DTC retail brands strengthen the community element through social good
Implications - One of the benefits of the new DTC retail model -- brands that sell their products direct to the consumer as opposed to using a third-party retail site or space -- is that it highlights a sense of community, as well as authenticity. This is being highlighted through connection to social causes. The connection is a natural progression as entrepreneurial businesses inherently seem more trustworthy to consumers, making DTC involvement in social good seem less like a marketing ploy, and more like genuine activism.
Workshop Question - Is your brand connected to a social cause? If not, why? If yes, what are you doing to communicate authenticity in your cause work?
Trend Themes
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DTC Social Good — Direct-To-Consumer brands are highlighting a sense of community through their involvement in social causes.
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Sustainable Subscriptions — Subscription services are now offering curated selections of natural and eco-friendly products, including household essentials, personal care items and swimwear.
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Pride Fashion Campaigns — Fashion brands are featuring models and creating apparel that celebrates the LGBTQ+ community during pride month, raising funds for civil rights advocacy groups.
Industry Implications
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Retail — Retailers can incorporate social causes into their brand messaging to build consumer trust and loyalty.
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Subscription Services — Subscription services can specialize in eco-friendly and socially conscious products to target consumers who prefer to shop with their conscience.
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Fashion — Fashion brands can produce sustainable apparel and celebrate diversity and body positivity to attract consumers who seek socially and environmentally conscious products.
4 Featured, 27 Examples:
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Date Range:
Feb 17 — Jun 17
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