Brands Shouldn't Only Be DTC
Digital real estate, real world retail, and target audiences
“The only place people should get my products is my website!”
It’s an often-repeated mantra that brands should only be direct-to-consumer(DTC).
It’s understandable— brands want control over their customer experience.
DTC allows the creation of unique and special customer experiences that tell a story and make customers feel special.
Not because exclusively DTC is better than the retail and digital experience done right.
Brands need a world-class online buying experience.
But they should also be in locations that build their brand, not rip them down.
If you’re building a luxury fashion brand….
You need a presence in Marbella, Saint Tropez, Cannes, Paris, and Milan.
It’s non-negotiable.
A high-end boutique presence in these locations doesn’t hurt you, it helps you.
Being in boutique designer stores next to Louis Vuitton and Hermes gives legitimacy.
Or, be on a media website that covers fashion and sells specialty designer clothes.
Your brand is there for organic discovery to your target audience.
If you own a fancy dining set brand, you should supply high-end restaurants and eateries in these locations and be in the local home boutiques.
“These plates we’re eating high-end Tapas on the beach on are so beautiful.”
Well, it turns out the boutique store next door also sells those same plates.
Or, be available on high-end digital real estate such as NYT Cooking or Bon Appetit.
Where brands get damaged is when they end up in a store like Ross or Walmart...
and then become a meme.