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The Business of Fashion

Direct-to-Consumer / Customer Acquisition

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Direct-to-Consumer

Can Quince Be More Than a Dupe Brand?

New partnerships with A$AP Rocky and celebrity stylist Erin Walsh signal the retailer’s ambitions to be known for more than selling less expensive versions of other brands’ products.

Direct-to-Consumer

Everlane Launches Its First Celebrity-Fronted Campaign

Icelandic singer Laufey stars in ‘Everland,’ a series of ads for the brand’s fall collection and the latest effort in its endeavour to develop a more recognisable brand identity.

Direct-to-Consumer

How Brands Are Taking On Quince

The dupe retailer has become a $4.5 billion powerhouse by promising lower prices and comparable quality to labels that fall between fast fashion and luxury. Competitors fighting back by stepping up their brand building chops are already seeing results.

Direct-to-Consumer

The New DTC Rebranding Playbook

Direct-to-consumer pioneers are refashioning themselves with new logos, slogans and revamped product lines to broaden their reach and build a legacy, without fully abandoning their original propositions.

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Direct-to-Consumer

Tecovas Brings Its Cowboy Chic to New York

The western wear brand, known for its swanky cowboy boots, is opening a 4,500-square-foot outpost in SoHo amid a broader retail expansion as it seeks to reach $1 billion in sales by 2030.

Direct-to-Consumer

How Brands Keep Customers Loyal in a Polarised World

With many labels investing in the concept of 'community', and consumers becoming more sceptical of the brands they buy from, companies are pushing local events and initiatives that reinforce their values to maintain a grip on die-hard fans.

Direct-to-Consumer

How Brands Can Make It Easier for Consumers to Shop Everywhere

Linking online and offline selling channels increases the odds of turning fickle shoppers into a loyal following.

Direct-to-Consumer

What Comes After a Brand Hits $100 Million in Sales?

Labels that crossed the nine figure sales mark despite tougher market conditions are blending new and old school brand-building tactics to create long-lasting legacies as they move beyond that number.

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Direct-to-Consumer

The Best of BoF 2024: Rewriting the Direct-to-Consumer Playbook

In 2024, survivors of the e-commerce reckoning used consumer data to make wiser investments and focused on building profitable, desirable brands that offer more than low prices and convenience.

Direct-to-Consumer

Why Some Fashion Brands Are Embracing DIY E-Commerce

With rising competition to acquire and retain customers online, digitally native start-ups are determining how to strike a balance between developing their own e-commerce features in-house and partnering with external software providers.

Direct-to-Consumer

What Luxury ‘Dupe’ Brands Get Right About Shoppers

Start-ups like Quince and Italic that sell affordable basics made in the same factories as high-end brands are generating massive growth in appealing directly to middle-class shoppers who don’t want to resort to Shein hauls.

Direct-to-Consumer

What It Takes to Win at DTC in 2024

The DTC bust of the past two years has casted a cloud on the sector, but emerging fashion brands with a better handle on supply, demand and customer retention are seeing profitable growth.

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