Born online white logo

Born Online: Unwrapping the Direct to Consumer brands reshaping retail

The Report

We’ve teamed up with research consultancy MTM to take an in-depth look at the Direct to Consumer (DTC) market. These digital born brands are reshaping the world of retail and bypassing established routes to market to offer convenient, high-quality, personalised products.

This report identifies 50 of the UK’s leading DTC brands, explores key behaviours and preferences of DTC consumers, shines a spotlight on the founders and explores how agency partners and media owners can best work with DTC clients.

Login to see the full report.

 

Born-online

What makes DTC consumers different? 

In a survey of 2,000 people, conducted with MTM, we gained some key insights and a clear picture of DTC customers’ shared traits and values. 

Today’s DTC customers have a number of distinguishing factors and share many behaviours and preferences. They are likely to be early adopters, tell people about the brands they love and pay extra for convenience, personalisation and ethical products. 

To find out more about DTC consumers, you can view the full report here. 

 

Born-online

50 of the leading DTC brands in the UK

DTC brands have entered the mainstream

97%

97% of the UK online population are aware of at least one of the 50 leading DTC brands

39%

39% of the UK online population have purchased from one or more of the 50 leading DTC brands

10%

10% of the UK online population have purchased from five or more of the 50 leading DTC brands

“I buy new products before most of my friends”

Preferences of DTC customers vs the UK average

27%

UK ONLINE POPULATION

44%

DTC PURCHASERS

78%

HEAVY DTC PURCHASERS

“People often come to me for advice before buying new things”

Preferences of DTC customers vs the UK average

29%

UK ONLINE POPULATION

44%

DTC PURCHASERS

74%

HEAVY DTC PURCHASERS

“DTC businesses are agile in response to consumer feedback and utilise analytics to forge authentic relationships with customers. While brand growth is a key goal, protecting these unique characteristics is also a priority. Working with partners that are open to a test and learn approach, support data-driven marketing and help to amplify our customer-centric ethos is crucial.”

Kate Huang, Chief Marketing Officer, Callaly