Dive Brief: Nike is reportedly closing nine of its wholesale accounts: City Blue, VIM, EbLens, Belk, Dillard’s, Fred Meyer, Bob’s Stores, Boscov’s and Zappos, according to an analyst note from Susquehanna Financial Group. The analysts, led by Sam Poser, called the decision “positive for Nike, as it takes control of […]
DTC
Forrester: Brands must integrate DTC, wholesale retail teams as digital commerce grows
Dive Brief: Brands will face growing challenges as they navigate bifurcated strategies of trying to ramp up direct-to-consumer (DTC) sales and selling wholesale to retailers, who are also doubling down on digital, according to a new report Forrester shared with Marketing Dive. With such a dual approach, brands run the […]
Colgate targets millennials with launch of DTC smart toothbrush
Dive Brief: Colgate’s new smart electric toothbrush, Hum by Colgate, includes smart sensors tracking the frequency, duration and coverage of users’ brushing, the company said in an email. Digital-first marketing for the brush will target millennials, focusing on social media — including influencers — and engaging a variety of diverse […]
DTC brand’s new CMO thinks eco-friendly is the next big thing for CPGs
COVID-19 has forced numerous marketers to scale back or scuttle their plans this year, but for Lilian Tomovich, 2020 has brought a unique opportunity: transitioning from leading marketing for a major hospitality brand when vacation plans are on hold for many to being the first-ever chief marketing officer of a […]
BuzzFeed goes DTC with content-driven commerce deal
Dive Brief: BuzzFeed has partnered with e-commerce services platform Bonsai to help the publisher deepen reader engagement and drive revenue through in-article shopping capabilities, Bonsai announced in a release shared with Marketing Dive. The publisher will use Bonsai’s “natively shoppable widgets” and editorial-style content for the first phase of the […]
DTC brands struggled with profitability prior to COVID-19. Now what?
For certain direct-to-consumer brands, the pandemic invited some of their highest sales as consumers were forced to shop online while physical stores shuttered. In May, Chewy’s first quarter net sales grew 46% year over year to $1.6 billion, Casper’s rose 26% to $113 million and Wayfair’s direct retail net revenue […]
Crisis management: How two DTC brands found success in the midst of a pandemic
Knix’s swimwear launch wasn’t supposed to go this way. The brand, which started out selling leakproof underwear, had grand plans for its entry into the category: a photoshoot with influencers in Tulum, Mexico, and the chance for one lucky winner to come with them. The idea was to use Instagram […]
How Clorox built a DTC brand with the resources of a CPG giant
Consumer packaged goods (CPG) giants have been developing direct-to-consumer (DTC) capabilities because of the high-growth potential and the way that first-party data allows for deeper consumer relationships. But major marketers have made this move in different ways: Unilever has completed large acquisitions, like of Dollar Shave Club, while Procter & […]
DTC coffee brand Trade brews virtual meetup in new video ad
Dive Brief: Direct-to-consumer (DTC) subscription coffee service Trade released its first video ad highlighting the joys of getting together virtually for coffee during the coronavirus pandemic, the company shared with Marketing Dive. The spot was directed and edited remotely via video conference. The brand worked with studio Cause & Effect […]
What the coronavirus means for DTC brands
In the past several weeks, over 100 retailers — both legacy and DTC — have temporarily shuttered their doors or reduced hours to help stop the spread of the coronavirus. For digitally native brands, which operate few stores relative to more traditional players, the move to operating exclusively online, in […]