take Los Angeles by storm with its splashy Melrose Avenue flagship, establishing itself as both a weed and an apparel brand, with equal emphasis on both.
As they build their followings on a platform that's crucial for the growth of any type of brand, cannabis companies are in constant danger of their profiles being taken down for some perceived violation. Selling more neutral products, like apparel and accessories, allows them to circumvent some of that regulation.Often, you'll see these companies establish separate Instagram accounts: one to promote weed products, another to promote items that are federally legal.
Pure Beauty has found fans all over the world this way, according to Kyoko Fukuda, curator of Pure Beauty Drugstore: "We have people ordering our merch from all over the world from Tokyo to London, Paris, Berlin, Australia." In the early days of legalization, von Pfetten argues, "what was selling was the stuff that could get people the highest for the cheapest. The underlying assumption — from the venture capital that was flowing into the space — [was that] the goal was just revenue, like 'move the weed, move the weed, move the weed,' and people are gonna buy it. That was true up to a point."
The Covid-19 pandemic has strengthened brand-consumer relationships in cannabis, in part because people were having their cannabis delivered or ordering it online and picking it up, von Pfetten adds. For a brand to get to that point, there has to be strong branding and world-building, and that's where merch comes in.
Miss Grass's Miller echoes this idea: "Our brand is more around the lifestyle of the consumer who's also a cannabis consumer. Our merch is another avenue to complement the overall lifestyle of our community." When Munro and his partner Mimi Lam started Superette, they set out to "touch more verticals" than just cannabis.
Your company FUCKING SUCKS. Refund my money or GIVE ME MY PACKAGE ITS NOW BEEN 7 days and I can’t get a response .
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