# DTC Community Entrepreneurs omit the middle man to sell directly to consumers via peer recognition. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jun 16, 2017 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/dtc-community ## Key Figures - Trend score: 3.1/10 - Evidence articles: 3 ## What is the DTC Community trend? **DTC Community:** Anyone with a great idea and a high-quality product can become a successful entrepreneur with use of online tools such as Kickstarter. However, what many direct to consumer companies have begun doing is utilizing social tools to not only advertise products, but create a community based in having "insider knowledge" to boost word of mouth marketing and allegiance to the burgeoning brand. This is executed via micro-influencer marketing, referral systems, or campaigns that strategically highlight the community aspect of using the product in question. This not only creates positive brand recognition, but highlights the exclusivity of DTC retail. ## At a Glance - Evidence: 3 featured examples - Articles from: Nov 10, 2016 to Jun 16, 2017 - Published: Jun 16, 2017 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the DTC Community trend ### Micro-Influencer Marketing Direct-to-consumer (DTC) companies utilize micro-influencers to create communities and increase word-of-mouth marketing. ### Influencer-Created Beauty Products The high demand for influencer-created beauty products indicates significant opportunities in influencer collaborations. ### Direct-to-Consumer Approach Direct-to-consumer companies like Away offer well-made and affordable luxury products to consumers by limiting their distribution channels to digital platforms. ## What the DTC Community trend means for industry ### For Beauty & Cosmetics Beauty and cosmetics industry professionals can focus on influencer-created products to maintain customer engagement. ### For Retail & E-commerce Retail and e-commerce industry professionals can focus on direct-to-consumer business models to offer high quality products for affordable prices. ### For Travel & Leisure Travel and leisure industry professionals have significant opportunities in direct-to-consumer luggage sales, which offers well-made luxury products without the high price tag. ## Workshop question How can you emphasize exclusivity to create excitement around your brand? ## Trend signals for DTC Community Trend score 3.1 out of 10, from popularity 50%, activity 36%, freshness 8%. - Popularity: 50% - Activity: 36% - Freshness: 8% ## Examples of the DTC Community trend 3 featured examples from Nov 10, 2016 to Jun 16, 2017. - [Accessible Luxury Luggage](https://www.trendhunter.com/trends/away): Away Sells Affordable Versions of Luxe Travel Gear Exclusively Online (Category: Business) Implication: By adopting a direct-to-consumer approach and offering affordable luxury products, luxury retail brands can attract a wider audience and compete with traditional luxury retailers. - [Coffee-Based Skincare Kits](https://www.trendhunter.com/trends/babe-island-kit): Frank Body's Babe Island Kit Helps to Protect Against Winter Weather (Category: Fashion) Implication: Skincare companies can develop coffee-based products for exfoliation and hydration to cater for those in need of protection against the harsh winter weather. - [Latina Blogger Cosmetics](https://www.trendhunter.com/trends/blogger-cosmetics): Mexican Beauty Blogger 'iluvsarahii' Launched a Makeup Set with ColorPop (Category: Marketing) Implication: The cosmetics industry can further innovate by partnering with more influencers and introducing more bold and colorful products to their lineup. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)