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Developing Direct Routes to Market


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Ethan Morgan


Customer focus and survival on the High Street

First things first: the high street is by no means doomed, and online isn’t taking over the entire retail world any time soon. Online retail remains under a fifth of UK retail spending, and there are high street chains experiencing real success – look at the stellar growth of JD Sports, B&M, and Primark to name a few.

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Five ways to get more traffic to your ecommerce site

To sell, you need shoppers. To get shoppers onto your site effectively requires you to know and use a wide variety of marketing strategies. We've included five of the most vital tips for getting more traffic onto your ecommerce site.

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Facebook has a young people problem - and so do brands

Facebook earned just under 20% of all digital advertising spend in the US last year. The reason for that is that Facebook’s user data set is the deepest and broadest ever compiled. It’s absolutely crucial to modern digital advertising, not just on Facebook and its owned platforms, but on the rest of the internet as well.

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Brands launching in China must consider these 4 gatekeepers

More than 130 UK brands got involved with China’s Single’s Day shopping festival in 2017. In 2018, expect to see that number increase as British brands find their footing in this new market and invest further to hedge against threats at home from drying up High Street revenues and the threat of Brexit. Selling into China is increasingly inching up the agenda for boards around the UK and Europe.

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Building Customer Engagement into a Business Model

Quality customer engagement and customer loyalty drive obvious benefits like increased revenue, better understanding of demand for products and the viability of new products/ventures, as well as better targeting. Selling direct to consumers puts customers at the forefront of all activities, which is why 75% of surveyed brands adopting the model see significant improvements in customer engagement and loyalty.

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Is there a "right" way for brands to retail directly to consumers?

The industry debate around the direct-to-consumer model focuses on unicorn brands like Dollar Shave Club, but the model which was so successful for Dollar Shave Club is not a one-size-fits-all approach to retailing direct-to-consumer. 

This article is an excerpt from our eBook: Maximise your retail potential

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Experience is Everything in Retail - But What Does That Mean Online?

Creating a unique and powerful customer experience is one of the top strategic priorities for fashion and apparel brands, but it shouldn’t be limited to flashy instore concepts or beautiful branding (not that there’s anything wrong with either).

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Amazon’s Growing Fashion Business – What Apparel Brands Need to Know

Amazon’s moves to increase its share of the apparel market have received serious attention in the last six months, and rightly so. According to research by Coresight Research, Amazon is the second most-shopped apparel retailer in America, driven by the loyalty and frequent custom of Prime members.

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Top 5 Hottest Business Trends for Apparel Brands in 2018

Staying on trend is essential for apparel brands’ survival – but to do that they’ve got to have their business infrastructure and strategy on point. These are the top 5 trends of 2018 for apparel brands, manufacturers and retailers when it comes to their business priorities.

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Find Out How This Established UK Apparel Brand is Using Multichannel to Outperform the Market

Apparel makers are struggling to stand out from the crowd in a saturated and noisy apparel market, but the latest results from one UK brand have shown that it’s still totally possible to achieve impressive growth after over three decades in business and with sales in 157 countries. Superdry was founded back in 1985 but has embraced the realities of shopping in 2018 with open arms, leading it to post an impressive 25.8% growth in ecommerce revenues in the last year alone.

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How to Make Friends & Sell to People – Brands on Social Media

Shopping has changed. Just as malls and shopping centres rose to prominence as social spaces in the 80s and 90s, so social media has become a central part of how we find and purchase products. Brands have always needed to be available in some way where people are spending their time, whether through branded content, advertising or products available for sale.

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Case Study: Nike's Direct-to-Consumer Play

Nike has been investing heavily in in its direct-to-consumer sales – they’re now worth 29.6% of overall revenue or just over $9 billion in 2017, per Nike’s FY17 financials. That percentage has grown from just 16% in 2011. In this article, we'll be looking at what Nike's direct-to-consumer project looks like and what it means for other apparel brands. 

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Growing Revenue Directly: How Brands Can Win Online

In a challenging consumer goods market where offline retailers are struggling, brands are looking to new revenue sources. Primarily, this takes the form of direct sales through digital channels. Today we’ll cover why and how direct-to-consumer channels offer increased margins, as well as looking at the opportunities they open up in terms of new markets, customer lifetime value, and product development.

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3 Ways Brands & Manufacturers Protect Brand Value Online

The intellectual property to create your specific products is arguably the most crucial thing any brand or manufacturer owns. That brand is the key to differentiation and escaping commoditisation – the race to the bottom, for goods that consumers feel are essentially the same as each other. Branding and emphasis on product elevate a business beyond the price-warfare tier of retail.

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Amazon & Brands: Enemy or Opportunity?

Amazon can seem like a total contradiction to brands. On the one hand, it is a dominant online force receiving 40% of online retail spend in both the UK and the US markets. On the other, there are stories of brands feeling controlled by or beholden to Amazon. So, is Amazon an opportunity or an enemy?

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