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For The Love #4: Moving on From Millennial Pink
As newer startups threaten to copy their typography or color palettes, DTC brands are finding that they have to have a deeper pipeline of creative assets in order to keep their startup top of mind for customers even when they are not in the market to purchase anything from them.
Anna Hensel • The shelf life of creative is getting shorter for DTC brands
So there’s a weird thing going on where there’s abundance, and yet, at the same time, we’ve become really conservative about our own styles, because people fundamentally don’t want to adopt things that feel inauthentic to them, or will be judged inauthentic.
And because culture is so ephemeral, there’s just more stuff that people are worried that —
... See moreDan Frommer • How the internet changed culture — and what it means
What was innovative in 2010 is now table stakes. E-commerce paired with Instagram ads and a modern logo is no longer a novel experience. “DTC was an insight 10 years ago,” said Ben Lerer.
Shaye Roseman • Reinventing the Direct-to-Consumer Business Model
Now, in today’s state of overabundance, this power dynamic has shifted. Consumers are only getting smarter, and we want something better — better sources, better designs, and better durability (both in value and sustainability). Today, it’s fidelity over convenience. And when curation is at the forefront of every purchasing decision, trust is curre... See more
Gaby Goldberg • Curators All the Way Down
Across categories, there has been a move toward smaller, more decentralized offerings revolving around personalization and hyper-focused inventory.