We’re highlighting three brands that are doing well by making the most of D2C strategies and concepts.
By embracing simple ideas like being real and connecting with people, cosmetics brand Glossier has grown significantly in a short time. Glossier gets an immediate, personal connection with their consumers through existing social media platforms, and builds on that by using channels like Slack that help strengthen community input. This consumer participation from design to launch has helped them create innovative products quickly, and, when they become available after months of buzz among their followers, they’re a hit. It all starts with the voice. How to be really good at beauty copywriting, with Glossier’s Annie Kreighbaum.
“It’s important for us to only use words you’d actually say in an in-person conversation.” - Annie Kreighbaum
Glossier’s true strength is in their ability to harness their voice and weave it into all of their messaging. Glossier’s “About” page starts off: “You have now entered a people-powered beauty ecosystem.”
As a result, they have become the new darling of D2C. A great overview can be found here: How to build a brand in 2017: Tips from Glossier CEO Emily Weiss.
Oh, and then there’s this: The beauty company Glossier just closed on a whopping $52 million in fresh funding.
When a company announces they’ve doubled their long-term earnings projections, it leaves little doubt that things are going well. In the past few years, adidas has seen tremendous growth, particularly in their digital strategy and D2C efforts.
One interesting example of adidas’ investment in D2C is how they are revolutionizing their existing supply chain process. Keeping up with their consumers’ changing perspective of speed is the key to their future. A German company built a “Speedfactory” to produce sneakers in the most efficient way.
Levi’s recently announced changes to their digital strategy, and the results of increased growth are clear. Their recent press release offers some insights into how it’s all going. Levi’s Press Release, Feb 7, 2018
“Direct-to-consumer revenues grew 20 percent for the fourth quarter and 15 percent for the full year on performance and expansion of the retail network, as well as e-commerce growth.” - Levi’s press release
This success stems from applying a holistic approach to change within the company. How Digital Is Reinventing Levi Strauss & Co.’s IT Business Model.
“Digital is changing the clock speed of the company. We need to operate at the pace of the consumer, in real time, all the time.” - Cognizant.com
Helpful and Related Links
It’s no longer a question of “if” you are thinking in D2C terms, but rather “how” you can innovate existing D2C operations, and how quickly. Are your D2C operations innovating fast enough to stay competitive?
Worst-case scenario: a company does not have a D2C strategy. Deep Dive: Is Going Direct-to-Consumer the Way Forward for Retail?
“Scaling DTC channels is a capital-intensive task, and opting to go DTC alone means that brands forgo the scalability offered by the wholesale channel.” - Coresight Research
More insights on what a successful D2C strategy looks like. (Hint, hint… innovation and branding.) The Two Characteristics All Disruptive Direct-To-Consumer Brands Share.
“More than ever before, people are conscious of the design, impact and higher purpose of the brands they champion.” - Forbes.com
Lastly, the golden rule: always be focusing on your content. It’s a natural and low-cost way to improve your D2C strategy. Three reasons why agility works for content creators, not just for techies.