Cannabis brands are following luxury fashion’s playbook to get a “more sophisticated brand image.” Weed has been getting a glam makeover to for a new generation, and now fashion marketing firms like BPCM are creating divisions dedicated entirely to cannabis as it becomes a luxury product. They focus on engaging and educating Gen Z consumers on how it “converges with travel, beauty, and fashion,” and elevating cannabis brands to lifestyle brand status. Apparel, magazines, and partnerships with “high-profile figures in music, fashion, and art” are all a part of the plan to rebrand the industry. (Vogue Business)
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