How do you start and grow fast?

For several years now, the consumer buying journey has continued to change. Now, many of them are turning to the web to search, compare and buy their products. In 2020, online sales reached 112 billion euros in France, according to a Vivad report. They also won an additional 1.5 million buyers compared to 2019.

In the face of this change in consumption patterns, more and more brands are choosing exclusively this channel of distribution to take their first steps. These companies, called Digital Native Vertical Brands (DNVB), have chosen to enter high-penetration sectors such as apparel, cosmetics or the home, with an unprecedented economic model.

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DNVBs are known for putting customer experience at the heart of their priorities. They adopt a direct-to-consumer (DTC) approach, preferring to link directly with their customers while bypassing middlemen in order to reduce costs, and thus prices.

Although the DNVB model is attracting more and more large companies, its implementation comes with many challenges that need to be faced. Emakina and Adobe publish a white paper that guides you from the concept of DNVB, through its challenges, to a specific case, which is Fulllife.

Download the white paper

Succeed when you are DNVB

Despite the differences that exist between each DNVB, in project or approach, they all adopt common mechanisms. It has allowed them to carve out a place for themselves along with the major players in e-commerce. Among these in common is the direct association with its suppliers. This gives them the ability to quickly update their products when needed, or create new products based on demand or customer feedback.

DNVB also stands out for its powerful presence, despite having few physical ports. This is explained by the efforts to develop a rich customer experience. They rely on customer data to get to know them better and improve their buying journey. This way, they are able to send the right message at the right time, and engage them sustainably.

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And to maintain a strong bond with them, DNVBs regularly feed their social networks. It is essential to engage their cogs to prepare the brand’s storytelling, guide the acquisition strategy and successfully create word-of-mouth impact. Each post is an opportunity to create a strong link with its audience, but also to gather ideas. It is also essential to take advantage of Community Generated Content (UGC), which is seen as highly value-added customer feedback. By downloading this white paper, you will learn more about the best practices to follow to start your own DNVB.

Facing the challenges that arise

For these young people born on the Internet, growth comes with many challenges, including increased acquisition rates. It is necessary to develop a solution to improve them. This requires the use of a large amount of data, collected at every stage of the customer journey. Then the user interface (UI), packaging or email marketing are opportunities to gather relevant information, but also to tell a story. Through this white paper, Emakina and Adobe reveal how the technology aspect is a challenge that goes hand in hand with marketing.

Another major challenge is community development. To maintain a strong brand identity, DNVB must pay special attention to the production and distribution of content. These are the driving forces to increase their audience and sales. To achieve this, it is also necessary to establish an affinity with customers via the Internet. This includes listening to them and considering their opinions on social networks. By picking up this white paper, you’ll discover plenty of helpful tips to set you on the path to growth. This includes strategic adjustments, such as internationalization, the introduction of physical points of sale or the creation of new product lines.

Download the white paper

The DNVB model is particularly evident by the success story case of Fulllife, the number one apparel brand for gamers, which has been identified as “Gameswear Company”. She reveals how she relied on storytelling and manipulation to deliver an unforgettable customer experience.

Finally, DNVBs are gradually establishing themselves in the retail scene and attracting many buyers. Therefore, both new brands and large groups have an interest in customizing their concept and symbols in order to be competitive. Don’t forget to download the Adobe and Emakina white paper containing all the secrets to DNVB’s success.

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