL activations with surprise shows and listening parties.

But the jewel is how it all feeds into direct fan access and sales. Her Shopify shop is stacked with vinyl, merch and collectibles for every fan. Owning this direct channel is critical for scooping data and moving units during peak hype!


Shop Standouts:

1. Good price points - That $10 USB drive is a steal, making sure everyone can get in on the action.

charli xcx brats strategy roll out shopify

 2. Lots of formats - Standard black, colored, signed editions... she's got it all. These keep collectors coming back for more.

charli xcx brat vinyl and cd formats shopify

3. Personal touches - She included page from her actual diary in a vinyl edition. Genius way to make fans feel closer to her and her process - without the added work of creating anything new.

charli xcx brat diary edition strategy

4. Fan extras - Charli teased a fan-favorite track on socials, then dropped it 3 days later in a deluxe edition. The cheeky song title + blurred-out DIY album art kept her aesthetic 1000% on brand and shot the momentum into overdrive.

charli it's the same but there's three more songs so it's not


The Core Takeaway Here?

During album releases, we often just default to standard promo like socials and touring - which are definitely important! But by making her shop feel as dialed-in as everything else, Charli managed to:

  • Pull fans away from social feeds into her store
  • Grow her email list
  • Sell through almost her entire line (just one item left 👀)


How You Can Steal These Ideas

So don't silo your store for your next launch! Here’s how you can take a page from Charli’s playbook:

  • Cater to All Budgets: Offer a range of price points to make sure there’s something for every fan.
  • Use Social Media: Tease exclusive content to drive fans to your store. It's how you balance your reach on 3rd party apps with your own platform.
  • Listen to Your Fans: Pay attention to what your fans are asking for and deliver it.
  • Repurpose Content: Use what you already have to create special, exclusive items.


Feeling Inspired?