Fashion Veterans Help Cannabis Become a Luxury Good
The emerging cannabis industry is trying to get into the mainstream with the help of experienced luxury fashion marketers and PR companies.
At first sight, fashion and cannabis industries may seem like they have nothing in common. Yet, their consumer base is fairly similar; both the fashion and the cannabis industry target people of all ages, backgrounds, and interests. Moreover, both industries have to deal with similar challenges when it comes to attracting new customers.
For these reasons, fashion marketers are essential for the cannabis industry. Hemp, CBD, and other cannabis-related products can be successfully marketed, just like fashion.
Experienced fashion marketers are capable of turning something that only a few people actually need into a thing of desire. Fashion marketers and PR companies can educate people about cannabis and introduce them to the industry. They can also show people how cannabis goes well with travel, beauty, and fashion.
This new type of collaboration is also creating new job postings. Just one example is BPCM, a communications company from New York, which recently started a cannabis division and hired the founding editor of InStyle magazine and branding consultant, Lisa Gabor, to run the branch. BPCM Cannabis branch will not only run a marketing campaign but it will also raise awareness about cannabis products and companies.
Since the total value of the legal cannabis industry is projected to rise to $29.7 billion by 2025 in the US alone, it will need all the help it can get to market their products, as well as break the stigma surrounding cannabis use and enlighten their prospective customers.