It is not news that the digital age has remarkably changed the consumer shopping experience. In the past several years, thousands of brands have developed eCommerce platforms to accommodate the desire for convenience by consumers. In addition to the ease of online shopping, there are several factors that have contributed to this shift, but a few stand out in particular:

• The pandemic: With health concerns associated with in-person shopping during the pandemic, many consumers turned towards online shopping for more convenience and peace of mind.

• Increased social media usage: Brands are utilizing popular social media outlets, such as Instagram and TikTok, to market their direct-to-consumer businesses on platforms regularly used by their digitally savvy consumers.

• Celebrity & Influencer endorsed marketing: Collaborations with celebrities and influencers are a great way for brands to reach desired consumers. When given referrals by trust social figures, consumers are more likely to desire and purchase a product. 

Many of the biggest brands in fashion, home, and beauty have capitalized on these trends to build their highly successful and robust eCommerce platforms.

A notable brand with a highly established direct-to-consumer business is Fenty Beauty. Fenty Beauty has successfully integrated customer centric strategies while positioning celebrity and founder, Rihanna, as the face of the brand.

A key to Fenty Beauty’s success is their product personalization strategy with campaigns like ‘Beauty for All’ and their ‘Show, Don’t Tell’ marketing philosophy. The brand’s commitment to creating inclusive product for all people has been widely accepted celebrated by the beauty industry.

Fenty has also collaborated with many beauty influencers who promote their products on their social media channels including YouTube, Instagram, and TikTok.

If your team is growing your direct-to-consumer business, our team has a wide network of eCommerce talent who are actively seeking new opportunities. Connect with our team here, or reach out to us at info@emergingblue.com

Related Articles:

• https://www.bynder.com/en/blog/secrets-to-success-direct-to-consumer-brands/

• https://blimpp.com/7-dtc-beauty-brands-that-have-mastered-customer-acquisiton/?utm_source=rss&utm_medium=rss&utm_campaign=7-dtc-beauty-brands-that-have-mastered-customer-acquisiton

• https://tangent.ai/resources/dtc-beauty-brands/