Taylor Swift

Taylor Swift is a global phenomenon, undoubtedly due to her talent, but also to the close connection she has forged with her fans, the Swifties. Several factors help us understand this connection with her audience: from her honesty and the way she expresses her feelings and emotions; to making her style a personal brand; her perfectionism and desire for reinvention, to her vision of spectacle and the use of cutting-edge technology in her concerts.