Transparency and authenticity: founders guarantee the success of DNVBs

[Dimaeiya333]

Born in Silicon Valley, DNVBs have definitely conquered the world in just a few years. Glossier, Gymshark, Sézane, Sklum,... Many of them have made a (good) name for themselves in online commerce thanks to their nature, their structures, but also to their founders, who are often omnipresent in the communication of these brands. If the consumer is already at the heart of the business models of DNVBs, it is also in the role of ambassadors occupied by their founders that they really make their difference. This is an essential role for those who actively participate in the success of their brands by emphasizing two key values ​​today: transparency and authenticity.


A consumer-centric business model
The success of DNVBs, especially among Gen Z and millennials, is largely due to the fact that these e-commerce brands have differentiated themselves from traditional brands that sometimes struggle to capture the hearts of new consumers. While there are many elements that differentiate traditional brands from DNVBs, there are 3 main points of differentiation to keep in mind:

A consumer-centric business model . When we talk about DNVB, we are also talking about “D2C” or “Direct-to-Consumer” brands, since one of the main characteristics of these companies is that they have chosen to limit intermediaries as much as possible. Their turnover is therefore carried out directly with their consumers, either through their e-commerce sites or, more rarely, through their physical stores.
Innovation as a driving force . These digital natives are well aware that everythin vp engineering email database g moves very fast on the Internet and that consumers are always eager to discover new things, new products and services that make their everyday life easier. In addition to product innovation, the DNVBs also want to develop the entire offer around them without being afraid to change existing codes.
The founder as spokesperson and guarantor of success . The success of these new companies is very often explained by the crucial role played by the founder. Indeed, most of the founders of DNVBs are themselves digital natives who address digital natives as customers. Far from traditional companies, which sometimes have difficulty understanding the codes of the new generations, the founders of these new brands share values ​​that echo generations X and Y and unite them.