Recently, we have witnessed many industrial and economic revolutions thanks to the arrival of digital. The concept of Digital Native Vertical Brands (or DNVB) is part of these revolutions.
🧐 Quésako ?
One of the primary characteristics of these brands is that they are vertically integrated, i.e. they carry out the different stages of the process before the product is put on the market, from the design of the product to its marketing. Thanks to this vertically integrated model, a DVNB has the ability to distribute its products directly to consumers via the web.
Well... and is that good or bad?
Thus, if the DNVB are statutorily companies, they are above all brands that create a direct, simple and warm relationship with their community. This creates a relationship of trust and proximity between them and their customers, which is their strength but also makes them vulnerable to the slightest disappointment or broken promise.
These brands highlight their artisanal or local manufacturing, their respect for the environment or their values of transparency. Websites, blogs and social networks offer them a unique way to "tell their story", to showcase themselves, to create commitment and proximity and to build close ties with their community, like the menswear brand Bonne Gueule which has gone from a simple men's fashion blog to a line of its own.
Creative, the brand is inspiring for its community. These new brands play with finesse and create a universe of their own, unique, singular and in which the community they lead will immerse itself and find itself.
Her way of communicating can be funny, quirky or even memorable, like at My Flying Box. 🤪.
Okay, that's nice, but why make a big deal about it?
The DNVBs are created on niches and, therefore, come to answer precise needs and desires of their consumers contrary to the big distributors who standardize the tastes in the four corners of the world. In addition, DNVBs put marketing at the service of their customers by going to meet them, asking them questions and offering them optimal service. We are in an era of intelligent, honest and transparent marketing, fostered by social networks (especially Facebook and Instagram).
Their success is based on 3 pillars:
🚀 Quality: DNVBs put forward the know-how, the quality of the products, the respect of the work. The brands, moreover, do not hesitate to offer a limited number of products in their early days to meet this notion of quality.
🚀 Social networks: they are a key element to convey the values of the brand, its universe and its history but also to communicate with its community. They are also a great source of listening to the customer.
🚀 Experience: A key element in the strategy of these DNVBs, emotion is central to them for these brands seeking to establish a more emotional connection with their community.
Experience ? hummmmmmmmmm… 😍 😍
These brands are evolving the customer relationship and are not afraid to break the codes to stand out. Andy Dunn, who originated the DNVB name, wrote in 2016 to explain it, that "DNVB is maniacally focused on the customer experience." The key metric for these brands is the Net Promoter Score, which is user feedback on the internet.
Showfields Pop-up Store New York
DNVB at My Flying Box
Not everyone is DNVB, but yes, at My Flying Box, we are proud to have these noms d’oiseaux among our customers. Come on, a little advertising won't hurt them either!
But Noliju is also an ethical brand and that's why all products are made from European fabrics and made in Europe.
we are all fans of it at the office! The idea of the Love Box is to send nice little messages of love to your partner, your family and why not your ex! A beautiful beech wood box, a heart that can be personalized and that turns on receiving the message of love via an internet connection. This is the concept of My Love Box. Like what, the love, that does not hold with nothing!
In conclusion
You will have understood, the DNVB are not an insult, (far from it)! These new marketing players have based their strategies on vertical integration, on strong notions of respect for products (know-how, materials, tradition, ...) but above all by listening to their customers through social networks, priority channels for their communications.
This notion of "ethical" commitment plays with the borderline of responsible, social and economic commitments of companies. For a long time, SMEs, ETIs and large groups have integrated these notions of CSR (see our article on CSR commitments in the transport sectorThis is not only because the laws and standards oblige them to do so, but also because of the employees and consumers. Many companies have been created in this sense, encouraged by consumers who unreservedly adhere to these new brands, whose creators they see living and evolving. They know the struggle and share their values.
These "Impact Native For Good" (INFGs) are companies that embed impact in every vessel and at every level of the business.