Green IslandStarbucks’ Merchandise Strategy Through the Bearista Craze
A Conversation Sparked by a Single Cup
The article looks back on how the Bearista glassware quickly sold out during the previous year’s holiday season and drew attention on social media, suggesting that customers use merchandise to express their personal interests and aesthetics.
Extending the Store Experience into Everyday Life
The company wants product design to connect with the emotional bond customers have with its cafés, allowing merchandise to become items they use and collect in everyday life. This article is a review of brand and merchandise strategy and does not treat one sellout as a guarantee of sales for every new product.
