Before we dive into creating a 3D strategy for Direct to Consumer (D2C) brands. Let’s set the foundation for what exactly we’re referring to when we talk about D2C.
Direct to Consumer is a business model that allows businesses to sell directly to customers. These companies do not need traditional marketplaces or stores to market their products. They can reduce costs and maintain complete ownership of their manufactures, commercial operations and distributions. A number of early adopters successfully experimented using the D2C model for eCommerce sales and social media –– effectively cutting out the middleman.
When manufacturers send product lines to wholesalers this takes them through various retail stores before reaching the final consumer. D2C models eliminate all the intermediaries. Instead, companies can offer their products directly to their end customers by importing the products directly. So, why don’t all manufacturers go the D2C route? Well, moving from the traditional model to D2C requires extensive time and investment. In addition, there is a lot to consider about the pains retailers experience when it comes to branding and marketing that manufacturers simply pass on. Most manufacturers have enough on their plate that handling creative direction, photography and marketing is the last thing they want to do. But it’s not impossible.
For instance, Interior Define, Rove Concepts, and Article are great examples of furniture manufacturers harnessing the D2C model, and have created recognizable brands with their content.