Keeping a Relevant Brand in the DTC Space
Especially with market share shrinking, here are my tips! This is a novel sorry in advanced
It feels like every single day a new brand is emerging that is either trying to do what you do or something similar. So, I am breaking down my tips for keeping your brand relevant in the direct to consumer world.
I feel like I talk about this one a lot but understand your audience. And, not just understand your audience but understand their growth over the years. Continuously and I mean as often as possible gather and analyze customer feedback. There are so many ways to get customer feedback e.g. email surveys, social media polls, return reasons on the website etc. If you don’t take any customer feedback into account then who are you creating product for?
I also feel like I talk about this next point a lot but New Products: Regularly introduce new and improved products to meet changing customer demands, which by the customers demands are ALWAYS and I mean always changing. Think of yourself as a consumer, I know I once loved skinny jeans but now I love straight leg, so just like your own demands are changing, your customer demands are also probably changing. In addition to that Customization: Offer customizable products to cater to individual preferences. This is something we are going to be rolling out in 2025 so I am excited to see how it performs!
This one is an obvious and it’s something I recently wrote about on another substack but you must and I mean you MUST have a strong brand identity if you want to keep up with the competition in the market share. If you do not have a strong brand identity you will get lost. You must be an excellent story teller. For example, we have new basics coming. Why do we have new basics coming? Because, capsule wardrobes are important especially in an ever changing economy. In this economic landscape, consumers just want the basics, no pun intended. They want to simplify the way they get dressed. So instead of trendy silhouettes and styles I wanted to simplify our basics program. Come out with neck lines and silhouettes that compliment everyone, the can be worn dressed up or dressed down. That is story telling. From there you need to visually make that come to life and then from there you need to make sure your maintaining consistency across all your marketing channels.
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