A New Playbook for DTC Brands | скачать в хорошем качестве

A New Playbook for DTC Brands |

Topicals’ Olamide Olowe and Claudia Teng and Parade’s Cami Téllez dissect what sets their start-ups apart from the first generation of online brands. A new generation of online-only, direct-to-consumer founders are defining the future of e-commerce. The secret is community. Unlike their predecessors, new startups like lingerie brand Parade and skincare brand Topicals aren’t dependent on paid social media marketing. Instead, they’re building out organic communities without paying for ads and inviting shoppers to lead content creation, founders Cami Téllez, Claudia Teng and Olamide Olowe told BoF VOICES. “We build stories around the fact that our customers have been left out,” said Olowe, whose Topicals products cater to those with eczema and dry skin. “Really what we want our customers to do is have conversations among themselves and us.” Subscribe to BoF’s YouTube channel to never miss a video. Look out for more VOICES videos coming soon, bringing you the best of our annual global gathering for big thinkers. CONNECT WITH THE BUSINESS OF FASHION: Web: https://www.businessoffashion.com Twitter:   / bof   Facebook:   / businessoffa.  . Instagram:   / bof   LinkedIn:   / the-.  . Pinterest: https://www.pinterest.co.uk/fashionbu... Newsletter: https://www.businessoffashion.com/new... ABOUT THE BUSINESS OF FASHION: The Business of Fashion is a next-generation fashion media company conceived for today’s global and hyper-connected world. Founded in 2007 by Imran Amed, BoF is known for its authoritative, agenda-setting point of view on the global fashion industry, and is an indispensable resource for fashion executives, creatives, students, and entrepreneurs in over 200 countries. It has been described as “The Economist of Fashion,” “A Daily Destination for Fashion’s Power Players”, and “The Industry Bible”, www.businessoffashion.com