Millennials drive demand for DTC brands: report

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Dive brief:

  • Over the past six months, Millennials have driven more purchases with direct-to-consumer brands around the world. More than half of shoppers aged 25 to 34 said they buy online directly from international brands, according to an eShopWorld survey.
  • Echoing previous findings of an e-commerce boom, more than half (52%) of shoppers overall and 58% of people aged 25-44 have made purchases online due to the COVID-19 and the subsequent closure of physical stores. The survey found that 56% of international buyers were spending more to deal with the pandemic by rewarding themselves for surviving shelter-in-place orders or easing emotional stress.
  • After the pandemic, nearly three-quarters (71%) of those polled said they plan to continue shopping through a mix of online and offline channels.

Dive overview:

The eShopWorld survey indicates that the coronavirus pandemic is the reason for the acceleration of e-commerce. According to the results, 57% of international shoppers said the pandemic had helped them discover the convenience and choice of shopping online; 63% of Millennials surveyed said the same.

The eShopWorld survey echoes other reports on the e-commerce boom. An April report from eMarketer predicted that e-commerce sales in the United States could reach $ 908.73 billion, an increase of 13.7% from last year, but slightly less than the e-commerce boom of 2020.

“Brands that understand the evolution of traditional retail see the importance of combining their direct international e-commerce with their existing omnichannel structure,” Patrick Bousquet-Chavanne, President and CEO of the Americas at eShopWorld. “The stores of the future will be hotspots of experience, where brands embrace and strengthen the brand’s personalities and the experiences they build on social media. But the transactional engine of future growth has undoubtedly accelerated in digital channels, and this trend seems unlikely to reverse. “

DTC brands have adopted aesthetics that are particularly appealing to the millennial consumer, such as sans-serif fonts and bold color choices. The success of DTC brands among younger consumers has also prompted traditional retailers like Nordstrom, Walmart and Target to partner with these brands in order to attract a new set of customers to their stores.

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