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鈥淓ventually, digital companies tend to turn to traditional media for branding and for reach,鈥� our analyst Ross Benes said on the 鈥淏ehind the Numbers鈥� podcast, pointing to D2C brands and tech giants foraying into out-of-home (OOH) advertising.

鈥淚t all comes back to knowing exactly who your customer is and what your brand is and what you鈥檙e trying to accomplish,鈥� said Kacey Sharrett, vice president of D2C at GoPro, during last month鈥檚 CommerceNext event in New York City. 鈥淲e鈥檙e always going to be fighting for dollars, but it comes down to prioritizing what鈥檚 important.鈥�.

New York City subway ads have gone programmatic, to the benefit of digitally native D2C brands like Hims and Casper. Why it matters: Maybelline took the very traditional format of transportation ads and found an innovative way to turn DOOH advertising into organic viral posts, meaning the activation not only served London Underground riders but also social media consumers. 3.

The news: Kate Spade New York launched a limited-edition plus-size line in collaboration with direct-to-consumer company Eloquii. Products are available in sizes 14 to 28, with prices ranging from $99 to $499. The collection is available exclusively on Eloquii鈥檚 website.

Another part of it is that there are many, many, many more smaller brands that are coming into the market and are starting with direct to consumer.

Some D2C and forward-thinking brands now build their creator strategies around TikTok. But Instagram is still included in most of those deals, either by request of the creator or brand. It鈥檚 time to mix it up. Marketers have good reasons for turning to Instagram first.

EssilorLuxottica will keep Supreme鈥檚 direct-to-consumer model, housing it within its brand portfolio. Why we care: It鈥檚 a strange move for EssilorLuxottica. 鈥淭his deal was surprising, I think to many in the industry. It's frankly, a little puzzling as well, because EssilorLuxottica is so concentrated in eyewear and eye care,鈥� said our analyst Sky Canaves.

鈥淎cross the board, we鈥檙e seeing doll sales up 56%,鈥� Harley Finkelstein, president of Shopify, which powers the D2C operation for Mattel, told Insider. And it鈥檚 not just new Barbie dolls that consumers are looking for: Sales of vintage and collectible Barbies are up too, per USA Today.

More Chart of the Day:. 8/1 - Keeping it dynamic. 7/31 - Streaming showdown. 7/28 - Price is key for D2C. 7/27 - Ad channel choices. 7/26 - CTV鈥檚 $15B boost. Note: Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a smartphone while watching TV is counted as 1 hour for smartphone and 1 hour for TV. Figures are rounded to the nearest minute.

Brand execs from Forever 21, Abercrombie & Fitch, and more talk AI, Gen Z, and D2C. Lean on experimentation for measurement success in ad campaigns. Unified ID 2.0 gains momentum as industry giants embrace privacy-focused advertising. Search experts on how AI, changing consumer behaviors, and an influx of digital channels are redefining search advertising.

Yeah, the second is a DTC brand. Now, if you are a smaller advertiser, a DTC company that has a Shopify store for example, this example might be closer to a pure business model. This is a jewelry brand that is strictly DTC. They're predominantly in the US. And what they have leaned into was post-purchase surveys, which is another third party solution that we offer. It's simple integration.

But amid ongoing business challenges, more D2C brands have been willing to give the massive marketplace a shot鈥攊ncluding traditional, vertically integrated brands like Gap and Victoria鈥檚 Secret, as well as digital natives like sneaker brand Allbirds and swimwear label Cupshe. How should fashion brands and retailers approach third-party sites?

Almost a third (32%) of US adults cite more relevant products as a top reason to purchase from D2C companies, per a May 2023 survey from SurveyMonkey. Nearly a quarter (24%) cite a more personalized shopping experience as a top reason.

B2B buyers are real people, so maintaining a social presence the same way a D2C company might is vital. For WeTransfer, this means working with creators who use the software to bring creative ideas to life, rather than just selling it as a productivity tool. This was originally featured in the eMarketer Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

The play-by-play: Nike has been bouncing between D2C and wholesale retail, struggling to find the right mix. This has given newer brands, like Hoka, an opportunity to muscle in on Nike鈥檚 audience, specifically younger consumers and runners.

In addition, Max, Peacock, and Paramount+ have doubled down on sports rights, while ESPN is pivoting from a cable network to a D2C streaming service. All this is driving a surge in CTV ad spending, especially since live sports content commands loyal viewership and high ad rates. What does this mean for marketers, media companies, and distributors? The TV ship has sailed.

Direct-to-consumer brands should use value as a differentiator. The key stat: 56% of consumers worldwide say that a better price is the top way to encourage them to buy directly from brands, per the report. Free delivery, fast and convenient delivery, free returns, and loyalty programs round out the top five factors that encourage consumers to shop with brands directly.

鈥淒espite Nike鈥檚 recent focus on D2C, the company is rebuilding its relationship with retail partners like Foot Locker and Dick鈥檚 Sporting Goods, which could signal a larger shift back to wholesale,鈥� said Wolff. Ulta Beauty wins at loyalty.

But Snap isn鈥檛 a retail company, and the D2C partnerships with Goodr, Princess Polly, and Gobi Cashmere haven鈥檛 been enough to buoy revenues overall. The AI angle: Snap鈥檚 other recent venture is a chatbot called My AI, which rolled out in April. New ad formats were announced yesterday, which would leverage data from conversations with My AI to deliver sponsored links.

So I think just trying to be a huge success solely through D2C is going to be really, really difficult. Blake Droesch:. Yeah. And I think D2C is a model that has worked for a lot of product categories, but in CPG, it's struggled. Even the bigger CPG conglomerates have struggled to develop direct to consumer channels.

Over a third (34%) of enterprise sellers, defined as larger brands, retailers, or parent companies with $5 million or more in annual revenue, say that Amazon is supplemental to their direct-to-consumer website, mainly used for visibility, per Jungle Scout鈥檚 鈥淭he State of the Amazon Seller 2024鈥� report. However, nearly as many (32%) say that Amazon is their main retail channel where most sales occur.

Footwear brands鈥攍ike Aldo and Sorel鈥攈ave also turned D2C sales into a high-performance channel. For brands in certain categories, ecommerce is essential. Key to mastering the channel is designing features that make online shopping easy, like free and easy returns, frictionless payment, and rewards for shopping online. How Canada compares.

But they're divesting themselves of that business, and then they also shut down their business in Russia following that country's invasion of Ukraine, which is their biggest, I mean I'm taking this very global, but it was their biggest D2C market, which that was interesting.

D2C fitness fashion label Gymshark built a composable tech stack using Shopify as its foundation and various vendors to provide services鈥擜lgolia for search, Contentful for its content management system (CMS), React for its front end, and AWS to stitch the components together.