{"id":5959,"date":"2023-06-14T14:56:20","date_gmt":"2023-06-14T12:56:20","guid":{"rendered":"https:\/\/www.myflyingbox.com\/?p=5959"},"modified":"2023-06-26T11:27:24","modified_gmt":"2023-06-26T09:27:24","slug":"dnvb","status":"publish","type":"post","link":"https:\/\/www.myflyingbox.com\/en\/e-commerce\/dnvb\/","title":{"rendered":"Focus on DNVBs (I promise, this is not an insult!)"},"content":{"rendered":"

Recently, we have witnessed many industrial and economic revolutions thanks to the arrival of digital. The concept of Digital Native Vertical Brands<\/em>\u00a0(or\u00a0DNVB<\/strong>) is part of these revolutions.<\/p>\n

Qu\u00e9sako ?<\/h2>\n

\"DNVB<\/p>\n

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Digital Native Vertical Brands\" are brands born in the digital world such as\u00a0Noliju<\/a>Le Slip Fran\u00e7ais or Bonne Gueule. Brands present on very different product categories, from clothes to furniture, flowers or mattresses.<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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.<\/p>\n

Bon ! Et c\u2019est bien ou pas bien ?<\/h2>\n

Thus, if the\u00a0DNVB<\/strong> sont statutairement des entreprises, ce sont avant tout des marques qui cr\u00e9ent une relation directe, simple et chaleureuse avec leur communaut\u00e9. Il se cr\u00e9e alors entre elles et leurs clients une relation de confiance et de proximit\u00e9 qui font leur force, mais \u00e9galement les rendent vuln\u00e9rables \u00e0 la moindre d\u00e9ception ou promesse non tenue.<\/p>\n

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\u00a0Bonne Gueule<\/u><\/a>\u00a0which has gone from a simple men's fashion blog to a line of its own.<\/p>\n

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.<\/p>\n

Sa mani\u00e8re de communiquer peut-\u00eatre dr\u00f4le, d\u00e9cal\u00e9e voire m\u00e9morable, comme chez My Flying Box<\/p>\n

\"communication<\/p>\n

Ok, c\u2019est sympa, mais pourquoi en faire tout un pataqu\u00e8s ?<\/h2>\n

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).<\/p>\n

Their success is based on 3 pillars:<\/h3>\n

\ud83d\ude80 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.<\/p>\n

\ud83d\ude80 R\u00e9seaux Sociaux : Ils constituent un \u00e9l\u00e9ment cl\u00e9 pour v\u00e9hiculer les valeurs de la marque, son univers et son histoire, mais aussi pour communiquer aupr\u00e8s de sa communaut\u00e9. Ils sont aussi une formidable source d\u2019\u00e9coute du client.<\/p>\n

\ud83d\ude80 Exp\u00e9rience : \u00c9l\u00e9ment cl\u00e9 dans la strat\u00e9gie de ces DNVB, l\u2019\u00e9motion y est centrale pour ces marques qui cherchent \u00e0 \u00e9tablir une connexion plus \u00e9motionnelle avec leur communaut\u00e9.<\/p>\n

Exp\u00e9rience ? hummmmmm\u2026\u00a0\ud83d\ude0d<\/h2>\n

Ces marques font \u00e9voluer la relation client et n\u2019h\u00e9sitent pas \u00e0 casser les codes pour se distinguer. Andy Dunn, \u00e0 l\u2019origine de l\u2019appellation DNVB, \u00e9crivait en 2016 pour l\u2019expliquer, que \u00ab la DNVB est ax\u00e9e de mani\u00e8re maniaque sur l\u2019exp\u00e9rience client \u00bb. L\u2019indicateur cl\u00e9 pour ces marques est le Net Promoter Score, c\u2019est-\u00e0-dire l\u2019avis des utilisateurs sur internet.<\/p>\n

De plus, quand les DNVB implantent des points de vente, le magasin est market\u00e9 dans la continuit\u00e9 du site. Toujours la notion d\u2019exp\u00e9rience client ! Ces marques partent ainsi \u00e0 la rencontre des clients au travers de l\u2019implantation de points de vente qui peuvent prendre diff\u00e9rentes formes : magasins classiques, pop-up store ou corners. L\u2019id\u00e9e est de fournir au client une exp\u00e9rience unique o\u00f9 le personnel est attentionn\u00e9 et a pour but de faire passer un moment inoubliable, voire m\u00e9morable. Les motivations peuvent \u00eatre multiples : cr\u00e9er de la proximit\u00e9, diminuer le risque per\u00e7u pour les produits que le client a besoin de toucher, d\u2019essayer, cr\u00e9er de la confiance, gagner en visibilit\u00e9 ou trouver un nouveau levier d\u2019acquisition clients.<\/div>\n
<\/div>\n
\"Showfields<\/div>\n

DNVB at My Flying Box<\/h2>\n

N\u2019est pas DNVB qui veut, mais oui, chez My Flying Box, nous sommes fiers de compter ces noms d\u2019oiseaux<\/em>\u00a0among our customers. Come on, a little advertising won't hurt them either!<\/p>\n

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\"logo<\/div>\n
Noliju est la nouvelle marque d\u2019active wear fran\u00e7aise. Issue de l\u2019univers du running, La marque propose aux femmes d\u2019aujourd\u2019hui des v\u00eatements active wear tendance. Chacun de ces v\u00eatements est \u00e9tudi\u00e9 pour r\u00e9pondre aux exigences pratiques gr\u00e2ce \u00e0 des mati\u00e8res techniques, confortables et douces. Les tenues active wear r\u00e9pondent \u00e9galement \u00e0 vos besoins de style gr\u00e2ce \u00e0 des coupes, des d\u00e9tails et des couleurs \u00e9tudi\u00e9es issues de l\u2019univers de la mode.<\/div>\n<\/div>\n<\/div>\n

But Noliju is also an ethical brand and that's why all products are made from European fabrics and made in Europe.<\/p>\n

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We told you in our previous article\u00a0Les nouvelles tendances du Retail pour le Black Friday<\/a>, on en est tous fans au bureau !<\/div>\n
\"logo<\/div>\n<\/div>\n<\/div>\n

L\u2019id\u00e9e de la Love Box, c\u2019est d\u2019envoyer des jolis petits messages d\u2019amour \u00e0 votre moiti\u00e9, votre famille et pourquoi pas votre ex !\u00a0Une jolie bo\u00eete en bois de h\u00eatre, un c\u0153ur tout beau, que l\u2019on peut personnaliser et qui tourne \u00e0 la r\u00e9ception du message d\u2019amour via une connexion internet. Voil\u00e0 le concept de My Love Box. Comme quoi, l\u2019amour, \u00e7a ne tient \u00e0 rien !<\/p>\n

\"logo<\/p>\n

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Mina Storm c\u2019est bien plus qu\u2019une marque de lingerie. La marque propose des collections de lingerie pens\u00e9es pour le confort de toutes les femmes : pas d\u2019armatures, des mati\u00e8res douces qui s\u2019adaptent aux mouvements tout au long de la journ\u00e9e. Mina Storm produit dans des ateliers europ\u00e9ens ou m\u00e9diterran\u00e9ens, avec des mati\u00e8res italiennes, espagnoles, fran\u00e7aises, \u2026 Leurs photos sont 0% retouch\u00e9es et aiment montrer des morphologies vari\u00e9es pour que chaque femme reconnaisse son propre corps dans celui de ses mannequins.<\/div>\n<\/div>\n<\/div>\n

In conclusion<\/h2>\n

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.<\/p>\n

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\u00a0CSR commitments in the transport sector<\/a>, ne serait-ce que parce que les lois, les normes les y obligeaient, mais aussi les salari\u00e9s ou les consommateurs. Beaucoup d\u2019entreprises se sont cr\u00e9\u00e9es dans ce sens, encourag\u00e9es par des consommateurs qui adh\u00e8rent sans r\u00e9serve \u00e0 ces nouvelles marques, dont ils voient vivre et \u00e9voluer leurs cr\u00e9ateurs ou leurs cr\u00e9atrices. Ils en connaissent le combat et partagent leurs valeurs.<\/p>\n

These \"Impact Native For Good\" (INFGs) are companies that embed impact in every vessel and at every level of the business.<\/p>\n

But that's another story!<\/div>","protected":false},"excerpt":{"rendered":"

Ces derni\u00e8res ann\u00e9es, nous avons \u00e9t\u00e9 t\u00e9moins de nombreuses r\u00e9volutions industrielles et \u00e9conomiques gr\u00e2ce \u00e0 l\u2019arriv\u00e9e du digital. Le concept de Digital Native Vertical Brands\u00a0(ou\u00a0DNVB) fait partie de ces r\u00e9volutions. Qu\u00e9sako ? Les \u00ab Digital Native Vertical Brands \u00bb sont des marques n\u00e9es dans le digital \u00e0 l\u2019instar de\u00a0Noliju, Le Slip Fran\u00e7ais ou encore Bonne […]<\/p>\n","protected":false},"author":8,"featured_media":5733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[571,26],"tags":[],"class_list":["post-5959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-e-commerce"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/posts\/5959","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/comments?post=5959"}],"version-history":[{"count":18,"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/posts\/5959\/revisions"}],"predecessor-version":[{"id":11352,"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/posts\/5959\/revisions\/11352"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/media\/5733"}],"wp:attachment":[{"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/media?parent=5959"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/categories?post=5959"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myflyingbox.com\/en\/wp-json\/wp\/v2\/tags?post=5959"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}