Chasing Warby

Jennie Baik

Over 400 startups are trying to

become the next Warby Parker.

Inside the wild race to overthrow every

consumer category

..And what could possibly go wrong?

–Tom Foster, Inc Magazine Editor at Large

DIRECT-TO-CONSUMER BRANDS ANNUAL

GLOBAL FINANCING HISTORY2012-2016 YTD (11/4/16)

5

7

E-COMMERCE TODAY

OF E-COMMERCE

TRANSACTIONS TAKE

PLACE ON MULTI-BRAND

SITES

OF E-COMMERCE

TRANSACTIONS TAKE

PLACE ON THEIR

MONOBRAND SITE

BRANDS ARE LOSING

THE DIGITAL GAME

Facebook and Google are

simply the new middlemen.

11

Brand

Quality

C U R A T I O N

Community

Physical Presence

Brand Story

14

Quality

16

Mass Curation

19

20

Community Creation

X

THE RISE OF THE INSTAGRAM BRAND

Physical Presence

25

IAB 250 DTC RETAIL

27

5

TH

E B

RA

ND

S

DTC BRANDS

Social

Media

Abandoned

Cart

Email

Marketing

SEO &

SEM

CUSTOMERS

BRANDS

DTC BRANDS

CAN PULL

THESE LEVERS

WELL

MARKETPLACE

Social

Media

Abandoned

Cart

SEO &

SEM

RetargetingAffiliate

Marketing

Email

Marketing

MARKETPLACE

S DELIVER

CROSS

CHANNEL

EFFICIENCIES

THAT DIRECT

CANNOT

CUSTOMERS

BRANDS

Social

Media

Abandoned

Cart

SEO &

SEM

Loyalty

Program

Concierge

Personalization

NEXT GEN

COMMERCE

BUILDS UPON

A DTC BANK

OF DATA AND

PREFERENCE

S

RetargetingAffiliate

Marketing

Email

Marketing

CUSTOMERS

BRANDS

33

PUTTING DTC VALUES FIRST

35

PLATFORMS ARE A DIRECT CHANNEL. RETAILERS ARE

NOT.

EMAIL ACQUISITION/SWEEPS FEEDBACK FROM CONSUMERS TO BRAND

Cross Brands Data: Smith and Cult

Cross Brands Data: R+Co

ORIBE

CHANTECAILLE

BOBBI BORN

SISLEY PARIS

VARLEY

JENNY PATINKIN

OTHERS

PARKER

GOOD HYOUMAN

OUAI HAIRCARE

ORIBE

RACHEL ZOE

OPENING CEREMONY

RIMOWA

REBECCA MINKOFF

OTHERS

DTC = HAVING DATA TO MAKE A DIFFERENCE

OH, HI.

A PLATFORM

WANTS TO

MEET YOU.

WOW.

THAT WAS A LOT OF WORK.

….AND THEN

THIS

HAPPENED.

43

45

K, BYE.

JENNIE@ORCHARDMILE.COM