Lexi - A Case Study

 Lexi is a 22-year-old gamer and cosplay creator with a growing following across Twitch and YouTube.

What started as a hobby after work has turned into a small but passionate community of 6,000+ fans who love her energy, humour, and creative cosplays.

She’s not making enough to quit her full-time job just yet, but she’s starting to pick up ad revenue — and more than once, her viewers have said, “I’d totally buy that on a hoodie.” 

 One night on stream, Lexi jokes, “If I could sell my catchphrases on a hoodie, I would.”

Her chat erupts with messages telling her to actually do it. The idea sticks. A few days later, she sees a friend using My Merch Club — a no-hassle way for creators to launch merch without stock or setup headaches. That’s all the push she needs. 

 Lexi signs up for My Merch Club and connects her Twitch and YouTube channels.

She uploads her uWu cat-ear logo, adds a few favourite photos, and lists her signature catchphrases from both her gaming stream and her cosplay experience.

 Lexi chooses a starter pack of items — hoodie, tee, phone case, sticker sheet, laptop bag and mousepad. My Merch Club offers a range of starter stores for all different kinds of content creators, helping Lexi quickly build up then customise a range that matches her content and audience.

AI mockups show each design in real-world settings, complete with stream lighting and her logo placement. The AI design assistant instantly suggests layouts, fonts, and colour palettes that match her brand — turning her pink-and-blue gamer aesthetic into real product designs in minutes. She tweaks the hoodie text, names her collection “Lexi’s Stream Squad,” decides which shop platforms she wants to integrate with, and hits publish.

Within minutes, she has a live merch store — no design software, no print setup, no fuss.  

Next stream, she teases her new collection:

“Okay chat… remember when I said I’d sell my catchphrases on a hoodie? I actually did.”
She drops her new !merch command, and her overlay flashes the hoodie image. Chat goes wild. Four sales roll in before the stream even ends — her first-ever merch drop is officially live.

 With ready-made mockups and promo graphics from My Merch Club, Lexi posts her new gear across TikTok and Instagram. She adds the merch link to her YouTube descriptions and Twitch panels, then launches a Founding Cat Crew discount for her earliest supporters.

Every post looks on-brand, thanks to AI templates designed to match her colours, tone, and aesthetic.

Because My Merch Club integrates directly with your content feed, it will also automatically suggest ways to increase your reach and ensure merch is linked to every post for your followers to consume.

 When Comic Con rolls around, Lexi creates a Con Capsule — a pastel hoodie, tote bag, and sticker sheet — and orders a few for herself at creator pricing.

At the event, fans recognise her logo instantly. She takes photos in her own merch, shares them online, and sees a wave of new visitors hit her store.

Her brand now bridges both her digital and real-world presence. 

By the end of the month, Lexi’s dashboard shows her first payout — 79 items sold across her channels.

It’s not quit-your-job money yet, but it’s proof that she can turn her audience into a real business.

She starts planning her next seasonal drop, explores collabs with other creators, and finally says it out loud on stream:

“If I can sell my catchphrases on a hoodie… with your support maybe I can do this full-time one day.”