Why d-to-c is not one-size-fits-all at Shoptalk
Posted in: Uncategorized
Many brands that started as pure direct-to-consumer, online offerings are now evolving into other channels of distribution. For sneaker brand Greats, this includes through department store Nordstrom and in its own brick-and-mortar stores. For Mizzen & Main, the menswear company focused on performance fabrics, this includes Amazon and its own stores as well as Nordstrom. No d-to-c retailer has a one-size-fits all approach.
When Ryan Babenzien founded Greats, a high-end sneaker brand, in Brooklyn six years ago, he went all digital. Babenzien used Instagram to market the shoes, and Greats own website to sell them directly to consumers in a native e-commerce model popular with startups eager to eliminate the middleman from the supply chain and offer lower prices. Yet as the brand has found its footing, that’s changed, Babenzien says.
“Modern brands today are digitally nativemeaning they’re mostly digital but they have a footprint in both retail and maybe even in some wholesale,” he says.
Post a Comment