chasing warby - technology for marketing 2019 · over 400 startups are trying to become the next...
TRANSCRIPT
Chasing Warby
Jennie Baik
Over 400 startups are trying to
become the next Warby Parker.
Inside the wild race to overthrow every
consumer category
..And what could possibly go wrong?
–Tom Foster, Inc Magazine Editor at Large
DIRECT-TO-CONSUMER BRANDS ANNUAL
GLOBAL FINANCING HISTORY2012-2016 YTD (11/4/16)
5
7
E-COMMERCE TODAY
OF E-COMMERCE
TRANSACTIONS TAKE
PLACE ON MULTI-BRAND
SITES
OF E-COMMERCE
TRANSACTIONS TAKE
PLACE ON THEIR
MONOBRAND SITE
BRANDS ARE LOSING
THE DIGITAL GAME
Facebook and Google are
simply the new middlemen.
11
Brand
Quality
C U R A T I O N
Community
Physical Presence
Brand Story
14
Quality
16
Mass Curation
19
20
Community Creation
X
THE RISE OF THE INSTAGRAM BRAND
Physical Presence
25
IAB 250 DTC RETAIL
27
5
TH
E B
RA
ND
S
DTC BRANDS
Social
Media
Abandoned
Cart
Marketing
SEO &
SEM
CUSTOMERS
BRANDS
DTC BRANDS
CAN PULL
THESE LEVERS
WELL
MARKETPLACE
Social
Media
Abandoned
Cart
SEO &
SEM
RetargetingAffiliate
Marketing
Marketing
MARKETPLACE
S DELIVER
CROSS
CHANNEL
EFFICIENCIES
THAT DIRECT
CANNOT
CUSTOMERS
BRANDS
Social
Media
Abandoned
Cart
SEO &
SEM
Loyalty
Program
Concierge
Personalization
NEXT GEN
COMMERCE
BUILDS UPON
A DTC BANK
OF DATA AND
PREFERENCE
S
RetargetingAffiliate
Marketing
Marketing
CUSTOMERS
BRANDS
33
PUTTING DTC VALUES FIRST
35
PLATFORMS ARE A DIRECT CHANNEL. RETAILERS ARE
NOT.
EMAIL ACQUISITION/SWEEPS FEEDBACK FROM CONSUMERS TO BRAND
Cross Brands Data: Smith and Cult
Cross Brands Data: R+Co
ORIBE
CHANTECAILLE
BOBBI BORN
SISLEY PARIS
VARLEY
JENNY PATINKIN
OTHERS
PARKER
GOOD HYOUMAN
OUAI HAIRCARE
ORIBE
RACHEL ZOE
OPENING CEREMONY
RIMOWA
REBECCA MINKOFF
OTHERS
DTC = HAVING DATA TO MAKE A DIFFERENCE
OH, HI.
A PLATFORM
WANTS TO
MEET YOU.
WOW.
THAT WAS A LOT OF WORK.
….AND THEN
THIS
HAPPENED.
43
45
K, BYE.