Direct to Consumer Archive

How Tommy Hilfiger Is Rewiring For Fashion Immediacy

NEW YORK, United States — “In the 40-some years I’ve been in business, I’ve always been inspired by pop culture from the aspect of fashion, art, entertainment and, today, social media and celebrity,” says the designer Tommy Hilfiger. “Those are the drivers that our company is fuelled by. It’s really about listening to the consumer and being able to mold and shape our business around …

Misha Nonoo Shifts Sales Strategy, Plans Snapchat Show

NEW YORK, United States — In a strategic shift more than a year in the making, New York-based label Misha Nonoo has terminated its wholesale relationships and will sell exclusively through Mishanonoo.com, which re-launches on August 23. Previously, direct-to-consumer sales made up less than a third of the company’s overall revenue. To support the strategy, Nonoo is embracing Snapchat in lieu of a live presentation …

Op-Ed | Why Nascent Luxury Brands Need Middlemen

The Kiko Kostadinov space at Dover Street Market in London | Source: Dover Street Market LONDON, United Kingdom — Direct-to-consumer e-commerce pioneers like Warby Parker and Everlane pride themselves on bypassing the middlemen who operate third-party retail distributors. In the telling of their success stories, these middlemen are often painted as meddling intermediaries, taking an unreasonably high margin that serves neither brand nor consumer. But …