The evolution of direct-to-consumer brands
This article is part of a series of articles on the evolution of direct-to-consumer brands. Read more.
It’s no secret that direct-to-consumer (DTC) brands are the darlings of the consumer goods world right now. MBAs enthusiastically puzzle over which category to disrupt with the next Glossier or Warby Parker, while traditional manufacturers eye these shiny new ecommerce brands, envious of their dizzying rates of customer growth. With the traditional rules of DTC marketing being rewritten in the headwinds of internet culture, sustainability, purpose, and a ‘less but better’ zeitgeist, now is a good time for marketers to take a deeper look at what it takes to build a solid DTC brand in 2019.
The fact of the matter is that DTC brand-building is still fundamentally brand-building, which means the standard principles all still apply - core values, coherent architecture, a cultural point of view, social responsibility, a distinctive tone of voice, great design, multivariate messaging. This paper explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity within their unique model.