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.
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.
↑ 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
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.
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.