How DTC Retail Brands Will Fuel Their Next Phase of Growth

HUGH WILLIAMS | February 20, 2019

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In this piece, Emily Bedford, head of customer success, EMEA, Partnerize, tells DTCDaily that we have arrived at the age of the DTC Brand. You know the brands we’re talking about. They’re the direct-to-consumer players that so often sit next to the word ‘disruption’ in our industry discourse names like Allbirds, Glossier, and ThirdLove. In fact, just this past autumn, IAB hosted its first-ever Direct Brand Summit, an event explicitly designed to recognise the recent dramatic shift from the realm of traditional indirect brand relationships to those being forged directly with consumers. But here’s the thing: as swift as the rise of DTC brands has been, so too could be their plateau. These brands, which are notoriously proud of their customer-centric strategies and digital roots, are rapidly saturating the marketing channels that supported their rise to power. After all, if all you’re buying are search and Facebook ads, it’s not long before your business hits a point of diminishing returns. And that’s where many DTC brands may well find themselves today.

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