![]() ![]() Since the creation of Dollar Shave Club in 2011, Gillette’s market share has fallen down to 55%. For instance, in 2010, Gillette had 70% of the US men’s-razors business. Not all of them are profitable, far from it, but they are worrying major players which are losing market shares. Sézane or Le Slip Français in ready-to-wear, Gemmyo in jewellery, Graze in healthy snacking, Hubble in eyewear, Dollar Shave Club in men’s grooming, The Honest Company for healthy baby care and home cleaning products, Casper for mattresses… There are countless examples of young digital start-ups which seized the D2C opportunity. ![]() While large groups were hesitating, D2C was gaining ground. ![]() Most of major global brands have remained timid when it comes to D2C, often for the wrong reasons: the last-mile delivery was supposed to be an impassable barrier, conflicts with distributors were bound to emerge… Selling directly to end-consumers without going through distributors: the D2C “direct-to-consumer” model bypasses the traditional B2B2C model, when distributors used to be the unavoidable intermediary between the brand and the consumer.
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