Social media and the normalization of digitally vertical native brands (DNVB) have enabled artists and influencers to create online retail brands as a primary source of revenue. In this report, we will break down best practices – including some insights from our editor’s work with a certain Youtube creator. But first, let’s dig into one of the best thematic merchandising examples of the last year. On April 14, Beyoncé Knowles-Carter took the stage at Coachella 2018, and an innovative online retail tidal wave followed.
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