Increasing sophistication and relative accessibility of new technologies are facilitating the rise of the Direct To Consumer (DTC) model, which offers the potential for maximum control over brand experience; a closer direct connection to the customer; and the benefit of higher margins with little or no wholesale.
This new model fundamentally challenges the conventions of the fashion industry, beyond the channels through which designers choose to sell. Through a series of in-depth interviews across the value chain – spanning designers, technology platforms, investors, government, education and circular economy experts – this report identifies five defining characteristics of the DTC model:
Product primacy, Customer-centricity, Digital nativism, Purpose Team & talent
This report posits that DTC is not just another business model but a new model entirely for how to enhance the creativity and commercialisation of Britain’s renowned fashion industry.