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.

In this article we share research with leading global CMOs to uncover common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales. The growth of e-commerce has forced global brands that traditionally only sold through retailer-owned stores to fundamentally revise their marketing strategies.

Over the past several years, e-commerce has proven to be the fastest growing sector in a massive shift toward integrating technology into both business and marketing strategies. According to a report by eMarketer, retail e-commerce sales worldwide rose to $2.290 trillion in 2017, accounting for one-tenth of the total retail sales worldwide. It’s only set to grow from there, as new start-ups continue to enter the market and well-established brick and mortar brands aggressively take over large pieces of the e-commerce market.