Content and commerce is hot again. But for new package goods company Walker and Co. the answer isn’t to combine them, at least not just yet
Speaking at the Digiday Retail Summit in Half Moon Bay, California, earlier this week, Walker and Co. CEO Tristan Walker said the company basically operates two businesses. One is Bevel Code, a “digital magazine” devoted to lifestyle issues for people of color. The other is the Bevel retail site, GetBevel.com, where people can buy the shaving system. Rather than mix the two together, Walker instead chooses to keep the focuses distinct. In fact, Bevel Code, which carries content like an interview with Nas about his hairstyle and stories of vintage barbershops, doesn’t even push Bevel’s shaving system.
“We think about them as very separate entities,” said Walker. “Since we’re venture backed, we can separate them and allocate resources to making them great. Once we do that we can work on cross-promoting both.”
Watch Walker talk about that, as well as the challenges of building a brand from scratch, in the video below.
How Bevel is Building a New Brand Through Content & Commerce from Digiday on Vimeo.
More in Marketing
Some creators say brands are delaying their holiday deals later than ever this year
After front-loading budgets in the first half of the year, brands strike last-minute deals with creators ahead of the holiday shopping season.
Agency new business crunch now permanent, say execs
Agencies report unreasonable deadlines and time commitments from clients are becoming more common, while new research reveals marketer and agency despair at pitch process.
How one Midwestern department stores sees itself as a ‘hidden gem’ for ‘Instagram brands’
Iowa-based Von Maur considers itself an underdog among department stores. But the retailer says it has unique qualities that are attracting hip brands like Dagne Dover, Ana Luisa and Lulus.