The Digital Native Vertical Brands Challenge to Amazon and the Main Platforms

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Let's clarify the concept immediately for those who don't yet know the meaning: DNVB stands for Digitally Native Vertical Brands . It is not the only name that is used to distinguish this type of commercial proposal , also known as “ D2C ” (Direct to Consumer) or “ V-commerce ”, but the important thing is the essence of the phenomenon. This is a new generation of start-ups that have had the courage to challenge the consolidated market segments in relation to online commerce , creating new trends and - in fact - new opportunities for consumers , compared to what the market giants offer. Download our guide on optimizing a digital marketing campaign and discover the results obtained by our method! The development of the D2C and DNVB trend digital brand DNVB - D2C are born and established within a context characterized, at a global level, by some key characteristics . ECommerce, as a whole, is marking a continuous rise with a growth of approximately 20% per year since 2015 . At the same time, Amazon has the ability to accelerate this growth as well , increasing more than the market itself (about 23% in 2016 and even more than 69% in 2017). From a practical point of view, this translates into a threat to all other e-commerce platforms, both in terms of services and in terms of marketing. Read also: "eCommerce Software: 9 of the best of 2020" Consumers are also changing in their choices digital brand However, it is not the big players in the market that are changing, but also consumers .

Over the years, there has been a notable growth in people who are india email data increasingly attentive to aspects such as sustainability, authenticity, transparency and ethics . In essence, consumers are looking for brands that they can identify with and products that help them convey a new image of values ​​to the world. Within this context, therefore, there are brands that are small in terms of overall turnover, but with very strong identities that not only manage to conquer new consumers, but that grow despite the cumbersome presence of Amazon and other international giants. The Characteristics of Digital Native Vertical Brands digital brand If we had to draw up an identikit of these new forms of commercial proposal, be they DNVB or D2C , they are mainly young companies , born and grown on the wave of opportunities offered by the digital era. These are very different realities, it is worth underlining, but among the common traits there is mainly that of a proposal substantially aimed at a niche audience . The structure is highly integrated : the brand has end-to-end control of the entire process, from production to distribution .

Equally strong is the brand identity , an aspect that the DNVBs know how to communicate in a direct and incisive way thanks to a wise use of digital marketing tools. Cases that have set a precedent There are several companies , falling within this category, that have actually become models . This is, for example, the case of Everlane , an American brand that operates in the fashion and accessories sector. The company has focused heavily on ethics and transparency, choosing the slogan “Radical Transparency”. Thanks to the absence of intermediaries, Everlane practices a policy of transparency, detailing the costs behind each garment, from the raw material, to the manufacturing, to the transport, in addition to the applied markup. digital brand There are also entirely Italian DNVBs , such as Lanieri , which also operates in the clothing sector . The company offers its customers the opportunity to choose from the finest Italian fabrics, as well as the possibility of creating their own custom-made garment. digital brand Then there is the logistics aspect . For deliveries, the v-brands, even though they are very young and not very structured companies, offer organized and rapid distribution solutions.