In the summer of 1987, the Netherlands was completely captivated by Madonna, who was about to arrive in Rotterdam with her Who’s That Girl Tour.
Shopkeepers spoke of an all-dominating craze: posters, records, videotapes, bags, and T-shirts featuring Madonna’s image were selling in huge numbers. Department store Vroom & Dreesmann (V&D), among others, sold large amounts of Madonna merchandise and even dedicated entire shop windows to her, which drew large crowds.
The demand for Madonna products was so overwhelming that stores struggled to keep up with stock. For many young people, owning something related to Madonna was a must; she was seen not only as a pop star but also as a fashion icon. The article highlights how the hysteria surrounding her image and tour created unprecedented commercial success in Dutch retail.
In short: just before Madonna’s tour reached the Netherlands, the Madonna craze in Rotterdam and beyond hit its peak, with V&D prominently selling the official merchandise and showcasing her in their shop displays.
This article has been added to the Who’s That Girl Tour
Het Vrije Volk August 15, 1987 (Netherlands)
Het Vrije Volk August 15, 1987 (Netherlands)
