Direct to consumer retailers have been the success story of the 2010s. Brands such as Harry’s, Caspar, Made.com, and others, have gone from fledgling start-ups to agile VC backed businesses. As they continue to evolve, market expectations are defied, and the traditional retail space is disrupted.
D2C’s have several key characteristics:
- Typically they launch with just one specialised product, often in a cluttered marketplace
- Often founder-led, they have a strong ‘reason-for-being’. This is often underpinned by a unique story of how their founder became frustrated by a gap in the market which they sought to fill. Such a ‘frustration’ is one the target market relates to
- They are experts in the use of online, highly personalised, targeted consumer messaging leveraging a combination of social media, Chabots, and email marketing. This creates a strong brand and a personal connection with the consumer.
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