The concept of direct-to-consumer (DTC) retail is not new yet its approach seems made for times like these. High rents in prime commercial areas, the advance of private equity on the consumer goods business, wide adoption of mobile and social commerce, developed logistic capability, and the rise of social influencers, are just a few elements that suggest that DTC hints to what the future of retail will look like.
DTC pioneers that have gone to beat market leaders at their own game have given the approach a legitimacy that has made marketers and retailers across categories sit up and take notice. It’s not easy for upstarts to win market share from household names that have spent decades building their brands, and the lessons offered from the experience of these agile and innovative companies deliver rich insight for any business. DTC is not just about how people shop, but how products are being developed and how revenue is generated. It is also about how the power of data, artificial intelligence, and machine learning can drive discovery, sales, and loyalty. This was true before the global health pandemic and rings even clearer today.
In this white paper, we review the relationship between the use of marketing innovation, technology and success of DTC brands, and explore the similarities and differences in the role of marketing in driving the growth of these brands. We hope that the insights gathered will not only be of use to marketers looking to shape DTC brands, but valuable to traditional brands looking to enhance their e-commerce strategies and strengthen their engagement online.
CONTENTS
- What Gives DTC Its Edge?
- Building DTC Brands: Strategies
- Leadership at DTC Brands
- Buying vs. Building DTC Brands
- Case Studies: Nike, Casper, Glossier, Warby Parker
