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TAY'S ON TARGET

As we await the rollout of Taylor Swift’s reputation (Big Machine/BMLG), several of the many moving pieces remain uncertain. But one thing is clear: physical retail will be a major component of this campaign, and Target is going big.

We’ve already reported on the deluxe CD and the two 72-page branded magazines stuffed with fan bait; we also expect some seriously in-your-face Tay Tay installations at stores nationwide.

A key concern for Team T—and one you don’t hear so much about these days—is stock. Word is that the label has invested heavily in ensuring there’s sufficient product on hand, but because it’s still not clear just how great demand will be, that is an inexact science. Nobody wants to be the one called upon to explain why the shelves that fans picked clean in Minneapolis, Mobile or Muncie haven’t been restocked yet. It’s also possible that Taylor and her generals could make a call on Reputation’s streaming strategy after taking the market's temperature just before—or even after—launch. Like everybody else, we’re just waiting around to see what they have in store.

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