International Journal of Interdisciplinary Research
Table 1 DTC Brand characteristics and examples
From: Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands
Characteristics | Descriptions | Examples |
|---|---|---|
Co-creation | Process of building experiences and resolving problems with joint efforts by customers and brands | Everlane: Reflecting customers’ feedback to change materials and redesign details of items Glossier: Building the brand based on conversations the founder had with influential female figures on beauty products |
Cost-effectiveness | Unique business model to offer high quality products at reasonable prices without the presence of middlemen | Warby Parker: Selling eyeglasses between $95 and $145 which is lower than the average price of branded eyeglasses ($263) Gymshark: Selling products between $25 and $60 which is lower than high-end alternative fitness clothing competitor brands |
Website attractiveness | A website’s sole store front role to communicate brand identity and retain customers through thoughtfully designed website interfaces, such as icons, colors, graphics, music, and page lengths | Everlane: Website as only store front, which is perceived clean and aesthetic to consumers; highlights the brand’s sustainability efforts M. Gemi: Website entrance with a short clip that shows the brand’s association with Italian craftmanship |
Sustainability | Eco-friendly and social activities embedded into a core of brand concept; providing transparent information about supply chain and pricing policies | Reformation: Accentuating the brand’s sustainability efforts through proactively sharing environmental impact of products and reporting on sustainability initiatives Allbirds: Brand identity rooted in sustainability, such as measuring the environmental impact of their products, using natural and recycled materials, and funding external sustainability projects |
Brand uniqueness | Unique products and brand stories to differentiate from traditional brands; emphasis placed on the brand origin; product function/design specialization in niche categories | Bonobos: Offering uniquely designed product (e.g., pants that conform to the natural shape of the waist for comfort) Away: Minimalistic product designs with unique features like phone charging batteries |
Social media engagement | Social media often the primary channel for marketing; hyperactive brand-customer interaction through social media; customer’s behavioral manifestations in social media beyond purchase as an online community | Glossier: 1) Brand’s Instagram and YouTube offers information of the brand and products 2) Consumers’ sharing experience of products in the online community Gymshark: 1) Turned fitness influencers into brand ambassadors 2) User generated contents, such as work-out videos, were shared on its YouTube channel to motivate other users. |
Innovativeness | Innovative business model, products, and brand storytelling in which consumers perceive brands as being able to provide new and useful solutions to their needs; incorporation of cutting-edge technology (e.g., augmented reality, virtual try-on) | Warby Parker: Named on the list of innovative companies, highlighting technology of virtual try-ons |