WARBY PAKER,Casper,AWAY,allbirds,EVERLANE,CUYANA,PELOTON in Manhattan, NY

D2Cニューヨーク視察記〜ワービーパーカー、キャスパー、アウェイ、オールバーズ、エヴァーレーン、カヤナ、ペロトン

(日本語はこちら)

I went to New York for design training. I have seen a lot of D2C brand stores.

Casper

Casper’s design is good. Softer and gentle. The square boxes are mattresses, the boxes of cylinders are pillows, the atmosphere of package design is cute.

Everyday items have not been designed before. Because it can sell without designing. However, it is wonderful that D2C will dominate the industry with design thinking, UX orientation.

WARBY PAKER

I saw three stores but it was full of customers. It is good to be displayed in goods in a large store.

The design is also cute and good feeling. Also, business schemes that support developing countries according to sales also become fans at this time.

WARBYPAKER for kids is intelligent curiosity of a child, bored with storefronts, good impression of brands, easy branding.

EVERLANE

I ordered 20 minutes to enter the store. It is fascinating to have a matrix as branding. I gave BOXEDWATER to the person waiting.

Brand stories are important for D2C. EVERLANE is releasing clothing cost publicly empathize.

WARBYPAKER is making an original map of the Lower Manhattan district. EVERLANE is making original map of Nolita district. It feels good to make the area excitement.

AWAY

I saw a 100-day free TV-CM. If you tried USB charging on carry-back once it would be impossible. Founder of the Ex-WARBYPARKER …

allbirds

There are many color variations in two kinds of lineup. If you buy a pair of shoes you get another string. It is just right for those who just want a little attention. Put on while repairing. Long-lasting shoes.

CUYANA

Founding two foreigners who questioned consumerism. Because it is a small quantity production, I buy only people who like it. Sympathy is a weapon. It is interesting.

Every D2C brand was crowded with lots of people all the time.
However, not only the D2C brand is crowded. The whole city was crowded.
I did not know that the D2C brand destroys existing brands.

There was one impressive sight. With several brands, there was a return lane.
EVERLANE had a return lane at the entrance of the store. People who are returning from outside the store can see first. Always four to five people were lining up.

WARBY PAKER has 5 free trials. AWAY has a free trial for 100 days. Such service design may be a big difference with existing brands.

I tried to write out the features of D2C.

I thought about D2C.

↑ Image notes
Sell ​​original products only on their own channel.At first, D2C listens to the user’s voice while selling it on the web. And make product improvement.
Then, put out a real store. Distribution cost is low because it is own channel. High price competitiveness. You can not copy an existing brand. “The Innovator’s Dilemma” I have a brand story, a mechanism of social contribution. Fans, empathy, share. It is in the era. Some customers buy because it is cheap. It is not growth poverty. It is different from the capitalism so far. Generally, returned goods free. Until now, marketing was up to buying. I also designed the experience after buying. Why are you excited about D2C?
Because the Internet feels like changing the world. It seems that it is aggregating. Why did not I buy D2C? Because I am an old man. I want to have something special.

I got a comment on Twitter

Because companies contribute to society, they do not become fans. It is a mechanism that makes social contribution to buy goods.

It is a major premise that D2C spreads. It is a new value of the Millennial generation. Millennial generation seeks intangible inner richness, living like himself, being shining, being surrounded by good connections. Changing values will change branding. It is good for a new person to walk in a different direction with the feeling of a new person.

PELOTON, Web and television commercials said that it would be easier to do at home without having to go through. However, the store is full of people. In the back of the store more than 30 people were training on weekday noon. And there are also Pelotons at the hotels we stay at! It is written. What is Peloton ….

D2C is like a design. Dream of design a reality.

What the designer thinks, what the designer cherishes. Designers should feel comfortable with D2C promoting the world. Because the design is affirmed.

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