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Retailers’ interest in CBD products is tilting the burgeoning industry’s favor towards traditional players, and away from DTC startups in the space. The digital marketing engines like Facebook, Instagram and Google that help spur the momentum of direct-to-consumer brands still block companies from advertising non-intoxicating cannabidiol products, as they’re derived from cannabis. These platforms have all blocked paid ads promoting CBD products, under their policies against advertising “drug and drug-related products.”
The right formula for a DTC brand's success is often combining the right product with the right PR and marketing. And as more attention has been paid to these upstart brands' channel strategy, the value of PR has come into sharper focus.
Blue Apron’s rise and fall has become a cautionary tale to other billion-dollar-valued consumer startup unicorns: Profitability may not matter to venture capitalists, but a lack of it can sink a business that’s beholden to stockholders scrutinizing quarter-by-quarter performance.
Having made a collective mark on the retail’s makeup, direct-to-consumer brands are pushing to command more market share in their respective categories while dealing with an existential crisis. Direct-to-consumer retail, launched on the basis of selling directly to customers through owned e-commerce and physical retail, is exploring outside of its own channels to drive growth.
There’s not much channel purity among direct-to-consumer brands anymore, unless you look at Glossier.
Target is bringing digitally native Instagram brands to life in its aisles through a series of behind-the-scenes deals.
Grayson, a direct-to-consumer women's button-up brand, is launching on Thursday with a different go-to-market strategy than many other DTC brands.
Allbirds is hosting a SiriusXM radio show focusing on how to build sustainable companies.
Affirm's loan system -- understand what interest you have to pay upfront, no late fees, no compound interest -- has broad implications for retail.
Edible Arrangements is embarking on a digital makeover to grow customer relationships and drive traffic to stores.
Mike Duda, the managing partner at Bullish Inc., isn’t backing down on direct-to-consumer brands.
Retail media is rich with data that the right team of analysts and strategists can help you unpack to better understand how your investment at retail is driving bottom lines. One metric doesn’t fit all; in fact, a combination of KPIs might be necessary to fully grasp sales success.
There are so many DTC cookware brands it's hard to keep them straight. Now, these players are growing and trying to stay alive by expanding product lines and inking retail partnerships. The latest example is Material, which is now partnering with the furniture brand West Elm.
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